During this time, she also founded Joanie 4 Jackie (formerly Big Miss Moviola). Joanie 4 Jackie was a non-commercial distribution system for women video-makers in the pre-YouTube mid-1990s. Any woman could submit a video short and July would put it onto a compilation tape with nine other videos; she then re-circulated these new ‘chain letter’ tapes so each video-maker could see what others were making. Joanie 4 Jackie was an explicitly feminist project, stemming from the anti-consumerist ethos of third wave feminism. Feminist concerns are also evident in July’s early short video works, which explored mother/daughter dynamics, voyeurism, and female spectatorship. In her videos The Amateurist and Nest of Tens, her characters hunt for or establish patterns, imposing their own personal systems of control onto the bewildering world around them. She extended these themes of unexpected longing and loss in Me and You, her short stories, and her recent performances.