Poppy Ajudha's "She Is The Sum" Gets The Subtle, Cinematic Visual Treatment It Deserves

Poppy Ajudha's "She Is The Sum" Gets The Subtle, Cinematic Visual Treatment It Deserves


March 26, 2018

When Poppy Ajudha dropped her dynamite five-track FEMME EP in February, the world rightly sat up and listened.

We've already been spoiled rotten with videos for the EP's lead single "Spilling Into You", with Kojey Radical, and now we have visuals for arguably the EP's finest cut, "She Is The Sum". Ajudha's deeply arresting vocals and the Kaytranada-esque low-end grooves from Ben Hayes and INBLOOM are matched by an equally rousing visual that's as subtle as it is cinematic.

Directed by Ali Kurr (with whom Ajudha co-wrote the video's storyline), the video sees Ajudha reflect on what she calls "radical patience" and the role that has played, and continues to play, in feminism. A potent message cleverly articulated, that message can even be seen on her hoodie, which reads "Women are more than muses".

"I wrote this at a point when I was feeling really fucking angry and tired," she explained, "I was at uni doing a course on gender at the time and reading on feminism, womanism, queer studies etc. is sobering to say the least. It filled me with a weighted feeling that I needed to process."



Words: James Keith
Photography: Eva Pentel


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