Josh Cole, a great photographer who delves into the world of music promo with this piece for Rudimental (“Not Giving In” ft. John Newman & Alex Clare). It’s clear to see that Josh steered the production by chasing a story close to his heart; anybody who is a fan of his previous imagery will know that he focuses on dancers, more often than not in far flung locations and very different environmental situations to the UK.
As always, with this piece he has succeeded to transport us into the lifestyle of others, perhaps more emotively through the medium of film than photographic work allows within the world of dance. This is more of a short film than a typical promo, but very fitting with the track, and the fantastic storytelling makes it all the more gripping. No wonder it’s had over 600,000 views on YouTube!
Josh Cole’s foray into the world of music video is, in my opinion, a very welcome advance, look forward to seeing a lot more of what he can achieve. Check his other work out here.