Will Joseph Cook - Be Around Me (feat. chloe moriondo)

What this video is

Released 18 February 2021, this video captures a defining moment of early-2020s indie pop culture: a TikTok-originated viral moment converting into a formal transatlantic artistic collaboration. Will Joseph Cook's original track gained traction when chloe moriondo used its audio on TikTok, leading to a duet that bridges the UK indie-pop scene (Cook, Tunbridge Wells) and the US bedroom-pop scene (Moriondo, Detroit).…

Why it matters

A textbook case of TikTok-to-single pipeline realised as a polished indie-pop artefact. The video documents the convergence of UK guitar-pop songwriting tradition with American bedroom-pop sensibility, and the role of short-form video platforms in reshaping how collaborations form. Gilbert's…

The director

Bertie Gilbert (b. 1 May 1997) is a British-South African director and writer based in London. Beginning his career as a child actor — including a role as Scorpius Malfoy in Harry Potter and the Deathly Hallows: Part 2 — he transitioned to filmmaking from…