X-Factor singer insane for Croydon (From Your Local Guardian)

X-Factor singer insane for Croydon

10:00am Thursday 16th February 2012 in Croydon By Hardeep Matharu

X Factor singer Jamie Archer turned to Maurice Reeves when looking for the star of his latest music video - which is set in Croydon and tells the story of last year’s riots.

Jamie’s band Archer has recorded its debut single Insanity in aid of The Prince’s Trust - UK City Riots Appeal.

The video, filmed in black and white, shows day-to-day life continuing along Croydon’s streets, but cuts to reminders of the town’s lasting damage - featuring Mr Reeves and the ruins of his now-famous furniture store.

Jamie - known as Jamie Afro to fans - said the band felt some issues highlighted by the riots still needed to be addressed.

He said: "We mustn’t forget to invest in our societies so we decided if we could help in our small way to making sure this never happens again, we would.

"As we watched the riots on TV we were as stunned and shocked as everyone by what was going on our doorstep. Insanity conveyed some of what was felt at the time and afterwards."

Jamie, who used to work in Croydon, said the area holds fond memories for him and he was over the moon when Mr Reeves agreed to feature in the video.

He said: "For me, watching Maurice Reeves’ furniture store burning live on TV was the ‘stick in the mind’ moment of the riots.

"Including Maurice and the ruins of his store helped conveyed the song’s message. It was insane that this 144-year-old store which had survived two World Wars was ultimately destroyed by its own community.

"Although the riots took place in several areas of the UK, it felt right to shoot the video in Croydon.

"It’s a fantastic area of London and Maurice is a great example of how lovely its people are."

Mr Reeves said he was only too happy to help promote Croydon, but shooting the video provided a stark reminder of his loss.

The film ends poignantly on Mr Reeves, looking at the ruins of his store, with Jamie Archer silently joining him.

On filming the shot, Mr Reeves said: "The more I stood there, the sadder I became. I grew up as a boy in that shop and my life was spent walking over to it to go to work. Now there’s nothing there. "It was an iconic moment for me which I’ll remember."

Mr Reeves said his liking for the song convinced him to be involved.

"The music has a haunting melody which complements its fantastic title. What the rioters did to our shop was insanity. It was pointless, wanton destruction and the song conjures up exactly how I felt."

Archer’s single Insanity is out now.