Well don’t I feel like a right knob. Here I was, thinking the film clip for Feel The Love by Rudimental was an amazing vision dreamed up by some award winning director who when approached about coming up with a concept paused… and then said “I see horses… against a ghetto American backdrop… ridden by thugz that would look more at home doing a drive-by than a ride-by…”
BUT it turns out this had nothing to do with the Roman Coppola’s, Spike Jonze’s or Michel Gondry’s of the world and instead was realised thanks to over 100 years of history and the rich heritage of the Fletcher Street Urban Riding Club.
Here’s the low down -
Fletcher Street’s riding community has been a part of the Philadelphia community for over 100 years. For many of those years, Fletcher Street was part of a larger urban horse community that numbered in over 50 stables throughout Philadelphia. Today, it is well known that the area surrounding Fletcher Street has increasingly struggled with unemployment and drugs overtaking the community; the men and boys of Fletcher Street have in turn struggled to maintain their horses, stables and way of life as conditions have become increasingly difficult.
The mission of The Fletcher Street Urban Riding is to save and restore this historical, important facet of Philadelphia’s community, and most importantly, its children. Fletcher Street’s horse community is for many children, the only safe place to be mentored, to feel good about themselves, to learn important lessons in responsibility, discipline and reward. Many of the boys that frequent Fletcher Street have little to no support in life and the men on Fletcher Street have consistently taken it upon themselves to provide a positive environment and some facet of stability for those kids that have none. Fletcher Street is determined to preserve its legacy, children and horses.
So that’s a winning formula if there ever was one, a great story + a killer track = an amazing film clip. Check it out below.