Arcade Content’s Lebogang Rasethaba directed In the Castle of My Skin, a new music video for award-winning UK jazz band Sons of Kemet.
Shot in Tembisa, the music video features the Indigenous Dance Academy’s pantsula dancers as a black-tie orchestra, conducted by choreographer Jarrel Mathebula. It’s a study in contrasts: a convergence of the chaotic energy of pantsula with the controlled sophistication of an orchestra.
“Pantsula and jazz aren’t things that people were ever meant to see together; they both have rich histories with very different cultural and aesthetic values,” says Lebo. “But framing ideas within a different context can give them new life.”
The music video was shot by Motheo Moeng and edited by Xolelwa ‘Ollie’ Nhlabatsi.
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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.