Coco Jones: Comeback of The Year
Following her debut as the main star in the Disney movie Let It Shine in 2012, Coco Jones quickly rose to prominence as a multi-talented performer from South Carolina but raised in Tennessee. The path to stardom accelerated as discussions for a sequel to the film and the development of her own show emerged. Moreover, she had recently inked a deal with a record label, solidifying her position in the entertainment industry.
Coco's journey took an unexpected turn when the record label attempted to mold her into generic, one-size-fits-all molds. Whenever she infused her true personality into her songs, she had to restrain herself as they deemed it too overwhelming. It felt like she was playing a role, pretending to be a singer and performing songs she didn't genuinely enjoy. The planned TV show and movie projects suddenly collapsed as unfortunate events unfolded. The record label's marketing strategy heavily relied on TV shows, leaving them perplexed on how to promote Coco, a talented Black artist who defied conventional formulas. Consequently, the situation deteriorated rapidly, leading to her dismissal from the label.
Nevertheless, she made efforts to reconstruct her career. Reflecting on the independent music she created during her teenage years, she now considers it immature, acknowledging that she hadn't experienced enough life then. The process of auditioning for acting roles took a toll on her as she faced the harsh reality of colorism within the industry. She noticed that despite possessing equal talent, opportunities often slipped away solely because she didn't fit the specific look or image expected by the industry.
In 2020, Coco's life took a transformative turn when she joined TikTok. Her engaging covers, featuring original verses on timeless songs, garnered an immense following, generating millions of likes and reigniting public interest in her talent. The increased visibility on people's phone screens resulted in numerous connections and opportunities coming her way. Eventually, a manager introduced her to High Standardz, a division of Def Jam, leading to a signing deal. Simultaneously, she landed the role of Hilary Banks in the series Bel-Air. Her entire life underwent a profound and positive transformation in just one year.
In 2022, following her contract with Def Jam, Jones unveiled her first major label release, titled "What I Didn't Tell You." The project showcased her smooth and captivating vocals, accompanied by poignant narratives of heartbreak. It served as an ideal introduction for the former child star.
In her debut album, not only does she effortlessly transition from SWV's "Rain" to the captivating "Double Back," but she also showcases her vocal versatility on the Hot 100 hit "ICU." "ICU" is laden with raw emotion, delving into the complexities of a deteriorating relationship, and it exemplifies why Jones has the potential to become one of the most powerful vocalists in the genre. Recently, Jones features Justin Timberlake on a remix of the track, “ICU.”
Coco Jones emphasizes the fact that to create a path for the next generation of Black women to succeed, it's essential to shatter barriers and exceed expectations. One must be truly extraordinary, leaving others in awe.