In 1992, British television audiences witnessed a performance that no one could have predicted — the powerhouse voice of Tom Jones joining forces with the alternative dance-rock band EMF for a live rendition of their global hit “Unbelievable.” It happened on Tom Jones: The Right Time, a BBC television special that sought to bring the Welsh icon into the heart of contemporary music once again. The result was electric — a perfect fusion of old-school charisma and early-’90s energy that became one of the show’s most unforgettable moments.
A daring collaboration for a new era
At that time, Tom Jones was already three decades into his career. The man behind timeless hits like It’s Not Unusual, Delilah, and She’s a Lady had long established himself as one of the greatest showmen in music history. But the early 1990s were changing — MTV was king, and dance-infused rock bands like EMF were capturing a younger audience. Rather than shy away from the new sound, Jones embraced it.
EMF, fresh from the success of Unbelievable, which topped charts in the U.S. and reached No. 3 in the U.K., were equally surprised when they got the call. “We thought it was a joke at first,” said James Atkin, EMF’s lead singer, in a later interview. “But when Tom walked in and started singing our lyrics, it just worked. His energy was contagious.”
The performance that lit up the night
The live collaboration opened with the band’s familiar bassline and an enthusiastic crowd. Then, Tom Jones appeared — not as a nostalgic crooner, but as a rock powerhouse. Wearing his signature black jacket and a confident grin, Jones took the mic and roared into the chorus with effortless control. His deep, soulful voice added a new dimension to EMF’s edgy hit, transforming the pop anthem into something explosive.
The studio audience went wild, and clips of the performance quickly circulated in the press. Many critics described it as “a cultural handshake between generations” — proof that Tom Jones wasn’t just surviving the new decade, but thriving in it.
From “The Right Time” to the right move
Tom Jones: The Right Time was more than a variety show; it was a statement. Across the series, Jones collaborated with a wide range of artists, from rising pop stars to established rock acts, redefining his place in the modern music landscape. His duet with EMF became one of the standout performances — a bold reminder that true talent never ages out of relevance.
That performance also hinted at Jones’ future direction. Just a few years later, he would achieve a massive comeback with Reload (1999), an album full of duets with artists from different genres — including Burning Down the House with The Cardigans and Mama Told Me Not to Come with the Stereophonics. Looking back, Unbelievable with EMF feels like the first spark that reignited his creative fire.
A moment fans still talk about
Today, more than 30 years later, fans still revisit that video — both for its humor and its historic energy. It’s not every day you see a man in his fifties outsing and outdance a band of young rockers. But Tom Jones did it with grace, humor, and authenticity.
“Unbelievable” wasn’t just the name of the song — it described the entire moment.
🎵 Suggested listening: Unbelievable (Tom Jones & EMF, Live 1992)