Jessie J is a British singer and songwriter who combines soul vocals with pop, R&B, electro-pop, and hip-hop influences. She studied at a performing arts school and began her career singing in a girl band. After signing a songwriting deal, she released her debut album which contained six top ten singles, making her the first British female solo artist to achieve this. She is known for her empowering messages about being confident and independent while still embracing one's sexuality.

1. Jessie J
Musical genre: combines Soul vocals
with contemporary RnB, pop,
electro-pop and hip-hop beats

2. Background and route to fame
• Jessie J is a stage name
2006-2010
• Studied at a Performing Arts School
• Age 16 studied at the BRIT School for music
• Sang in a girl band
• Signed a song-writing deal with Sony and
wrote for artists like Chris Brown
• Signed for Universal

3. Becoming famous
• Many people think she became famous through
YouTube but she had signed to Gut Records 4
years earlier
• Second label, Lava, signed her because their
President was sent a link to Jessie’s MySpace
page.
• Lava Records are a joint venture with Universal
• She is the first UK female solo artist to achieve six
top-ten singles from a single studio album

4. Style and image
Women should
be sexy but
strong
Proud to be
British
Sophisticated young
woman
Raising money for
Comic Relief
through a
dramatic gesture Judge and mentor on The
Voice UK

5. Target audience
Demographic
•Teenage girls (age 16+);
•Single women (age 20-25)
•Jessie J has said that she is bisexual; she offers an
example of someone who has struggled to find her way
but has succeeded.
Psychographic
•Reformers: seeks social awareness (charity work);
independence (is sexy but strong); encourages freedom
and personal growth (unconventional performance style;
fusion of different musical genres; openness to new
ideas)

6. Uses and Gratifications
Diversion
•Entertainment through listening to the music and watching the video
Personal relationships
•Illusion of intimacy via: Facebook official page; Twitter official feed; MySpace official
page where she gives her personal views and opinions and fans can find out what is
going on.
•Ability to join Jessie’s friends and followers – to become part of a forum.
•Has Twitter feed for The Voice UK – @teamjessieTVUK
Personal identity
•Image of confident young woman who empathises with people who are less
confident (“I hate it when girls cry,” as she comforts a contestant on ‘The Voice UK’)
•Uses Instagram (winner of Best User of Instagram in Capital FM awards)
Surveillance
•Social network sites show when/where she is touring, on television, on radio; also,
which awards she’s won

7. Uses and Gratifications
Diversion
•Entertainment through listening to the music and watching the video
Personal relationships
•Illusion of intimacy via: Facebook official page; Twitter official feed; MySpace official
page where she gives her personal views and opinions and fans can find out what is
going on.
•Ability to join Jessie’s friends and followers – to become part of a forum.
•Has Twitter feed for The Voice UK – @teamjessieTVUK
Personal identity
•Image of confident young woman who empathises with people who are less
confident (“I hate it when girls cry,” as she comforts a contestant on ‘The Voice UK’)
•Uses Instagram (winner of Best User of Instagram in Capital FM awards)
Surveillance
•Social network sites show when/where she is touring, on television, on radio; also,
which awards she’s won