Coco Jones Enters R&B’s Upper Echelon

Coco Jones’ first album may have taken a while to fully come to fruition. But as the question posed by its title indicates, the actor and singer holds the world to pretty exacting standards — and her debut full-length is a confident, sumptuous statement of intent that places her firmly in R&B’s upper echelons. 

Jones first came to pop-cultural prominence as a member of Disney extended universe — she starred as the singer and love interest Roxie in the 2012 Cyrano de Bergerac-inspired musical Let It Shine and appeared on its attendant soundtrack. Disney’s label Hollywood released her frothy 2013 EP Made Of, which showcased her vocal strength over of-the-moment pop cuts like the punchy “Holla at the DJ.” Jones balanced music and acting over the following years, self-releasing EPs and taking on acting roles, and in 2021 she was cast as Hilary Banks — now a foodie influencer with business-world aspirations—in the Fresh Prince of Bel-Air reboot Bel-Air. Shortly after that series dropped on Peacock in 2022, Def Jam signed her to a record deal.

While talking with rising Afrobeats star Ayra Starr for Rolling Stone last year, Jones said that working on what would become Why Not More? was the first time she’d felt like she could trust her own instincts while making music. “I feel like I’m just getting that I have to trust in myself…  It’s supposed to be my truth, my authenticity, my vision, my voice [that’s] the loudest,” she said. With Why Not More?, Jones is establishing herself as someone who’s aware of R&B’s and pop’s rich histories, but who derives satisfaction from bringing those contexts into dimensions that she fully controls. The drowsily turned-on “Taste” spins down the indelible chorus of Britney Spears’ “Toxic” into a reflection on a sweeter poison; “AEOMG” summons a similarly enthralled vibe with the help of Luther Vandross’ “Never Too Much,” with Jones repurposing its titular phrase for those moments when she can’t think of any words. 

The album’s sonic touchpoints are varied — Timbaland-inspired electro squelches, Quiet Storm synth blankets, urgent acoustic-guitar arpeggios, swaying Caribbean beats — but Jones’ steady presence brings them all together in a cohesive whole. Jones has a robust alto that can quickly slip into shared-confessional mode, adding urgency to the lyrics of tracks like the vengeful “Hit You Where It Hurts” and the frustration-riddled “Keep It Quiet,” while also being strong enough to hang with heavy hitters like the heart-on-sleeve MC Future (on the spaced-out “Most Beautiful Design”) and the reggae scion YG Marley (on the questioning title track). Jones’ first album-length statement doubles as a flag-plant by an artist who’s clearly been waiting for the right message to send — and the right moment to strike.