Arcade Content’s Kyle Lewis directed Exodus, a nine-minute short film showcasing five tracks from South African rapper Riky Rick’s gold-selling debut album, Family Values.
A visual feast in three chapters, Exodus is full of the striking, distinctly African symbolism that Kyle has become known for. Shot in Khayelitsha, the short film is an ambitious move away from both the traditional music video format and stereotypical hip-hop imagery.
Leading global industry trade Shots named Exodus a ‘HotShot’ – their monthly picks of the best work to appear on the site. Hype Magazine praised it as “pure visual art”; OkayAfrica called it “visually stunning”; and We-Are-Awesome described it as “next level”, while Afripop name-checked Kyle as “increasingly the go-to-guy for the scene’s more pioneering visual treatments.”
Fuseg, Kyle’s previous collaboration with Riky Rick, became the award-winning rapper’s first music video to top one million views on YouTube.
He is repped by Arcade, a new division of Egg Films that produces content that falls outside the realm of traditional TV commercials, like brand films, music videos, and web series.
See more of Kyle’s brand films and music videos here.
Production company: A Dirty Soul & Arcade Content co-production
Director and producer: Kyle Lewis
Postproduction: Stephen du Plessis
Original score: Tapiwa Musvosvi
Director of photography: Pierre de Villiers
Makeup and styling: Kaley Meyer
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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.