LEDs not working with direct power

Hey all,

I am new to this and I am having a few issues.

I have a strip of LEDs (my second after I thought the first were DOA) they do not power on when I connect the red/white wires directly to the PSU sharing ground with the PI in y barrel connector. However, if I use the included dongle thing (model HJHX0013) they come on and go through what seems to be a preset startup loop of colors (thought it was hyperion starting but it wasn't)

My question is what am I missing to get these LEDs working without the dongle?

Here is the link to the LEDs I purchased on Amazon:

I am running a RPI3b, a working screen grabber with loop (tested in hyperion settings page via live view) and I have tested a 10 and 20A 5v psu (both only power leds on with the dongle attached).

I was able to get some of the the leds to power on, issue was a poor connection in my barrel jack. Now working through the settings to get them all to come on together. This post can be marked as resolved.