Search The Line of Best Fit
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Screen Shot 2017 10 13 at 13 33 30

Poppy Ajudha’s sophisticated visual for “Spilling Into You” is the best video you’ll see this winter

13 October 2017, 13:25 | Written by Paul Bridgewater

Deptford, South London-born Poppy Ajudha uses the free-form flows of jazz as a baseline to develop and experiment but her sound continues to bounce off a variety of genres that underpin the sound of UK club and dance culture.

"Spilling Into You" is the Ajudha new track and comes via an incredible video that, she tells us, "explores love in all its guises, the complexity of relationships and how women are perceived within those relationships when hypersexualisation and objectification is normalised.”

The visual puts forward the symbolisation of women of colour as in alliance with queer culture in their innate opposition to masculinist heteronormativity. While the song explores exoticism and objectification of the female body via the male gaze it also explores concepts of monogamy and static sexuality as social constructs which create tension within the relationships that seek to uphold these values.

Kojey Radical lends a hand on the track and the video's stars include writer Helene Kleih, Gal-dem's Editor-in-Chief Liv Little, designer Suhaiyla Shakuwra and Essie Buckman, the founder of Fortie.

The video is directed by rising director Ali Kurr - notably she’s cut impressive clips for the likes of Connie Constance and Loyle Carner. “I'd seen a couple of Poppy's live sets on YouTube and was instantly like I've got to work with this insane singer,” Kurr tells us. “I loved her look and vibe so reached out and a couple of months later we ended up writing the idea for the film."

Both Poppy and Ali Kurr grew up with single parents and felt it was important to show the father’s strong bond with his daughter as well as the difficulties of parenthood.

"Music videos are so often a collaborative process between artist and director and so it started from Poppy's vision and then I offered places we could take it and the idea continued to develop till we reached a final concept.”

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