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ON MAKING MUSIC VIDEOS
Finding the Right Director for an Artist
When creating a music video, one of the director’s main tasks is to develop and bring to life an original concept and a unique visual approach that not only reflects the artist’s vision and expectations,
but also introduces something fresh and unexpected into the artist’s identity and the way the music itself is perceived.
A director often has a recognizable visual language and a signature style. And sometimes artists reach out to a filmmaker because they want to create a video in that specific atmosphere, with that particular cinematic approach.
This is the rare and special moment when an artist finds their director — and the director finds their artist. When a musician and a filmmaker are truly “on the same wavelength,” it is already half of the success.
My directorial style exists at the intersection of surrealism and magical realism. I am fascinated by the duality hidden within things — the contrast between the visible and invisible, reality and imagination, the ordinary and the mysterious.
Through my work, I often explore archetypes, symbolic imagery, liminal states, and moments of transformation — those in-between spaces where a person, an idea, or an emotion moves from one state into another.
This is why artists often come to me when they want to create unconventional visual stories with a mystical, emotional, and sensual atmosphere — stories that reveal deeper layers of meaning beneath the surface.
At the same time, my musical education and my background as a passionate music lover have always been a great advantage when working with musicians.
I understand not only the visual side of a project, but also the emotional structure and energy behind the music.
When collaborating with artists, my first priority is to “catch the right wave” — to intuitively feel not only the mood of the composition and the essence of the artist, but also to discover a direction where we can bring something new, unexpected, and brave.
Something you may have never explored before in your creative journey, but something that feels completely authentic to who you are.
And the bolder the idea and the stronger the artistic statement, the more powerful the resonance of the final result. This is something I have experienced many times.
Backstage photos by: Andrey Fedechko & Olga Vinogradova
Backstage video by: Ella Vasilyva
