Hometown heroes JW Paris have released a long-awaited video for their single ‘Royalty’ – and they use Luton as the backdrop.
The alt-rock duo released their track to much acclaim back in March, but Coronavirus struck and it threw music into a period of uncertainty that scuppered a BBC Introducing live session and 10-date UK co-headline tour with London angular art-punks Fiende Fatale.
JW Paris teased the video back in June, with some footage of duo Danny Collins and Aaron Forde being filmed strutting down Bute Street, while a photograph was also posted of duo posing outside Kenilworth Road, the home of Luton Town Football Club.
They finally dropped the video last week, with a message on Facebook that said, ‘don’t forget your home town!’
The promo begins with some archived news footage from the 1970s of people talking about the town and then some old school football commentary as the boys strut in slow motion outside the Hatters’ HQ.
The video takes them on a trip down George Street, past the iconic Town Hall and a performance on top of the The Mall car park, overlooking Power Court, where a new 17,500-seat stadium and 1,800-capacity music venue is to be built by Luton Town FC.
Singer/bassist Aaron said: “This video has been in the making for several months. We began production for this pre lockdown but due to the virus hitting us all we had to postpone until it was safer to shoot the hometown scenes.
“We wanted to shoot it back in Luton as it’s where we began. Trailing through all the dingy bars on and off stage. The song for us, is about knowing yourself that you’re your own royalty and for us Luton is part of it!”
Talking of the single singer/guitarist Danny said: “‘Royalty’ celebrates a passionate optimism in the face of a disenfranchised norm. We dare to dream bigger and break away from the dictated path that society tells you to go down. You are your own royalty and can do anything you want.”
What JW PARIS have been doing of late is recording their next single and EP, which should see released on BLAGGERS RECORDS around November 2021.
The duo are also currently on the hunt for a permanent drummer.
For those that don’t know, the name JW PARIS comes from a story about one of the world’s most cursed black diamonds, which originated as The Black Orlov, also known as the Eye of Brahma Diamond.
In the early 19th century this diamond was stolen from a statue of the Hindu god which according to legend, this theft caused the diamond to be cursed.
In 1932, diamond dealer JW Paris is said to have taken the diamond to the United States and soon after committed suicide by jumping from a skyscraper in New York City. Later owners included two Russian princesses with both women allegedly jumping to their deaths in the 1940s.
The diamond was then split into three pieces in order to break the curse and now sits within the Museum of Natural History in New York City.
