Music video: Jessie Ware continues to serve the queer agenda in “Free Yourself”

Jessica had a taste of being that pop bitch with the bops, and said ‘Oh, I like this!’. So she’s back and really going for it with her post What’s Your Pleasure? single “Free Yourself”. 

I don’t think Jessica has ever released a lead single as uptempo and club ready as this.

Too gay? Too typical? Yeah, a tad. But it felt right here. It’s a very direct representation of the song itself. And I’m always hear for some queer shit in music videos, when it’s done right and out of love, as opposed to cashing in on an opportunity. *Looks over at Taylor Swift’s “You Need To Calm Down”*

It's really heart warming to see Jessica lean all the way in and embrace the queer community in reciprocation to how it embraced her with What’s Your Pleasure?. Although real ones know that Jessie has been about this life since “Imagine It Was Us”.

Jessie looks great in the video. Everybody does. I like the setting. I like the vibe. I just wish there was more structure and intent with how it all came together. “Free Yourself” has such a catchy chorus, that it really should have had an easy dance move to go along with it, that fans could do on the dancefloor and at Jessie’s gigs. It’s a shame that some of the choreo from Jessie’s Glastonbury performance of “Free Yourself” wasn’t included. Her little rub-a-dub moment during the bridge with her dancers and backup singers was hot. It would have created an ‘OH, OKAY BITCH’ moment that the video really needed, and it’s also a side of Jessie that we have never seen in her music videos.

Jessie Ware - Free Yourself | EMI, Universal

Jessie is definitely feeling herself and having a great time in the light of the confidence that she unlocked with What’s Your Pleasure?, which is one of the best things about this video. I just wish everything about the video as a whole was a little tighter and featured more snapshot moments.

It’s a shame that “Free Yourself” isn’t doing better commercially. I’m not in love with this song. The vibe, the hook. Great. But the song as a whole just feels lacking. Especially when I compare it to a song like “Spotlight” which feel so perfectly structured and rich by comparison. But I was lucky enough to hear “Free Yourself” in the club on one of the rare occasions that I actually go out, and it absolutely landed. There is no denying that hook.

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💿 Jessie Ware reviews: Free Yourself | What’s Your Pleasure? (Platinum Pleasure Edition) | What’s Your Pleasure?