Skip to main content

Home Culture Culture Film & TV

Joesef celebrates queer intimacy in soulful ‘East End Coast’ music video

Exclusive: "If I'd seen a wee guy from the east of Glasgow necking a lad in a music video back in the day I'd have felt a bit less alone."

By Will Stroude

Words: Will Stroude: Images: Nathan Dunphy

Joesef observes queer love and community in typically heartfelt fashion in the video for soulful new single ‘East End Coast’.

The Scottish singer explores shared connection on dimly-lit dancefloors in the arresting new visual, which sees a series of same-sex couples kissing as Joesef drifts between them before locking eyes with another guy.

Released last month, ‘East End Coast’ sees Glasgow-born Joesef bring themes of devotion and unconditional love – both romantic and familial – under one communal roof through nostalgia-laced lyrics that include a nod to his hometown.

As he premieres the video for ‘East End Coast’ exclusively with Attitude, Joesef says: “The track was inspired by someone I fell in love with when I moved away from home. I felt really displaced from my hometown and it felt a little bit further away every time I went home. Life was pretty weird at the time and it sort of felt like the world was ending but at least we had each other.”

Photography: Nathan Dunphy

Having previously made a living pulling pints, Joesef broke through with 2019’s acclaimed debut EP Play Me Something Nice before finding himself on the BBC Sound of 2020 list. He came out as bisexual in his early twenties and the musician admits he struggled with losing the shared community found in queer spaces and music venues during the darkest days of the pandemic.

“I think being anything other than the norm can invite some form of otherness that hangs over you in the usual club setting, but queer dance floors usually celebrate that difference and I feel that whenever I’m there,” he reflects.

Photography: Nathan Dunphy

“I think I didn’t realise how much I needed that connection with other people – whether it be in clubs or doing live shows. I’ve always considered myself a bit of a loner and I really enjoy my own company and get a bit wigged out when I don’t have a minute to myself. But when it was taken away I felt a bit hollow for a minute.” 

As much as the music industry is changing for LGBTQ artists, the queer working-class experience in cities such as Glasgow remains one that’s often deprived of time in the artistic spotlight. 

“Glasgow’s always been a bit of a hard place but there is a massive community of people there,” says Joesef, who is now based in London. 

Photography: Nathan Dunphy

“I’ve always been honest in my music, and hopefully that’s reflected in the visuals too. I think if I’d seen a wee guy from the east of Glasgow necking a lad in a music video back in the day I’d have felt a bit less alone in what I was going through.”

He adds: “If nothing else, I hope at least one person can find some comfort in that sense.”

Listen to ‘East End Coast’ below: