Hannah Jadagu — My Love

JUL 01 2025 · 12:00

Hannah Jadagu — My Love (2025) Director: Hannah Jadagu & Annika Santhanam Era: Post-Bedroom-Pop Renaissance (2025) - Era of polished lo-fi aesthetics meeting synth-driven R&B-inflected indie pop, typified by Sub Pop's new generation of singer-songwriters bridging DIY intimacy with professional production. High curatorial value as a precisely dated (June 2025) artifact of the 2020s indie-pop visual moment, featuring confirmed co-direction by the recording artist herself — a practice increasingly common among Sub Pop-era artists. The I Spy-inspired surrealism and warm, fast-cut aesthetic make it a strong representative document of how emerging artists in this era exercise direct creative control over their visual identity while working within modest production budgets. Context: Released June 11, 2025 on Sub Pop Records, 'My Love' marked Hannah Jadagu's first new material since her critically lauded 2023 debut Aperture, which earned her recognition from The New York Times, NPR, Billboard, NME, and others. The video arrives during a broader 2020s moment in which indie-pop artists are increasingly self-directing visuals using low-budget but conceptually rich filmmaking, reflecting the DIY ethos of the bedroom-pop generation. The I Spy-inspired visual language taps into nostalgic childhood playfulness, counterpointing the adult emotional complexity of long-distance longing addressed in the lyrics. The single served as the lead preview for Jadagu's sophomore album Describe (Sub Pop, October 2025), which charts her artistic evolution from guitar-driven indie rock toward synth-led R&B-electro-pop. Director notes: The official video for 'My Love' was co-directed by Hannah Jadagu and Annika Santhanam. Per Sub Pop's official press release, the video is described as 'a sweet and surreal take on the song's lyrical themes of love and distance,' and is explicitly I Spy-inspired in its visual conception. Hannah Jadagu also stars in the video. The video was released June 11, 2025, coinciding with the single's release on Sub Pop Records. The single itself was co-produced by Hannah Jadagu, musician/producer Sora (recorded at Undercooled, Los Angeles), and Max Baby (recorded at Greasy, Paris, France), mixed by Blue May, and mastered by Heba Kadry. 'My Love' later appeared as track 6 on Jadagu's second album Describe, released October 24, 2025.