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11 May 2021

Love's A Joke, I'm the Butt of It

by Syd Briscoe


Jamaal Monarch: “Love's A Joke, I'm the Butt of It” - 3 mins 53s

This perspective-challenging promo from Jamaal Monarch plays with its viewers' sense of direction in addition to their expectations. Directed by Shimmy Ahmed, the film offers an insight into a couple's upside-down relationship, beset by unrequited love and internal pressures.

Washes of neon light and ever-shifting camera angles give the film a dreamlike quality, as rapper Monarch delivers lines which are posturing and vulnerable by turns. It's all held together by a deceptively simple yet self-affirming chorus: "You should be in love with me/You're not/It's stupid".

Model and dancer Shiva Raichandani gives an appropriately tempestuous performance as Monarch's love interest, while the artist himself channels the Notorious B.I.G. in a plastic crown. This is layered work which adds an extra dimension to the synth-driven, shockingly sensitive track it accompanies.


Film Production: Dark Energy Ⓟ Ⓦ
Director: Shimmy Ahmed ♀ Ⓟ Ⓦ
Cinematographer: Martin Roach
Editor: Darius Shu

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