18-year old singer-songwriter Jayda has so far carved out a versatile and stellar career path that shows herself as a very creative and hardworking multi-hyphenate who has achieved beyond her years. The proof is in the pudding - a blooming recording career, a major solo digital concert under her belt, an international award for co-directing her music video; Revelation, the recent US major concert tour with her parents Dingdong Avanzado and Jessa Zaragoza, and a promising acting career. And now her latest chapter: the release of the official music video for "TOXIC", the opening track of her all-Tagalog album Bahagi. The music video was directed by Amiel Kirby Balagtas and produced by YouMeUs MNL.
The music video is every bit as - pun very much intended - intoxicating as the boppy and quirky pop song itself. The bright and radiant colors, the neon eyeliner, the color-coordinated nails and eye make-up, flashy outfits, and solid choreography all contribute to this MV being a feast for the eyes and the senses.
Speaking of her experience shooting the music video, Jayda said: "First of all, masasabi ko is sobrang nag-enjoy ako shooting it. It was a good follow-up to my last music video which is "M.U. (Malabong Usapan)", my second music video directorial project. I decided to work with a different team this time," she narrated. "Nakatrabaho ko ang YouMeUs MNL, which I'm super thankful for because fan ako ng mga recent music videos na nagawa nila, like their work with BGYO, Angela Ken, and my other peers in the industry, and I like their style. Feeling ko talaga na-capture nila ang concept and essence ng kanta na 'to. So I think this is something I'm really proud of, napaka-good vibes ng shoot, sobrang easy breezy, everyone on set was nice. Naramdaman ko na nandun ang spirit of fun, and I think it translated sa editing, sa lahat ng aspeto ng video na 'to. Sobrang proud din ako, 'cause this marks me stepping out of my comfort zone. Mas more on dance-oriented 'tsaka mas pop. Isa 'to sa mga pinaka-pop na music video na nagawa ko, if hindi siya yung pinaka-pop sa lahat ng mga music videos na nagawa ko so far."
"TOXIC" was co-written by Jayda with father Dingdong Avanzado, while Jayda co-produced it with multi-awarded producer-songwriter and certified hitmaker Jonathan Manalo.
"Para sa akin 'TOXIC' is really about the nature of social media. Siyempre, nakikita natin ang good side ng social media, it's a way of self-marketing and having a connection with people, but at the same time, may tendency talagang maging toxic," Jayda relates. "Nanggaling lang talaga from my own personal experiences with toxicity and yung minsan na nararamdaman ko na nade-drain ako sa social media, so I find myself having to detach from it. Siguro yung way ko of coping with this and being a public figure online is through writing a song about it na alam kong maraming nakaka-relate. I feel that this is timely and relevant ang topic especially with the times nowadays na kahit sino, kahit hindi public figure nakaka-relate sa toxicity ng social media. This was one of the most difficult songs to write in Bahagi because I wanted to get the messaging of the song right while gusto ko na maging masaya pa din siya na walang negative vibes, to find a fun way of poking fun at the toxicity, or I guess how some people seem to set their minds on bringing other people down and making fun of that. Masasabi ko na parang satire 'tong kanta na 'to, it's disguised or presented in a manner na parang disco-pop flavor na may throwback feels."