JOY CROOKES COLLECTION
As part of our But Where Are You Really From? season Caroline Wilson from UNDR LNDN reflects on the themes explored in British music videos. In this special Good Wickedry strand we celebrate Joy Crookes in a collection of music videos exploring dual identity and an homage to home.
The lineage of strong female British artists in the music industry is present with the likes of FKA Twigs, Little Simz and Arlo Parks celebrating individuality. Beforehand we had M.I.A, Sade and Gabrielle and their visual choices gave women of colour representation in British music videos. Two breakout artists who have been bold in their mission statement in both their music and visuals are Enny and Joy Crookes.
Raveena, Priya Ragu, M.I.A, Steel Banglez, Naughty Boy, Jay Sean are just a few South Asian artists and musicians of recent times. Statistically always a minority in the British music industry, South Asian musicians have found it hard to gain mainstream commercial success.
23 year old singer-songwriter South-Londoner Joy Crookes shares her Bengali-Irish heritage visually through her anthology of music videos. Her debut album ‘Skin’ was released in October 2021 and multiple bold visuals have been released showing Joy’s connection and pride in her heritage. Here we profile a selection of past and present videos to celebrate the work of Joy Crookes.
“BANGLA NOISE ON BRICK LANE, THAT’S THE SOUND OF MY HOME”
LONDON’S MINE - JOY CROOKES
DON’T FAIL ME NOW - JOY CROOKES
Dir. Taz Tron Delix - 3.14 min
Joy, who always knows how to zero in on bold visual statements, takes a series of bold images to show her definition of strong women and men. The self-empowering lyrics are matched with a pride of traditional wear, henna, long plaits, motorcycles, female boxers and ballroom culture. It is so encouraging to see the production value and detail that has been given to this video.
DON’T LET ME DOWN
Dir. Leonn Ward - 3.19 min
Simple but powerfully, Joy recreates the imagery of Hindu goddess Lakshmi with dancers. We also see her thread of Frida Kahlo influence with her braided hair. An impactful video that showcases her beauty and confidence.
LONDON’S MINE
Dir. Hetti Hurley - 3.43 min
Joy welcomes us to see London through her lens and celebrates local heroes and strong hardworking women in her native Elephant and Castle. Personal snapshots of Joy’s house and personal items are combined with references to Nikesh Shukla’s ‘The Good Immigrant’, presenting a love letter to her place of residence.
SINCE I LEFT YOU
Dir. Leonn Ward - 3.25 min
Inspired by a photograph of her great-grandmother’s village in Bangladesh, Joy delivers an emotional performance in this touching music video. Deepa Keshvala, one of the most respected directors of photography in London also shoots this intimate video.
WHEN YOU WERE MINE
Dir. Hector Dockrill - 3.28 min
Joy celebrates Brixton market and the multicultural local community in this joyous visual. The beginning and final shot of flowers is symbolic of Joy’s appreciation of the natural beauty in this iconic part of South London. Oh and the dress at the end, Frida Kahlo meets Midsommer - another fashion moment from Ms Crookes!
