HEL 'BODDLE' by Youness Benali

Youness Benali – formerly known as You Ness – has now moved to The Sweet Shop in London, and has just made his first music video at his new home for fellow London-based Swedes, the hip-hop outfit HEL. 

It's a modern, stripped-back and graphic take on the hip-hop performance promo. And alternative imagery in the video for Boddle. In fact, it's an eyepopping redefinition of the 'bling and bitches' hip-hop aesthetic.

Youness arrives at The Sweet Shop having been previously represented by Skin Flicks (which has now closed its doors). He studied at Central St Martins in London, where he was commended at the D&AD New Blood Awards, and then the Royal College of Art, where he picked up a camera and started directing. His video for for Drums of Death was nominated for Best Dance Video at the UK Music Video Awards.