Joe McElderry’s new music video – made in North Shields

When Susan French, managing director of Crew Gal, checked her Instagram account one morning in April, she was surprised to find a message in her inbox from Joe McElderry. Joe was looking for someone to produce a music video to accompany his new song, ‘Love Me Out Loud.’ He had heard good things about the North Shields-based creative company and as someone who champions local talent, thought they might be a good fit. Several conversations later, it was clear that they were, and Crew Gal won their first commercial video shoot.

Used to producing music videos with students over a period of six to eight weeks, it was a bit of a ‘you what?’ moment when Joe asked if it could be ready in just three weeks’ time to coincide with the record’s release. Always the professionals, Crew Gal quickly rallied a production team and set to work. I was over the moon to be included in this, and the next few weeks were a whirlwind.

After winning The X Factor in 2009, South Shields-born Joe enjoyed major chart success before starring in musical theatre, panto and even opera. As well as being head-to-toe talent, Joe is also known for his endearing personality, which has helped him become one of the North East’s most popular entertainers with a huge fan base.  

It therefore came as no surprise that when Joe arrived for the first production meeting at Crew Gal, there were no airs and graces and within minutes he had become one of the gang. As we sat around the meeting room table listening to the track for the first time, Joe explained how the song had come to be. It was a deeply personal heartbreak song about a turbulent relationship and break-up. But it was no ballad. ‘Love Me Out Loud’ was an instantly catchy, banging disco number, which made you want to get up and dance!

During the early stages of the creative process, ideas were thrown around the room and everyone agreed that the video should have a 90s disco vibe. Initial location ideas included a bowling alley and even inside an aircraft. Crew Gal went as far as sourcing an aeroplane where we could shoot the video. Whilst researching that era however, someone recalled the iconic Levi 501 jeans advert with stunning Nick Kamen doing sexy laundry to Marvin Gaye’s ‘Heard it Through the Grapevine’, and so the launderette idea was born.  

The Cresswell Launderette in Sunderland was top of the list of potential locations with its wall of bright blue, 1950s retro washing machines. Thankfully, owner Jack could not have been more cooperative and agreed to shut the shop to the public for the shoot – in addition to letting us turn his shop into a disco for the day! 

Having the location firmed up, the team had great fun expanding the initial concept. The Cresswell Launderette would become The Heartbreak Launderette, a place where the broken-hearted would go to get rid of their dirty laundry and wash away the blues!  As the catchy chorus exploded into life, the mundane world of the launderette would disappear, replaced by an intoxicating disco, complete with DJ on decks, flashing lights, bubble machines and a high-energy dance routine. 

The art and props department set to work, using a colour palette of pink, purple and blue, which was inspired by Kylie’s ‘Put Yourself in my Place’ video. The attention to detail was impressive and everything was considered from designing the huge ‘Heartbreak Launderette’ shop sign, down to making bespoke washing powder boxes, fabric conditioner bottles and my favourite, the ‘no closure’ sign for the shop door.

Choreography was key to bringing the Heartbreak Launderette to life.  We wanted a snappy dance routine with the launderette full of dancers – on the floor, on the benches and even up on the washing machines.  With less than two weeks to go, Joe and Crew Gal urgently rang around their contacts.  Within a couple of days, Jessie Doran and Sinead Wynne from Dance City had created the perfect dance routine and Kelly Maddison of Madd Dance Studio in North Shields had volunteered her superb spacious dance space for rehearsals – in addition to an army of talented dancers. Joined by Joe, the troupe of twenty dancers were step perfect within days.  

All we needed now was a DJ to work the decks at the Heartbreak Launderette Disco. There was an immediate and enthusiastic ‘yes’ when Joe suggested his 93-year-old grandma, legend and podcast queen, Hilda.  

Two intense weeks of planning and preparation paid off and shoot day was textbook. Though there were forty cast and crew squeezed into the tiny launderette for almost twelve hours, spirits remained high and Grandma Hilda, spinning the decks in her rhinestone cowboy hat and shell suit, kept a smile on everyone’s face!

After a month of post-production and editing, the video was ready in time for Joe’s official release date at the end of June and he chose to premiere it at Crew Gal Creative House in North Shields. Joe and Crew Gal went all out and treated us to an evening to remember, the premiere complete with a red carpet and champagne.  

We all gathered together in Crew Gal’s cinema to watch the video for the first time and I breathed a sigh of relief.  It was everything we had hoped for and more. I was amazed how this team had managed to create such a polished, professional video in such a short time and felt incredibly proud to have been part of it.  Joe applauded local talent in a short speech afterwards and reflected that the whole video had been created by a group of people living within a thirty-mile radius.  

For Joe McElderry, bringing the premiere of Love Me Out Loud to North Shields and entrusting its production to a North Shields-based company was a conscious decision to keep things local. From the dancers and film crew to the creative team behind the camera, the project was a celebration of local talent.

For those of us fortunate enough to work on the production, it was more than just a day’s filming, however. Crew Gal had already invested in us through free training and for many, it was their first opportunity to step onto a professional set. We were trusted with real responsibility, paid industry-standard rates and even earned IMDb credits. All valuable experience that, until recently, often meant travelling hundreds of miles to London or Manchester.

If Love Me Out Loud proves anything, it is that the North East has the creativity, skills and ambition to produce work of the highest standard. With companies like Crew Gal creating opportunities close to home and artists like Joe choosing to champion local talent, the future for the region’s creative industries is looking brighter than ever.

Watch the Joe McElderry ‘Love Me Out Loud’ video here: https://youtu.be/vUN23v3dA6c?si=xVgKPl5yWd8kOYNN

For information on future courses at Crew Gal see Instagram – @crewgalcreativehouse or email admin@crewgal.com

All photography Max Hunter: Instagram – @max.hunter.128