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‘Everybody is at home’ - Director encourages artistes to capitalise on COVID disruption, produce quality videos

Published:Wednesday | November 4, 2020 | 12:13 AMShereita Grizzle/Staff Reporter
Video director Sasha Bling says artistes should focus on releasing quality videos.
Video director Sasha Bling says artistes should focus on releasing quality videos.

Established video director Sasha Bling is encouraging entertainers to churn out more music videos as these productions could be the key to remaining relevant.

In an interview with The Gleaner, the content creator, who has worked with the likes of I-Octane, Vybz Kartel, Alkaline, Ishawna, Teejay and more, expressed that with today’s entertainment landscape being driven by online content, strong visuals are becoming more and more critical.

“In a time where everything is moving online, you as an artiste [have] to make sure that you’re maintaining a strong presence in that space. Right now, everybody is at home, and so streaming numbers are at the best they have been in years. As a professional, you want to capitalise on that, and the best way to do so is through visuals,” she said.

EMBRACING CHANGE

She says the coronavirus (COVID-19) pandemic presents an opportunity for artistes to change their mindset and embrace change.

“COVID was just a way to show us that this is how we should be thinking. This is the direction we should be going in as an industry. As an artiste, you should be thinking of putting yourselves out there in a physical kind of way. ‘Out of sight, out of mind’ is real. If people aren’t ‘seeing’ you then it’s easy to forget you,” shared the creative director.

She added,”Why do you think as soon as these overseas acts get the big song, they follow up with a music video? It’s because they know that people need to see them too. Reality is, people can’t travel the way they used to and so they can’t see you how they normally would at shows and on tours, etc., and so your videos are really the only way they feel close to you. The best way to keep that connection is by giving them visuals.”

But with that said, Bling, who has more than eight years of experience in the business, explained that one should not just put out music videos for the sake of staying relevant. She stressed that the quality of work being released must be of a high standard or the artiste, and the industry on a whole, stands to suffer the consequences that come from mediocrity.

“Music videos, when done right, will take things to a whole new level for everyone in the industry, and so you also want to make sure that your work is quality, not quantity. You can’t just a send out video pan top a video, and none a dem nuh look good, yuh affi make things look professional,” she said.

“I say this all the time, and it’s not to bash anybody’s hustle or anything, but the poor-quality videos really can sink things. Not only do they reflect badly on the profession, but it also makes the directors who are going to produce quality seem like we’re overcharging persons. I get the ‘so and so will shoot this for 60 grand’ line all the time. What many currently producing videos are forgetting is that this is an art form,” she continued.

“An entertainer can’t come to you and say he/she wants a video and all dem a go get is dancing girls inna one big house and some cars. You need to outline the concept, storyline, figure out location, lighting, etc. When we as professionals give you a budget, it goes into your work. Most times, it doesn’t go into our pockets as directors.”

Bling says the work and planning put into the video impacts the outcome.

“I have down to a stylist on my team, so everything is thought out and paid for, and it reflects well on you in the end. Besides, as I said in this day and age where everyone is online, you’re bound to make your money back in streams,” she said.

shereita.grizzle@gleanerjm.com