“There is no denying that music and film are uniquely intertwined, an affinity that few other creative mediums share.”
Over the last 30 years; directors, producers and artists alike have established music videos as an invigorating and captivating art form.
There is no denying that music and film are uniquely intertwined, an affinity that few other creative mediums share. So it is almost unsurprising that music videos have grown to be one of the most pervasive and influential art forms of recent times; allowing directors to offer musicians an artistically stimulating visual to their work, whilst providing us – the viewers – with a unique impression of the composition. Music videos have shaped popular culture. They have captured our attention be it with fashion statements, dance moves, taboo subjects or a unique story or cultural insight; many of them visual masterpieces that leave an important message behind. And with the ‘smartphone generation’ and their consumption of social media, apps, and digital platforms; music videos arguably are more important than ever.
But it is not often that young creatives get a break to voice their unique opinion; which is one of the many reasons why Jameson introduced the Jameson Music Video Grant in 2016, and earlier this year they searched for a director with a fearlessly authentic music video concept.
“As a brand we are constantly inspired by the creative depth of young South African filmmakers, something we continually share on the Jameson INDIE Channel. And in order to get more meaningfully involved with the film and music community, we introduced the Jameson Music Video Grant to provide not only funding but a platform to launch a music video for a director who is brave enough to do things differently. The trick was each director who submitted a treatment needed to first find a musical collaborator and secure a track to use. The track had to be South African, with no existing video, and have been recorded within the last six months of the submission period,” explains Nicole Hewitt, brand manager for Jameson.
Over 550 entries were received, and after clawing their way through them with a judging panel of industry experts and meeting with the Top 10 for their treatment presentations; Carl Houston Mc Millan, was ultimately selected as the winner, winning R200K to shoot a music video for Impepho by Trap Funk & Alivio featuring Morena Leraba & ManKind.
Impepho is a powerful high-energy track with lyrics fusing slang phrases in Sotho, Pedi, Tswana and Zulu. The song was created through inter-continental collaboration with Trap Funk & Alivio a DJ from Salvador, Brazil. Morena Leraba is a musician and shepherd from Lesotho whose lyrics, sounds and aesthetics are deeply rooted in tradition. His delivery is influenced by the poetic freestyles that the shepherds perform. Juxtaposed against his voice is that of ManKind – a fresh voice hailing from and making waves in the heart of Jozi.
The music video will be a visual exploration and celebration of Basotho shepherd culture shot on location in the heart of the highlands of Lesotho; exploring the tensions between rural and urban, traditional and modern, African and Western, the music video will offer a refreshing and honest look into an authentically African subculture that’s seemingly survived external influences.
Houston Mc Millan’s concept won the judges over as Sunu Gonera from the judging panel explained that it provided “A simple, yet emotionally evocative idea that explores a unique aspect of African culture. What struck me the most was how deeply rooted the idea was in a specific African aesthetic. Yet, I feel it is something that an international audience would react to. I am super hopeful that the team will rise to the challenge and give us something that all of us Africans can be proud of.”
Houston Mc Millan has an irreplaceable relationship with Lesotho, as in fact this is the area in which he grew up and where he completed his primary and secondary school. Although of Irish decent, he lives between South Africa and Lesotho, with the majority of his work exploring the latter. “I really appreciate my intercultural childhood having attended international schools. I feel it has helped in developing a humble understanding of different cultures,” Houston Mc Millan explains.
Having graduated from AFDA film school in 2009 with awards for Best Director and Writer he has since gone on to direct commercials and short films all with a very local flavour. Seeing a gap in Lesotho for a production company he founded Happycow Productions and has since been producing and directing local Sesotho commercials.
The Jameson Music Video Grant will allow for Houston Mc Millan to run with his own production team. “Jameson embodies the spirit of fearless authenticity, which is why Carl Houston Mc Millan will retain the rights to the video, but it will be premiered and hosted on the Jameson INDIE Channel,” concludes Hewitt.
By Robyn David
