Hannah Jadagu - What is Going On？

What this video is

Released March 17, 2021, during the tail end of COVID-19 lockdowns, this video arrives alongside Jadagu's Sub Pop debut EP — itself recorded entirely on an iPhone 7 using GarageBand iOS, an iRig, microphone, and guitar. Jadagu, an 18-year-old from Mesquite, Texas transplanted to New York for NYU, represents a new generation of Black women artists entering indie spaces through radically accessible technology. The…

Why it matters

A landmark early document of Gen-Z bedroom pop's mainstream arrival: Jadagu's iPhone-produced, GarageBand-composed sound — drawing on Beach Fossils, Snail Mail, and SZA — found a Sub Pop home without compromising its lo-fi intimacy. This video visually codifies the aesthetic of the…

The director

Cameron Livesey is a music video director who worked with Hannah Jadagu on multiple videos from her 2021 Sub Pop debut EP cycle, including both 'Think Too Much' and the title track 'What Is Going On?'. Livesey collaborated closely with Jadagu on the creative…