Arcade Content’s Kyle Lewis continues his run of hit music videos with War Ready for hip hop star, Cassper Nyovest.
“In 1976, the South African Government declared a State of Emergency,” the opening titles announce. “For the next 13 years, schoolchildren adopted a campaign of resistance. Over 750 were killed, over 10,000 arrested, many more tortured and assaulted. This film is dedicated to them.”
War Ready draws parallels between the 1976 protests, today’s #FeesMustFall movement and Cassper’s own battle to succeed.
Along with the obligatory protest video images of police brutality, burning cars and Black Panther salutes, the music video is full of distinctly Kyle symbolism, from a mirrored, warping vulture to protestors in African masks.
War Ready has been hailed as “one of the year’s most powerful music videos” by The Times and as “a visual orgasm” by The Sowetan. The promo was featured on leading international trade Shots and trended across South Africa on Twitter, where we enjoyed the compliment of Kyle being hailed as the best director in Africa.
Kyle worked on War Ready with his usual team of DOP Pierre de Villiers, editor Stephen du Plessis and make-up artist and stylist Kaley Meyer, with 2+3 handling the post production.
War Ready is Kyle’s second collaboration with Cassper, who co-starred with Riky Rick and Anatti in Kyle’s music video for Fuseg, which has over 1.2m YouTube views and was recently nominated for a South African Music Award (SAMA) for Best Music Video. Kyle was nominated last year for Tumi’s In Defence of My Art and won in 2014 for The Parlotones’ Sleepwalker.
See more of Kyle’s music videos, as well as recent brand films for Volkswagen, The Loeries and Absolut, at http://arcadecontent.tv/south-african-director/kyle-lewis/.
CAPE TOWN OFFICE
168 buitengracht street,
cape town, 8001, south africa
tel: +27 (0)21 426 0728
3rd floor, design district,
cnr keyes & tyrwhitt ave
rosebank, 2196, south africa
tel: +27 (0)861 eggfilms / 344 3456 (sa callers)
tel: +27 (0) 11 447 2111 (overseas callers)
vjorn du toit
INTRODUCING ARCADE CONTENT
ARCADE is a division of Egg Films that produces content that falls outside the realm of traditional TV commercials. This includes brand films, web series, music videos and more. We are breaking the mould of commercial filmmaking with a more minimal, guerrilla style of shooting but with all the backup of an established production company.
We are no longer constrained by how long or short content needs to be, freeing us to focus purely on engaging and entertaining a specific target audience. In today’s world of super-short attention spans it’s all about making content that audiences want to watch.
Branded content isn’t going to replace traditional advertising any time soon because it’s not at the frontline of selling, but it is filling that essential and bountiful space between the hard-sell and the consumer’s emotional breeding ground.
Arcade represents directors Lebogang Rasethaba, Rob Smith and Kyle Lewis. Egg Films’ multi-award-winning roster of directors is also available for any work aligned with Arcade’s style of producing content.
Arcade handles productions of any size and budget with creative skill and vision, collaborating with agencies and clients alike. The only thing we don’t do is TV commercials; that we leave to the other guys – Egg Films. Lebogang will continue to produce commercials through Egg Films.
Arcade is owned by managing director Colin Howard, director Lebogang Rasethaba, and producer Will Nicholson.