Viral Hooks
Trending short videosProfile of UK grime photographer
G

@gsnwilliams

Instagram · Greenscreen Talking Head

@gsnwilliams Simon Wheatley photographed grime before it had a name #simonwheatley #grime #photography

View original on Instagram

The edit1 shot · 9 text
Shots Text1:11

Performance

Views
56K
Likes
5.1K
Comments
21
Engagement
9.2%
Length · 20 Oct 2026
1:11

Video #49809 · Greenscreen Talking Head

Profile of UK grime photographerfrom @gsnwilliams

[01]

Overview

The creator profiles photographer Simon Wheatley, explaining his role in documenting the UK grime scene before it became mainstream. He details Wheatley's process of shooting in East London, his breakthrough via RWD Magazine, and his access to seminal artists like Dizzee Rascal and Wiley. The video highlights how Wheatley's work culminated in the book 'Don't Call Me Urban' and discusses its lasting cultural influence on projects like the TV show 'Top Boy' and the brand 'Corteiz'.

[02]

Simple outline

  1. 1Introduce overlooked originator
  2. 2Prove insider access
  3. 3Reveal tangible legacy
  4. 4Connect to modern relevance

[03]

Related videos

[04]

Classification

Concepts
Character ProfileOrigin StoryBreakdown
Elements
B-Roll CutawayPicture-in-PictureFollow / Subscribe CTAGreen Screen CompositeImage OverlayVoiceover

[05]

Hook analysis

What stops the scroll in the first 3 seconds

Title hook · 40%

Before grime became

Verbal hook · 45%

Before grime became one of the biggest sounds out of the UK, Simon Wheatley was already there documenting it.

Visual hook · 15%

A striking, vintage-style photograph of a young man in a baseball cap holding a large, reflective sword directly towards the camera, creating immediate intrigue and a sense of edge.

[06]

Hook template

Steal this for your own video

Before [movement or industry] became [what it is famous for today], [role or person type] was already there [early action they took].

  • — Before street food became one of the biggest trends in dining, a retired line cook was already there feeding crowds from a folding table.
  • — Before remote work became the default for millions of jobs, a small-town bookkeeper was already there running her whole firm from a laptop.
  • — Before skateboarding became an Olympic sport, a group of teenage welders was already there building ramps out of scrap metal.

[07]

Hook and payoff

The promise the opener makes, and how the video pays it back

Hook

A 'Before X was famous, Y was there' statement that establishes the subject as a foundational, yet potentially unknown, figure in a well-known cultural movement, creating immediate intrigue.

Payoff

The Modern Relevance Bridge: Connects the subject's historical work to highly relevant, contemporary cultural touchstones (e.g., a popular TV show, a trendy brand), proving their enduring influence and creating a satisfying 'aha!' moment for the viewer.

[08]

Narrative framework

The structural pattern this video runs on

Framework

The Unseen Architect

To reveal the story of a lesser-known but highly influential figure who was present at the beginning of a major cultural movement, proving their lasting impact by connecting their work to contemporary trends.

  1. 1

    The Foundational Work

    Establishes the subject's early, authentic dedication to their craft and environment before a major turning point, building a baseline of credibility.

  2. 2

    The Catalyst Event

    Identifies the specific breakthrough moment or opportunity (e.g., getting published) that granted the subject wider access and recognition.

  3. 3

    The Credibility Proof

    Validates the subject's importance by showcasing their direct connection to the most famous and recognizable names within the movement, using name-dropping as evidence.

  4. 4

    The World-Building Beat

    Broadens the narrative's scope from famous individuals to the entire cultural ecosystem (e.g., locations, communities), demonstrating the subject's comprehensive documentation.

  5. 5

    The 'Fly on the Wall' Justification

    Provides insight into the subject's unique methodology or personal philosophy (e.g., being an 'observer') that explains why they were able to capture such authentic moments.

  6. 6

    The Tangible Legacy

    Cements the subject's work into a concrete, lasting artifact (e.g., a book, an album, a film) that serves as a definitive archive of the era.

Themes

  • Cultural documentation
  • Music history
  • The role of the observer
  • Artistic influence

Techniques

  • Picture-in-picture
  • Voiceover narration
  • Archival photo montage

Post caption

Simon Wheatley photographed grime before it had a name #simonwheatley #grime #photography

Text overlays

  • title · beginning

    Before grime became

  • informational · beginning

    this is Image Makers

  • contextual · middle

    Wiley

  • contextual · middle

    Dizzy Rascal

  • contextual · middle

    Roll Deep

  • contextual · middle

    and Crazy Titch

  • contextual · end

    Don't Call Me Urban

  • branding · end

    gsnwilliams

  • call-to-action · end

    behind fashion and culture

Transcript

Before grime became one of the biggest sounds out of The UK, Simon Wheatley was already there documenting it. This is Image Makers, a series about the artists who shaped the industry behind the camera. You see, Simon spent over a decade documenting East London, starting before grime had even broken into the mainstream. His work was focused on London and the people living there. After getting his work into RWD Magazine, it started opening doors. Artists wanted to be in the pages, which meant Simon suddenly had access to some of the biggest names coming out of the scene. We're talking Wily, Dizzy Rascal, Roll Deep, and Crazy Titch. All while this scene was still growing around him. Alongside RWD Magazine, he was documenting youth clubs, pirate radio stations, and the estates that actually made up the world around grime. And even though he took all of these shots, Simon never really saw himself as part of that world. He's always described himself as an observer, and I think that's one of the main reasons people allow him to get so close. And because of that, he's ended up with this incredible archive of grime before anyone really knew how important tier scene would become. And a lot of his work over the years eventually became his good, Don't Call Me Urban. And I think the best way to describe it is as a time capsule of teenage life in London during that period. Not to mention the influence of these photos go way beyond grime. His photography became a visual reference for Toppoint. While Clint four one nine loved the book so much, he eventually worked with Simon through Cortese, which is why if you didn't know Simon Wheatley's name, there's a good chance you've already seen his influence. Follow for more stories behind fashion and culture.

Profile of UK grime photographer | Viral Hooks