Coco Jones

Priya is a London-born Director and Creative Director who is passionate about telling stories that emerge from the margins, grounded in the energy and intimacy of everyday life. She has made a name for herself by crafting visually impactful live performances, music videos, and short-form documentaries for some of the most exciting names in music including Pop Smoke, Billie Eilish, Summer Walker, Ella Mai, Giggs, Jessie Reyez, Yungblud, Omar Apollo, and Coco Jones. Her work has been recognised by publications such as The Fader, Billboard, and Teen Vogue. Priya's work as a director often explores diasporic identities and always somehow traces back to the stories, people and places that raised her. Her background as a writer is integral to her unique narrative-driven directorial style. Priya was also a contributing writer to The Good Immigrant USA, an award-winning best-selling anthology exploring race in 2019 and in 2020 was chosen as one of six directors for the inaugural class of The Salon, a mentorship program aimed at nurturing and amplifying South Asian talent. In 2023, she won the CREATE prize at the Beauty & You Awards aimed at celebrating the next generation of Indian talent and is currently working on her first narrative short.