Pride and Joy of the 19th Floor

Directed by Ebeneza Blanche through Smuggler, the emphasis on family and community is prevalent throughout the film. 

It begins with Crookes at home with her grandmother and features her performing a traditional Irish dance as a nod to her part-Irish heritage.

“I wanted to create a visual that questions and provokes the viewers by spotlighting the different races and class systems in London,” Blanche commented. “I drew a lot of inspiration from the lyrics of the song and the conversations that took place with Joy Crookes.”

The song itself “is a recognition of all the obstacles immigrants have to overcome to build a life in somewhere like the UK, an acknowledgement of the journey that my Grandmother, for example, had to face to get to the 19th floor of a South London tower block and the heights that she’s managed to reach,” said Crookes.

With visuals that match the lyrics about the complexity and beauty of community, the promo includes moments of reflection as the camera lingers, creating portraits of the people of London. 

With this combination of lyrics and visuals, the video honours the “unity and empowerment of the people” in this London community.