Last year, in partnership with BACARDÍ, we put out an open call for emerging UK photographers to capture intergenerational dance culture as it truly lives: on dancefloors, in community spaces, and within nightlife shaped by music, movement, and shared history. The brief was simple but specific: no staged moments, no surface-level nostalgia, just honest photographic storytelling rooted in BACARDÍ’s Do What Moves You ethos. From that open call, three photographers were selected for their ability to capture the energy of real nights out and the people who make them what they are. Among the final three selected was South London-based Alec Jafrato.

At just 23, mixed media artist and photographer Jafrato brings a thoughtful eye shaped by four years of steadily evolving practice. Originally focused on fashion, he’s shifted his lens toward social documentary, while still dipping “back into fashion, usually shooting backstage or at shows and events.” Jafrato describes photography less as a calculated career choice and more as a natural extension of curiosity: what began as a way to “capture moments I wanted to remember and share with people who weren’t able to be there” grew into a deeper commitment to documenting where identity and culture intersect. For him, photography is a tool to share glimpses of people’s lives and inspire others to be present and open to deeper connection.

As an extension of BACARDÍ’s Move With The Greats campaign, this project further explores how younger generations draw inspiration from those who came before them, especially eras when losing yourself to music on a dancefloor was a way of life, not just a night out. For his commission, Jafrato turned his camera toward Walls Of Heartbreak, a night in Walthamstow steeped in the traditions of Northern soul. Originating in northern England in the 1960s, Northern soul is a dance-centric subculture built around rare, up-tempo Black American soul records and known for its all-night gatherings, intricate footwork and a spirit of inclusivity that bridges generations. Decades on, its legacy lives through grassroots events that keep movement, music and community alive long after the records stop spinning.

Below, Jafrato talks us through the night, photographing the event and more.

Can you tell us about the night you photographed for the ‘Move With The Greats’ commission?

Alec Jafrato: The Walls of Heartache all-dayer is one of my favourite Northern Soul events in London. It's been running for 23 years now, and it's such a special occasion because of its setting, the people who attend, and, of course, the music! It is held at the Walthamstow Trades Hall and is one of the more classic dos for playing 60s and 70s soul on original vinyl, of course. It’s great because it's so social.

Of course, all soul nights are great for socialising, but Walls of Heartache is an all-dayer kicking off at 3 pm and finishing up just after 11 pm, allowing much more space for chit-chat. I mean, can you beat a game of pool, pint in hand, shuffling along to some soul classics?! The night is also a healthy mix of dancers from all generations of the scene, meaning some mates have been dancing together for decades, mingling and welcoming the relatively new arrivals to the scene.

Why was this particular event important for you to document? 

Alec Jafrato: It's a place where I’ve been able to build great, long-lasting friendships with people I already knew and with those I got to know at Walls. Some mates that I’d got to know at dances around London, but not really been able to have a proper chat with. This do is important to document because it shows the melting pot of generations who share a love for soul and expression, encouraging each other and giving advice not just about dance, but also about career choices and life in general.

What stood out to you about the energy on the dancefloor?

Alec Jafrato: The energy on the dance floor is contagious. I can’t think of any other way to describe it. As much as everyone needs that ‘first dance’ to really relax into the music and movement, as soon as you start, you just want more. No matter how you dance, you feel comfortable and accepted, never judged.

This campaign celebrates intergenerational dance spaces. What did you notice about how different generations moved, connected, or shared the space? 

Alec Jafrato: To be honest, there’s not much difference between how people dance; the energy is the same. Even if people aren’t dancing as big or as quickly, we’re all as engrossed in the music as each other, and that’s what really matters. While people don’t dance together in Northern Soul, there is a definite connection and consistent bounce and rhythm that everyone taps into. People are conscious of the space they occupy and allow others on the dance floor to have as much space as they need, rarely bumping into each other and always dropping a quick apology without missing a step if there is a small collision. 

People don’t stand on the dance floor motionless, especially with a BACARDÍ and Coke in hand. The floor is for dancing, and if you don’t want to dance, you can enjoy the music from around the floor, having a chat with whoever you find yourself next to. I really want to express how welcome everyone is on the dance floor, no matter how you dress or your dance style, as long as you are respectful and enjoying yourself.

What do you think younger dancers can learn from older generations when it comes to moving freely?

Alec Jafrato: Older generations move without fear of embarrassment. They’ve grown up when there was no risk of being filmed ‘embarrassing yourself’, so they know that it really isn’t embarrassing. Moving in, however, the music makes you want to move is one of the best feelings you can experience. Completely letting go and having some fun. Younger people should see how confidently older generations move on the dance floor, and just have a crack. Once you really have a good dance, you realise that you don’t care about how you may look because you’re having such a good time and releasing pent-up energy in a healthy and often cathartic way.

Is there one image from the night that best captures what ‘moving freely’ means to you, and why?

Alec Jafrato: It’s very close between the energy of the high kick and the relaxed, confident stepping with wide open arms. While the kick shows a brilliant release of energy at a high point of the record, I’m going to go for Toby’s confident and clinical stepping. When I think of moving freely, I think of holding your space on the dance floor and relaxing into it. Having arms out like Toby does in this photo really captures free movement for me. The vulnerability of having your arms up and reaching wide shows him using his whole body, not just his movements around the floor, but truly embracing the record and letting it control his movements.  

Northern Soul is a culture rooted in freedom, expression and dancing without self-consciousness. What does Northern Soul mean to you personally, and how did those values show up in the intergenerational moments you photographed?

Alec Jafrato: The funny thing is, I wasn’t confident at all when I used to go out dancing. I’d be the guy standing off to the side holding their drink, possibly eeking out a two-step with some extra awkward dance moves, when I’d catch eye contact with a mate. I went to my first Soul show about 2 and a half years ago at the Rivoli, and I was there to take pictures. I knew about the scene but had no clue it was thriving as much as it is. That was the first time I really danced and just didn’t care about how I looked at all. 

I left with two rolls shot, dripping wet, and then I was hooked. I’ve been dancing regularly ever since. I don’t feel shy dancing anywhere now, no matter the event or location, I still feel confident. It quickly bled into everyday life and how I hold myself in conversation with people. I’m far more confident and sure of myself, which has led to so many amazing interactions across all walks of my life. Being part of the community as a dancer allows me to document genuine moments without feeling like an outsider or in the way, because people know I am there as a dancer first and a photographer second.

Head to the gallery above to check out Alec Jafrato’s images.