Built on a fast-moving production timeline and driven by a tightly coordinated crew, Pound Town embraces intensity both in front of and behind the camera. With a strong emphasis on performance, set design, and kinetic editing, the project channels a high-energy visual language that matches the spirit of the track.
From location challenges to tightly packed shoot days, the process reflects the realities of contemporary music video production — where creativity, logistics, and momentum all collide under pressure.
Below, director Ned Donohoe breaks down the making of the video.
A Collaborative Effort Across Departments
With a crew of around 25 people, the production relied on a wide range of contributors, each playing a key role in shaping the final result.
How many people worked on your selected video? Who played a key role in it?
Like any film production, this was a huge team effort, with roughly 25 crew across both shoot days. Every person played an essential role, but some key players truly brought the project to life.
Our producer, Nathan M. Legger, remained calm under pressure and consistently delivered, even when things looked like they were slipping away. Joey Knox (DOP) is a longtime collaborator of mine and played a major role in defining the film’s visual language. Our Art Director, Jade Rache, was crucial in building a convincing, seedy back room that felt both lived-in and debaucherous.
Matilda Oliver (Stylist) absolutely smashed the brief, elevating Partiboi69 and Skream into versions of themselves I’ve never seen before. Nic Marilyn (HMU artist), on her first go, created the most convincing post–hair transplant scalp I’ve ever seen.
A big shoutout as well to our young gun 1st AD, Billy French, who managed an almost impossible shot list and somehow still made it work. Our gaffer, Will Churchill, worked tirelessly (and calmly) to elevate every frame despite cramped spaces and an intense schedule.
In post-production, David Tse (editor) brought his signature high-energy, kinetic style, which was essential for a track like this.
Finally, Partiboi69, who put a huge amount of trust in me to bring his wild idea to life.
A Fast-Turnaround Production
How long did it take to make it? What was the process (in short)?
It all moved very quickly — which is pretty standard for music videos. We had about three weeks of prep, shot it over two full-on days, and then turned it around in post in under two weeks, with the grade landing on the 26th. It was intense, but that momentum really fed into the final piece.
Overcoming Location Challenges
Securing the right locations proved to be one of the most demanding aspects of the production, particularly given the specific timing and budget constraints.
What challenges did you face while working on the video?
One of the biggest challenges was securing locations — particularly the off-licence (a small UK convenience shop that sells alcohol to take away). For both creative and technical reasons, we needed to shoot at night, which meant filming during peak trading hours — not exactly an easy sell.
Finding a shop willing to let us take over their space within budget was incredibly tough. And honestly, it’s understandable — they don’t know us, and they’re running a business. I spent days cold-approaching over 40 stores before finally finding one that was open to it.
Some of the quotes we received were wild — up to £10,000 for just four hours. So when we eventually locked a location, it was a huge relief.
A Standout Moment of Absurdity
Amid the film’s high-energy tone, one moment stands out for its sheer escalation and dark humor.
What part of the video is your favorite?
When Partiboi69 cranks the mechanical bull to the maximum and (spoiler) overwhelms the old geezer to death.
Embracing the Spirit of the Track
Is there any message that the video is sending that you don’t want the viewer to miss?
That Partiboi69 & Skream want to take you to POUND TOWN, BABY.
Watch the music video below.
CREDITS
Written By Partiboi69
Directed by Ned Donohoe
Producer: Nathan M. Legger
DOP: Joey Knox
Executive Producer: Ed Guida
Production Company: Protcl
Label: HARD Recs
1st AD: Billy French
2nd AD: Samuel Fullerton
PA: Joe Kenny
Location Manager: Nick Jay
Casting Director: Stafi Samaki
Stunt Coordinator: Mark Ruddick
Intimacy Coordinator: El Wood
1st AC: Christian Wood
2nd AC: Rory Thomas
Gaffer: Will Churchill
Spark: Alex Strachan
Art Director: Jade Rache
Assistant Art Director: Bronte Carter
Graphics: Jackson Fitzsimmons
HMU Artist: Nic Marilyn
HMU Assistant: Charlotte Louisa Moran
HMU Assistant: Saphron Morgan
Stylist: Matilda Oliver
Styling Assistant: Imaan Ashraf
Editor: David Tse
Colourist: Abe Wynen
VFX: Mathew Russello
Sound Editor: Andrew Collie Richards
BTS: Dean Lever
Cast:
Eric Harvey Harold Jude Rose Stuart Whelan Sam Shoubber Peter Labas Star Mckenzie Anjelica Angwin John Wilkinson Derek Elwood Christine Coral Max Dowling Nuala Bradley Myles Morgan
Camera Kit: Yellow Cactus
Special Thanks: Sneath Studios
POP TO THE SHOP
