Rob Ulitski - 8th Apr 2021

Ashleigh Jadee directs a thought-provoking promo for Sons Of Kemet featuring Kojey Radical. 

In the video for Hustle, two dancers represent the duality present within any struggle to transcend internal limitations - until differing elements of the self are reconciled and act in unison.

Following two dancers from the city, through nature and into the water, the concept explores the idea of rebirth and transcendence, with a breathtaking energy and powerful aesthetic. 

An amalgamation of craft and creative collaboration, the performance from The Jaiy Twins is truly arresting, and fits perfectly within Jadee's concept. 

“The meaning is not universal and the cultural context of the listener will shape their understanding. Yet in the end, the overarching message remains the same: For humanity to progress we must consider what it means to be Black to the Future,” explains Sons of Kemet’s Shabaka Hutchings, referencing the band's upcoming album title. 

PRO Credits

Credits

DirectorAshleigh Jadee
ProducerAdi Alfa
Production CompanyDynasty Entertainment
Director of PhotographyEric Myers
Focus PullerRob Haywar
SteadicamMichael Vega
GafferLighting By Joe
WardrobeCold Laundry
Make-upDanielle Aleshea Artistry
EditorAmber Saunders
ColouristConnor Coolbear
Grading companyElectric Theatre Collective
LabelUmg
Other creditsProduction Assistant: Jessica Rigby Dancers: The Jaiy Twins Assistant Movement Direction: Eleanor Grace Hann BTS: Lauren Mccollin Runner: Taz B Catering: Mama Jays Kitchen

Rob Ulitski - 8th Apr 2021

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