lights, camera, rock on!
music videos play an essential role in promoting an artist, especially in this day and age of visual content consumption.
Music videographer Kamal owns a studio catering to up-and-coming artists based in the region. Delve in and take a look at his philosophy and work approach with a little bit of faith.
behind the stars | | tca: lights, camera, rock on!84
why 'the creative agency'?
who picked the name?
The Creative Agency. It was Joanna, a fellow filmmaker, and friend that coined it. I have to give it to her. We had been brainstorming to the point of confusion. Then all of a sudden (behind a possibly sarcastic grin), Joanna whispered, "What about, The...Creative agency?"
what were the challenges you faced pursuing your passion?
Well, I'd say starting out any business is hard. The real challenge we faced was going from a passion-based project with the homies to a full-service video production [house]. All you can imagine. Was there ever a point where I wanted to quit? No.
The real challenge we faced was going from a passion-based project with the homies to a full-service video production [house].
what’s the signature tca style in videography ?
Our signature style is raw and emotion-filled.
behind the stars | | tca: lights, camera, rock on!85
behind the stars
Christopher Nolan, Pharrell Williams, Harmony Korine, Quintin Tarantino, Emmanuel Lubezki, Terrence Malik, Director X, Jacob Owens, Gary Vee, Grant Cardone, the list goes on.
how fulfilling is it to be able to do what you love to do?
It's incredibly fulfilling. It presents challenges, naturally, but I wouldn't change it for the world!
what’s a typical tca day like?
Typical day is starting out with following up on messages. I follow up with my social media marketing manager on what the daily tasks would be. From there it's on to edits for a few hours then on to filming!
if there is anything you as a company can change in the world today, what would it be?
Free and unlimited higher education.
if you had 5 minutes to spend with your hero, how would that go?
Not sure if I understand fully. But it would be [Steven] Spielberg 100%. How would it go? Well!
why music videography in particular? How is it different from other subjects? What makes it special?
Music itself is emotional. When you add visuals on top of it, I feel it's [a very] powerful tool to elicit feelings. Plus, they're just fun as hell!
Music itself is emotional. When you add visuals on top of it, I feel it's powerful tool to elicit feelings.
behind the stars | | tca: lights, camera, rock on!86
The more sets you're on, the quicker you'll get better.
what’s your favorite music video that others did?
Anything from Top Dawg Entertainment.
what’s your favorite project that you worked on?
I can't choose [only] one! A really good one [though] was, "Get that Money." We took around three days and three cities to shoot.
what’s your gear like?
Our equipment is upon request of the production. So anything from a RED to a Lumix Gh5s if someone has deep pockets or the production has the budget.
lastly, what would you advise aspiring videographers?
My advice would be to start NOW. Pick up your camera and go make a narrative short film. You'll find something you will and won't like on every set. The more sets you're on, the quicker you'll get better.
Threading through a barrage of creators in the region, The Creative Agency is set to leave a lasting impact in the music video industry and beyond. The journey has just begun. There are more mountains to climb and oceans to sail, but one thing is certain, the creativity never stops.