Jeshi Drops Video For ‘Inside Out’
7 Dec 2023
One of the most important voices in UK Rap today, Jeshi has come through with a clean visual for his track, ‘Inside Out’. The video was shot in Tokyo and was directed by Mike Sunda.
Jeshi rose to prominence last year with his critically accliamed, refreshing project, ‘Universal Credit’. He has since followed this up with ‘The Great Stink’, from which ‘Inside Out’ comes from.
Speaking on the video, director Mike Sunda stated:
“We opened up the PUSH Japan office at the beginning of 2020 and one of the first things on our mind was wanting to connect the dots between London and Tokyo, especially through music culture, but the pandemic lockdowns made that impossible until relatively recently. Because of that, being able to bring Jeshi over for a show here was one of the highlights of the year, and we had discussed shooting a video out here to make the most of the trip.
The kernel of the idea behind the video – a homage to Takeshi Kitano’s “Sonatine” – came to mind almost immediately based on the visual aesthetic, which felt right for Jeshi and for the track, and was also inspired by Jeshi’s interview with The Guardian last year when he spoke about a pivot away from “retaliatory violence”. On top of that, the creative direction already in-place with The Great Stink EP – even though it’s so “London” – also felt like really fertile territory for exploring a side of Tokyo that we see all the time as locals. It gave us a chance to dig into the urban grit and run-down suburban landscapes that are a huge part of Tokyo’s identity, but don’t get the same visibility as the more picturesque or tourist-friendly sides of the city.”