Cat Velez - 1st Oct 2015

Yousef Eldin has directed this lovely documentary-style video, capturing the spirit of the Notting Hill Carnival for Rudimental's reggae-infused anthem We The Generation, the title track from their second album. It captures the band, with Mahalia on vocals, jamming in a Portobello Road cornershop, intercut with portraits of local residents preparing for the big weekend in 2015. 

The director reveals that his motivation was to put the redress the balance about perceptions of Carnival. "This film was all about reclaiming the Notting Hill Carnival," he says. "It's one of the world’s most famous events but suffers a real stigma in the UK. The film just touches on the real life, shooting real characters around the carnival of inter-generational stories; people coming together in the genuine spirit of community and harnessing its power - a message that is at the heart of the band’s music and their album."

Yousef adds that the man who appears at the end of the video, who visited the set when he shot the band's performance, is Leslie Palmer, the founder of the Notting Hill Carnival as we now know it. "[Leslie] was the carnival director in 1973 who expanded the route and brought over the sound systems," he explains. "He's also a total legend - and he would be an OBE if he came from any other section of the arts in the UK."  


DirectorYousef Eldin
ProducerJennifer Forde
Production CompanyRattling Stick
Executive ProducerEllie Fry
Director of PhotographyJim Joliffe
Focus PullerDan Dennison
GafferLouis Deveraux
Art DirectorGini Goodwin
EditorLeila Sarraf
Editing companyTrim Editing
Grading companyElectric Theatre Collective
LabelAtlantic Records
CommissionerShadeh Smith

Cat Velez - 1st Oct 2015

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