After winning Best Music Video at last year’s South African Music Awards (SAMAs), Arcade Content’s Kyle Lewis is again one of the five nominees for this year’s prize. He’s up for In Defence of My Art, Tumi’s music video featuring Reason and Ziyon.
“They announced the nominees on my birthday yesterday, so it was a great present,” laughs Kyle.
Filmed in black and white by DOP Roscoe Vercueil, In Defence Of My Art uses heavily symbolic, very African imagery to position Tumi as an emperor ready to defend his legacy. Grant McDonald was the production designer; Kaley Meyer did the styling, makeup and hair; and Cathy Michel was the editor.
Kyle also directed Khuli Chana’s recent 9 Shots music video, about his emotional journey after being shot by police in an unfortunate case of mistaken identity in 2013.
To view Kyle’s reel, which includes videos for The Parlotones, Toya Delazy, Spoek Mathambo and Haezer, visit http://arcadecontent.tv/south-african-director/kyle-lewis/.
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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.