Radar Premieres: JOY

Vibrant colours, beautiful nature and a drunken rapper form the recipe for Joy’s new music video. Radar gives you the premiere of Ingen Hejd, a video that resulted in several bruises and a minor tsunami…


High-powered rap, more is more and some crazy amazing fashion moments are what we’ve come to associate with Swedish rapper Joy. And her new video is no exception. Joakim Wijk has directed the piece featuring Joy switching between different styles in beautiful settings. Wijk set out to capture the essence of the rapper’s colourfulness with… colours! Joy herself describes the video as “My favourite colours in sick environments and all my different styles on top of that.”

The video was shot during four days abroad and the process is said to have been “smooth sailing”. But it almost ended in bloodshed.
– We filmed a lot by the water and one day when I was quite drunk, the waves were almost as big as my own ego. I ended up standing alone and wasted in the middle of a tsunami. But I managed to escape the waves and got away with only a splash of water plus some bruises, Joy explains.

Well, we’re real happy she made it out alive from this cray cray video shoot! And also real happy to present the premiere of Ingen Hejd below.