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. 


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."

PRO Credits


ProducerRhory Danniells
Production CompanyIntergalactic Studios
Production ManagerTaylor Sundermeier
1st ADSam Roffey
Director of PhotographySam Mayer
Focus PullerLouis Vella
2nd ACEmily Mcney
GafferOrlando Riches
Art DirectorHenry Heffer
WardrobeOlivia Jones
Make-upKatie Downer
ColouristMyles Bevan
Grading companyTime Based Arts
CommissionerJoanna Szyczewska
Other creditsGrip - 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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