Met’s Operation Trident Hosts the Launch of New Promo Video

Popular culture’s obsession with guns and glamour gets a shake up this Friday (3.11.06) as the Met’s Operation Trident hosts the launch of a stark new promo video created by internationally renowned music video director Jake Nava.

The Metropolitan Police’s Trident initiative is taking an unconventional approach to targeting young people to dissuade them from becoming the gun users of the future by bringing together a top music industry director and ‘grime’ music collective Roll Deep’s for their antigun crime track “Badman”.

The track draws on the Roll Deep’s personal experiences of friends who have been affected by gun crime to explore the negative effects carrying and using a gun can have.

This hard hitting track is complimented by a compelling reality based video directed by Jake Nava, who was brought up in Hackney before moving to America to direct music videos for stars such as Beyonce (“Crazy in Love”)
and Kelis (“Milkshake”).

The track “Badman” has been widely played on targeted youth radio stations after its release in mid September but the promo video will be screened for the first time at a launch at Brixton’s Ritzy cinema at 10.30am on Friday
3.11.06 before it is played across urban, youth and music TV channels from 6.11.06.

Media are invited to attend the on camera launch where Roll Deep will be available for interview following the screening. Also available will be Commander Cressida Dick from Operation Trident, Lee Jasper from the Trident
Independent Advisory Group and some of the young people who were involved in the project as it developed.

If you are interested in attending please confirm with the Met’s 24 hour press bureau on 020 7230 2171.

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