Joan Armatrading ‘Already There’ Video Out Now

International music legend, Joan Armatrading, has premiered the beautiful new video for her latest single, ‘Already There’. The new single is her first offering from her upcoming studio album ‘Consequences’, which is releasing worldwide on the 18th of June.

The stunning video was shot at the Rivoli Ballroom in London, UK, and directed by David Lopez-Edwards, who is well-known for his creative videos and has previously worked with Kylie, Pet Shop Boys, Emeli Sande, KT Tunstall, Natalie Imbruglia and Culture Club.

The song deals with the familiar concept of two lovers, where one has already fallen in love and is waiting for the other to catch up. As David Lopez-Edwards says: “Joan is a great story teller through her music, and when I first heard the track I had this image of her sat in an old armchair telling the beautiful love story that is Already There”.

“I really wanted to be able to convey the emotion of the song in the video. I thought the best way of achieving that was to tell the story was through contemporary dance and have a dance couple interpret Joan’s lyrics, and tell what is essentially a very emotional narrative through their movement, expression and interaction. We were all blown away by the routine our choreographer Ainsley created, and it was truly magical seeing it brought to life by our two incredible dancers Zhané and Jared.”

Joan concurs: “The dance interpretation of my song Already There is perfect.”

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Dr. Jerry Doby Editor-in-Chief of The Hype Magazine, Media and SEO Consultant, Journalist, Ph.D. and retired combat vet. 2023 recipient of The President's Lifetime Achievement Award. Partner at THM Media Group. Member of the U.S. Department of Arts and Culture, the United States Press Agency and ForbesBLK.