Brampton, ON – The video music industry is not what it used to be, where you once had video directors like Hype Williams and Little X doing more than a handful of officially published music videos in a year. Nowadays you have the same director now doing less than half of that. On the flipside, new venues of exposure are being created for new music video directors. They are starting to break out through the internet on MySpace and YouTube, and they’re no longer being limited to just television. Also with limited budgets and poor funding, the internet makes for a suitable fit for independent artists.

I had a chance to speak with Alex Colthart, a music video director with a growing portfolio, to discuss his thoughts on the music industry, the film industry and his newly developed production company Rawfootage.

Alex, who grew up in the small town of Georgetown [just out side of Brampton] is making the move to Toronto. Having crafted his skills and doing various internships for television production companies, he’s also making moves on the music video scene as an up and coming video director. He has worked on videos for various artists including, but not limited to Cali, D-Costa, and Concrete Mob: two Canadian hip-hop veterans that have been in the game for over 13 years now. The latest addition to his list is Vancouver heavyweight Moka Only, who Alex recently did some video cutting for.

Alex is definitely on his hustle, shooting a mass amount of music videos this year. Some of his upcoming music videos include: Littles The General for “Streets is war”, Mezziah for “On Fiyah”, Daeshawn for “Work It Out”, Dead Celebrity for “Killing The Fashion”, Jace Martin for “Wouldn’t It Be Nice”, and Ill of Day for “Fallen”. Alex is definitely looking to solidify a strong reputation for his company, Rawfootage Productions.

He understands the value of proper networking and paying his dues to build up his skills as a music director. He is hopeful of change in the Canadian music video industry. The problem he says is funding, “The funding isn’t out there – VideoFACT is pretty but it took us a long time to get the first video.” Regarding the change, most of the focus seems to be the switch from the TV screen to your computer screen.

“It’s harder to get your stuff on MuchMusic because indie artists don’t have the budget or the label backing them. There’s a lot of talent out there that’s not being exposed properly. It puts a lot of pressure on us as a production company, because you have to produce something that’s going to be on TV, [something] that’s going to get noticed – these guys are putting a lot of their own personal money into it, they don’t have a label backing them. Your not [only] dealing with Canadian content but the American content too. Now you’re [competing] with hundreds of thousands of dollars worth of [budget]”

And so continues the ongoing shift of the music industry…

HipHopCanada caught up with Alex Colthart to discuss his upcoming projects and the struggles of being a video director in any continuously changing working environment.

HipHopCanada: What’s the process like from going through getting the grants to shooting and creating the music video; going from concept and storyboard to what comes out onto the screen?

Alex Colthart: After you’ve come up with a concept for the music video then you go through the application process for the grants. This includes lots of paper work from both our side (video info) and from the artist (bio, photos, etc.). When you submit to VideoFACT, you have to do the storyboards, shot list, etc. So pretty much when you apply for the grant, you’ve [already] done most of the pre-production paper work and planning. If you receive the grant there are a couple days or weeks of planning that happen before you shoot (depending on the concept, locations, crew, and permits). The shoot normally takes one to two days, depending on the concept. Then we spend about a week in the editing suite, and color correction. Then it’s sent to TV stations like Much, BET, MTV, etc. – again, depending on the genre of music.

HipHopCanada: What makes a good music video in your opinion?

Alex Colthart: When we are developing a concept for a video we always want to create something completely original and intriguing. This is always the challenge for any good video. The great thing about music videos is the storytelling, filming and editing can be unorthodox. There are no set rules or looks unlike film and television. The originality and creativity of a video is only limited by the artist’s own imagination. Of course, a good music video needs a great song.

HipHopCanada: You’ve got a lot of projects coming up in the next few months; could you give us a bit more info on what those projects are?

Alex Colthart: We’re applying for several VideoFACT grants this April for some great bands and artists. The artists span from adult contemporary to rap to punk. We’re also shooting several HD indie music videos in May. As well, we are working with Concrete Mob in preparation for the June VideoFACT. Who knows, maybe the second video will go to number one on MuchMusic’s Rap City countdown.

HipHopCanada: Where do you think you’ve developed most in your career as a producer/director?

Alex Colthart: I am still young and [I] continue to learn and develop as the company expands. I feel I have developed Rawfootage into a company which strides to work one on one with the artists in all creative and technical aspects. I am personally involved in every aspect of the videos from pre to post-production. I want to keep things personal between myself and the artists and crew I work with. Through out the years I have been teaching myself the importance of networking and personal interaction. Most of the artist/management I have worked with were found on MySpace and even more have been sent my way by those artists/managers I met through my networking.

HipHopCanada: How big is Rawfootage? Is there a big history behind the company?

Alex Colthart: Rawfootage is a tiny production company, with the hopes of one day being a lot bigger. I started the production company as a high school co-op. I’ve now owned the company for the past seven years and each year small steps were made. Rawfootage began filming weddings and corporate videos, and only a year and a half ago we completed our first music video. We have a great crew behind the company; I met Chris D. (Sr. Editor) at Sheridan College. Chris and I always talked about producing music videos and working together. Kendra M. has been working with Rawfootage since day one. She’s now one of our main producers. Michael C. was once our camera and lighting teacher at Sheridan College; he’s now our DOP. Josh B. has been working with Rawfootage since the first music video, and is now a grip and studying Media Arts at Sheridan College. Each project we get a little bit bigger and a little bit better. In such a short amount of time we jumped from HD to film shoots. Our very first VideoFACT music video with Concrete Mob, “Maybe Next Time” went to number two on the Rap City countdown on MuchMusic. No small feat for an independent artist and a small production company. I look forward to what the future holds.

HipHopCanada: You’ve worked with different hip-hip groups and artists in the past, how did the relationships come to be with the artists you’ve worked with?

Alex Colthart: Most of the artists we’ve worked with were contacted by me through emails and phone calls. The rest of the artists/managers have been through word of mouth. Persistence is the most effective way to gain contacts. For example, I emailed the owner of Urbnet over a year ago, he told me to check in with him once and a while to see if he had any work coming up. The first of every month I would send him a quick email and last month he asked me to cut a web based music video for Moka Only. So me being persistent paid off. It was the same deal with assisting the producer on the last Cali music video. I emailed him once a month, and last month I assisted on the shoot for Cali’s new music video. Every week I email between 20 to 30 artists that I find online. I send them a quick message to introduce myself. We’ve met with a lot of artists through this method.

HipHopCanada: What are your views on sites like MySpace and YouTube that allow more exposure for artists and directors to get out in the field? Do you feel it has or will become oversaturated if not already?

Alex Colthart: We met Concrete Mob through Myspace. We’ve met a lot of artists from websites similar to MySpace, and Facebook. For us, YouTube is a great medium to show our music videos and shorts. I do feel though, that people take music videos played on TV more seriously then they do on YouTube and other video websites. MySpace is a great site to listen to new music, find people in the music industry and stay up to date with what bands/artists are doing, and where their next concert is. Both sites are great for artists that don’t have the funds to design a website.

HipHopCanada: Is the music video dead?

Alex Colthart: I don’t know anyone that would say it is. For us, music videos are alive and well. People don’t need to pay six figures to get a creative music video produced. I really wish Canadian broadcasters would play more independent music videos on TV. There is a huge market for TV stations to play more indie music videos. Most of the artists have a large fan base that would love to watch their favorite indie band on TV, or even vote for it to be played on stations like Punch Much. [Regarding the problem with music video industry] we have people that call us and are shocked when we give them a rough budget – they don’t realize the process that goes into making a professional music video.

HipHopCanada: Who are your influences when it comes to directing?

Alex Colthart: When it comes to music videos, I really like Spike Jonze’s music videos. I was introduced to his work just before I went to Sheridan College at a screening of his work in Toronto. I also like the work of Marc Andre Debruyne. When it comes to movies, I like: Paul Haggis, Paul Greengrass, Mike Binder, and the Coen brothers, to name a few.

HipHopCanada: Any future plans to do a feature length film?

Alex Colthart: I really enjoyed working on short films, but I have no plans to work on any shorts or feature films anytime soon.

HipHopCanada: What is in your opinion the best directed piece? Be it a movie, music video or other?

Alex Colthart: One of my favourite movies is “CRASH” by Paul Haggis.

HipHopCanada: Where do you see yourself in 5 years?

Alex Colthart: In five years time, I hope we’re producing music videos for both indie and larger artists. I hope to have a video nominated on the MMVA’s. I am interested in learning more about the music industry. Through working with all these independent artists I have been inspired to expand Rawfootage to both a post audio company and eventually a record label.

HipHopCanada: Alright last question; what do you want to do for the film industry?

Alex Colthart: I want to give others chances in the film industry. When I was going through high school and college, it was really challenging for me to even get an intern position at a production company. So when we’re able to open an office studio, I’d love to have high school students and college students come and help in the office and on set. We do allow students to come on set and help PA. It’s a great way to get experience.

Editor's note: For more information on Alex Colthart and Rawfootage Productions check out http://www.rawfootageprod.com.

  

Brian Bernard Brian Bernard is a member of the HipHopCanada Journalism Team. Further profile information coming soon.