Róisín Murphy self-directs the beautiful promo for Fader, set against the backdrop of Murphy’s hometown of Arklow, County Wicklow.

In the video, we see a street parade pass through the town, with Irish dancers, majorettes, Girl Guides, Boy Scouts and a brass band in tow. And Roisin herself joins the parade, weaving between the participants, perfomring the song.

Shot in striking black and white, the video has a nostalgic feel, and given the full-circle nature of the filming location, fits in perfectly with the concept. 

This is a true celebration of people and place. You can see the radiant joy in every frame, and given Murphy's full creative direction of the piece, can tell just how how much of a personal achievement the final video is to her.

And as she explains, the parade was all her own doing.

"This idea came to me partly in reaction to making such surreal and ‘other’ imagery for the album artwork, and partly in response to the track itself," she has explained. "I felt I needed a totally authentic space in which to perform Fader. The song is about life and death and music - and so I went home to where it all started for me. 

"Just as in the music there’s a huge HipHop influence on the video, and for me to have the sheer front for that, it needed to ring true. And so my home town, Arklow was in fact, the only option.

"It was a huge task to take on, connecting with local government councillors because we had to close the road and then, with local groups of all kinds, musicians, dancers, scouts, majorettes, farmers, fishermen etc and much of my family...

"Doing something like this is a massive responsibility and it threatened to overwhelm me at times. But on the day we had Hollywood sunshine and just an incredible sense of goodwill. The people of Arklow made me so proud. It truly turned out to be one of best days of life.”

And arguably one of the best videos of her illustrious career...