Entertainment

Video concept

By TOUSSAINT SMITH, Staff Reporter

Music video director, Ras Kassa. - file

'LIGHTS, CAMERA, ACTION, and we are rolling ...' For this month's Bussin Time we will take you into the minds and behind the eyes of the music video directors as they elaborate on what videos make an artiste. For any upcoming artiste a great music video that leaves an impression on viewers can give you that big break.

Coming up in a hostile and competitive industry every young artiste needs a great video to leave that 'Wow!' impression. According to Jay Will, video director, "Viewers are now seeing the difference between the songs. The songs with the better video get more air play." He added, "Being a young artiste the odds are already against you. You have a new face and a new sound that people are not familiar with so you can't come out weak, yuh have to come out with a bang."

Jay Will says he brings a special quality to the videos of young artistes. "Someone like me, I pay attention to the target audience who they are trying to reach out to and I put all that thought to the music video. It is actually an art for me where we put a lot of ideas into it so the artiste has a proper marketing tool to represent them."

ANOTHER LEVEL

Dancehall's guru of music videos, Ras Kassa, takes it a bit further. Kassa stated that a great video comes from the energy and attitude the artiste exerts. Most importantly, Kassa pinpointed that video directors must also be passionate about their work and understand the music, culture and style of that music.

What makes a good music video? Kassa told THE STAR:

"The first thing is to have a good concept. But the first thing the artiste needs to have is a good manager who manages things for them; They need to first find a good director in the business and have them send a copy of all of their work." Secondly, he added, "Somebody who can choose good angles and bring the story to life that you are trying to tell the viewers, somebody who understands cinematography."

Artistes wanting to exercise their expertise can expect nothing but the best of Kassa, but he says they have to contribute a lot to the project also. "If they come to me, what I will give them is whatever I get from the music. The attitude 'If you sing that song with that energy' I will give that back in my video. Whatever they decide to put in the project, that dem a go get back."

In any instance, it is very essential that every young artiste has a good music video to bring hir or her image and message across to the audience.