“La Vida Es Fria”
Sharpening soul music’s edge, buzzing Miami-based singer and songwriter Jason Joshua proudly presents a cinematic music video for his fan favorite single “La Vida Es Fria” via Mango Hill
Jason teamed up with iconic Los Angeles-based photographer, director, and artist Estevan Oriol [Cypress Hill: Insane In The Brain (Showtime), LA Originals (NETFLIX)] to helm the visual. Shot in 16mm by cinematographer Christopher Blauvelt [Speed, The Game, Emma], the clip captures the trials and tribulations of daily life. We follow Jason through era-less blue-collar struggles in a rough working-class neighborhood. While he fixes his car, he catches the eye of a young lady only to see her again as he finally takes the stage in the final act of the video. The action mirrors the icy, smooth cadence of the song as his voice rings out on the hook, “The world can be so cold. La vida es fria.”
Some people play & dabble in the idiom of Latin Soul & Funk music. Jason Joshua lives it. “La Voz De Oro” (the golden voice in Spanish) came from his many live performances in the north and south regions of California and back in his hometown in Miami, Florida. Inspired by Joe Bataan, Ralfi Pagan, Pérez Prado & James Brown, Jason Joshua’s live shows are explosive & songs are crafted with the same tenacity. As the resurgence of classic soul or “Souldies” hit throughout California, Texas & worldwide in the UK & Japan in the last 5 years, Jason made his debut as Jason Joshua & The Beholders with his song “Rose Gold.”
Later on, in 2020 Jason would release his highly anticipated LP Alegría Y Tristeza. Met with positive reviews like “30 minutes on the nose, Jason Joshua and the Beholder’s debut LP Alegría Y Tristeza on his own Mango Hill Records is a quick and effective dose of sultry soul. The Miami-based singer skillfully toes the line between winsome falsetto and raw, reflective tenor, while cruising atop timeless production that occupies a sweet spot between Deep City and T.K. Productions. “Poor Boy” is a simple yet poignant depiction of the blue- collar struggle. There’s nothing phony about Joshua’s everyman ethos, which radiates throughout this album.” – J. Steele.
In 2021, Jason released “Se Acabo´” a bilingual lament about the challenges of navigating mental illness within the context of a romantic relationship. Jason pleads “Her heart was a butterfly flying through the winds of the hurricane of her mind” as he comes to grips with the fact that in spite of his undying love she may never return. Accompanied by a grooving, unrelenting beat, he distills the pain down to an elixir of high-proof soul sure to requite the lovelorn among us.