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Joey Maxwell 'Too Much' by Amitybloc

Promonews - 1st Apr 2021

When he's not being dragged down the street, South London troubadour Joey Maxwell mulls over life's struggles in a deserted pub, in Amitybloc's video for Too Much. But there is no keeping this feisty fellow down for long.

The fun times start to return once he meets up with 'Auntie' in the shopping precinct, and presents her with a brand new mobility scooter. Joey cannot help hitching a ride, and then blazing a trail back to positive vibes.

This is the latest project for Maxwell and his brand of jaunty bedroom-pop by creative studio Amitybloc, who have shot stills and visualisers for the his debut EP, including video and lyric video for the single my self. 

AMITYBLOC:

We witness Joey’s purpose reveal itself: not to just see colour but to bring colour into peoples world.

"With the instrumentation of Too Much maintaining Joey Maxwell’s trademark juicy and bouncy sound, the video called for a really fun and comical concept.

"However the lyrics ran with themes that were expressively dark, and covered the feelings like having a lack of purpose in life, questioning your role in the world, and most importantly the inability to see colour around you.

"Having worked with Joey Maxwell on the previous Peep Show-inspired video for my self, the concept continued the use of creative camera rigs as, minute by minute, we witness the realisation of Joey’s purpose reveal itself: not to just see colour but to bring colour into peoples world."

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Promonews - 1st Apr 2021

Tags

  • Director's notes
  • Performance
  • Singer-songwriter
  • Indie-pop
  • Bedroom Pop

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Credits

Production/Creative

Director
Amitybloc
Producer
Rhory Danniells
Production Company
Production Manager
Taylor Sundermeier
1st AD
Sam Roffey

Camera

Director of Photography
Sam Mayer
Focus Puller
Louis Vella
2nd AC
Emily Mcney

Lighting/Grip

Gaffer
Orlando Riches

Art

Art Director
Henry Heffer

Wardrobe

Wardrobe
Olivia Jones
Make-up
Katie Downer

Editorial

Editor
Amitybloc

Grading

Colourist
Myles Bevan
Colour grade company
Time Based Arts

Commission

Commissioner
Joanna Szyczewska
Label
Polydor

Other credits

Grip

Brett Lamerton

Spark

Mackenzie Stretch

BTS Videographer

Theo Batterham

Management

Sam Cantlon, Julian Deane

Cast

Julia Lacey (Aunt), Stephen Sheridan (Landlord)

Promonews - 1st Apr 2021

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