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Joesef 'East End Coast' by Luis Hindman

Rob Ulitski - 9th Aug 2022

Luis Hindman directs promo full of yearning for Joesef - set on two different crowded dancefloors.

Following previous collaboration for It's Been A Little Heavy Lately, the video for East End Coast sees Joesef drifting through an atmospheric club packed with a mixed crowd of revellers and kissing couples. He is seemingly the only one alone among this hipster crowd, reflective and lipsyncing to the melodic song.

The fact that he is pining from a lost love from his hometown of Glasgow is brought home by the introduction of another, slightly less crowded dancefloor, of a gay club - this one distinguished from the other also by the blueish tinge in the grade and a different aspect ratio - with Joesef himself in a smooch with a boy.

It's an evocative display of love and loss, told through an atmospheric and hyperreal aesthetic, beautifully shot by Sam Meyer. Joesef also gives an excellent downbeat performance amid the fevered atmosphere of the London club, and Luis Hindman handles this tricky juxtaposition of the two settings, to bring out the emotion of the song, really well. 

Joesef told Attitude Magazine that the video was very important to him. "If I'd seen a wee guy from the east of Glasgow necking a lad in a music video back in the day I'd have felt a bit less alone."

Rob Ulitski - 9th Aug 2022

Tags

  • Narrative
  • Pick of the Day
  • Performance
  • Pop
  • Indie pop
  • Love
  • Loss
  • Nightclub
  • Evocative
  • High Energy
  • LGBTQ+

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Credits

Production/Creative

Director
Producer
Aidan Robert Brooks
Production Company
Three Shades Creative
1st AD
Danny Rumbelow
Director’s Assistant
Nicole Tomkins, Production Assistant

Camera

Director of Photography
Sam Meyer
Focus Puller
Joshua Dadson
2nd AC
Antonius Cramer
Steadicam
Tommy McMahon

Lighting/Grip

Gaffer
Sonny Horwell
Spark
Tom Thain, Spark Trainee

Art

Art Director
Sean Patel-gould
Art Assistant
Victoria Radford

Wardrobe

Stylist
Amy Holden-Brown
Hair
Shamirah Sairally
Make-up
Shamirah Sairally
Stylist Assistant
Lily Tuteao-Burn

Casting

Lead actor
Giles Surridge
Party Cast
Aaron Chote Andy Guring Ashish Singh Ava Lea Bailey Davis Carlo Francis Carmen Torres Cathy Alexanders Chrysanthou Caye Charlie McQuade Chelsie Newman Deni Yeezy Eleni Ordans Evan Francis Jones Evelyn Phenix Gabriel Leavey Harry Zhao Jarren García Kaitlyn Bryce Mcqu Koso Lauren Kowalski Lily Lea Lilith (Lily) Gidych Luther Ford Marci Lewis Onur Yasar Cocen Paulina Lavea Ronke Olagunju Ryan Oblea Sam Edwards Sebastian Swanborough Sokari Erekosima Sophia Lilley Stone Ton Victor Liu Warrick Simon

Editorial

Editor

Grading

Colourist
Tom Mangham
Colour grade company
Black Kite Studios

Commission

Commissioner
Cheyenne Miller
Label
Awal
Head Of Marketting
Charlotte Birch SVP, Creative Marketting

Rob Ulitski - 9th Aug 2022

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