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Mura Masa 'Jump' by The Reids

Rob Ulitski - 13th Mar 2025

The Reids continue their longstanding relationship with Mura Masa with another vibrant celebration of youth and movement, documenting a NYC-based project that revives the joyous act of 'Double-Dutch' skipping.

The video for Jump showcases nonprofit Showdem, a group of dancers from the City on a mission to spread joy through movement. They come together to express themselves through the Double Dutch, the activity that first blossomed in the early hip hop era. They also bring their rope skills to the community, inviting the wider public to participate.

Which is exactly what happens in the video, starting with the dancers' turns within the double skipping ropes before the group appear at a shopping mall for a demo and then get some of the onlookers involved.  

Blending docu-style camerawork with traditional performance visuals, the video is broken up by intimate, candid moments and a celebratory vibe that bleeds through every frame. 

A feelgood promo which showcases not only the group as a whole, but the charismatic individuals within it. And in that respect it certainly feels of a piece with the previous collabs between Mura Masa and The Reids over the past couple of years.

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Rob Ulitski - 13th Mar 2025

Tags

  • Documentary
  • Pick of the Day
  • Dance
  • Performance
  • Dance
  • Showdem
  • NYC
  • Nonprofit
  • Skipping Rope

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Credits

Featured here in the credits?

Production/Creative

Director
The Reids
Producer
The Reids
Creative Director
Mura Masa
Executive Producer
Harry Grove
Executive Producer
Mura Masa
Production Support
Anonymous Content, Apple

Camera

Director of Photography
The Reids

Choreography

Choreography
Showdem Movement Foundation
Showdem Movement Foundation

Casting

Special Thanks
Martha and all The Jumpers

Editorial

Editor
The Reids
Post Production Support From Happy Place

Grading

Colourist
Tom Bolles

Agent

Director's Representation

Commission

Creative Direction By Mura Masa

Rob Ulitski - 13th Mar 2025

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