"Ride"

5 March 2026

4 mins 37s

Ride

The new music video for Jessie Ware, starring actor James Norton, is sure to raise an eyebrow or two. If a submissive cowboy happens to be your thing, then look no further.

Filmed in black and white, the video leans into a Fifty Shades of Grey mood, quite literally. And with lyrics like, #Come on and ride my love. Giddy up, giddy up, giddy up!#, there’s no doubt this is where disco meets the Wild Wild West.

The track features an electronic take on Ennio Morricone's classic theme from 'the Good, the Bad and the Ugly', and the sexy track is called 'Cowboy' so it had to be this way, and director Thomas James leans hard into the idea. It would have been interesting to be at the meeting where this idea was pitched to the artist!

UK

Promos