videoJoesef 'East End Coast' by Luis Hindman
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