Creative Loafing recently ran a cover story about some of Atlanta’s biggest up-and-coming music video directors, focusing on Motion Family, Decatur Dan, Figz!, and Phil, the God. These directors are all at different points in their career, but all share one thing in common: They produce quality music videos on the cheap. Embracing new camera technologies, music videos are being produced for a fraction of what they used to. Digital camera’s sensors are more sensitive, requiring less light (often enabling people to shoot with natural light). Less equipment means a smaller crew. Of course, with any medium, as accessibility increases and quantity increases, average quality decreases. Fortunately, folks like the directors listed above are harnessing the technology and keeping it classy.
For the story, I had the pleasure of spending some time on the director’s music videos shoots for rappers like Waka Flocka Flame, Gucci Mane, Pill, T.I., Roscoe Dash, Walé, and Future.