PJ Deluxe Edition
The Basement, The Edition, 18th June 2014
In case you missed it, Popjustice have started their own platform for showcasing emerging talent. Located in the basement of a sophisticated The Edition hotel, was this week’s PJ’s DeluxeEdition 3rd instalment, welcoming Tiaan, Moko, Conway and the latest signing to Roc Nation Alexa Goddard.
Being the first UK debut performance for Tiaan, her opening slot held little expectation with the crowd. Breezy Soul / R&B vibes similar to UK singer songwriter Jessie Ware, Tiaan is an artist who will seduce you in seconds. Sexy hypnotic body grooving seemed to help hide some of her nerves, but after a few more shows this could possibility become the signature move we will all know and love. Working closing with Spotify to showcase her tracks, Tiaan gave thanks to both Spotify and Popjustice for supporting her as she continued to perform tracks from her EP Black Cars. Whilst I look forward to seeing her journey unfold, the classy office girl attire needs a rethink.
A name that has cropped up in pretty much every music magazine known to man as one to watch after seeing her live, I am still left wondering why hype surrounds her. Reserving judgement until now, whilst Moko had a small cluster of fan girls amongst the crowd, the only striking thing were the oversized bunches she whipped around stage like a wannabe Willow Smith.
Opening for New Zealand’s duo Broods and playing her own show at Birthdays, Conway’s 3 night trip to London has been jammed packed with gigs. Styled as a P!nk meets Paramore act with her white dungarees and short bob I was full of optimism but when the music kicks in my facial expression could easily have been one of those ‘You’ve Been Framed’ moments. Completely transfixed for the wrong reasons, it was her alarmingly terrifying stage presence and outbursts into the crowd that were off putting. Granted her solid performance style would be ideal for a festival crowd or a room full of Conway fans it did not work in such a small room barely half full. Reduced her invasion stunts to accommodate the venue size may have resulted in more people actually warming to her rather than shying away. I know a poor attempt of Gwen Stefani may be all we have whilst she is being the coolest mother of the planet, when Conway ends her set by bellowing ‘Shut Up’ repeatedly I have to say I secretly praying she would. 
Youtube sensation Alexa Goddard was next to take the stage with a few acoustic songs. On first listen of her cover ‘Turn My Swag On’ (Keri Hilson/Soulja Boy/Cher Lloyd Remix Cover) back in 2010, its been touch and go as to whether Goddard’s talent would ever be rewarded. Noticing her potential was JayZ’s label Roc Nation who has just secured her a 3 year deal following her success of selling 250,000 copies of her songs independently. Completely humble and thankful to Popjustice for allowing her the opportunity to showcase her material, Goddard told fans that tonight it would just be her and her guitarist. She performed a slowed down version of Beyonce’s Drunk In Love giving us a little cheekiness as she jokes “even acoustically we can be dirty.”
Keeping it very short and sweet, this young pop princess performed her debut single Marilyn which is out 27th July. A catchy hook like all manufactured pop songs, Marilyn boarder more Cheryl Cole territory than Goddard. However, with racking up 44 million views on YouTube and Jay Z’s backing without a doubt this girl has a bright future ahead of her.
You can catch Alexa Goddard performing at this years Wireless Festival.
Make sure you follow PJ Deluxe Edition on Twitter.
Dianna Woolfenden 