Enclosed in a monochrome midnight blue cube, the soul phenomena Jorja Smith sings her hit tune Blue Lights. The mise-en-scene is minimalist to say the least: facing a microphone, earphones on, the British artist sings while remaining static for the length of the song as if she's recording in a studio, a rarely telegenic situation. And yet this “Colors show” stamped video has accumulated nearly 20 million views on YouTube. Originally meant to promote young international talent, the Colors music platform has become a veritable reference in the music world. Its YouTube channel has more than 550 million views and it's busy competing with the Tiny Desk Concerts which are smashing it on the American network NPR Music with live performances in an improbable décor that looks like a reading room in a library. The concept of Colors is even more radical with its mise-en-scene like a session studio, the artists singing their track against an orchestral backing track. It's been so efficient that the little Berlin-based studio has today become a huge production machine that’s seen the crazy Mac DeMarco, the Australian quintet Parcels and the pin-up Kali Uchis all filing through its cube that changes colour according to what they're wearing.
Behind the concept is an online Berlin music magazine. The credo of its creators is as simple as their minimalist productions: “All colors, no genres”.