Music video director Edrine Paul narrates the hustles of directing

Music video director Edrine Paul, recognised for crafting visuals for songs such as Cheza For Yesu by Gabie Ntaate and Ngonze by Rema Namakula, has shared insights into the challenges of producing music videos.

In an interview with Urban TV, the self-taught director emphasised that despite the common perception that shooting music videos is merely about pointing cameras at artistes, it involves intricate stages such as pre-production, production, and post-production. Each of these phases demands careful consideration, effort, and artistic vision.

"There is a lot more to the creation of the visually stunning videos you see on your screens. Preparations involve conceptualisation to captivate the audience, capturing compelling shots, and intricate tasks like editing and colour grading," Edrine explained.

He expressed frustration that artistes sometimes criticise directors for being slow without understanding the complexities of the editing process.

Edrine highlighted the challenge of artistes arriving late for video shoots, disrupting schedules set by location managers, thereby impacting the overall progress.

Despite these hurdles, he asserted that he consistently delivers exceptional videos by investing considerable effort to attract prospective clients. Edrine encouraged aspiring individuals to identify their passion, pursue it wholeheartedly, and strive for excellence in their work.

"Don't confine yourself to your field of study; follow your passion. I studied information technology, but my passion led me to this, and my work has garnered acclaim," Paul stated.

Edrine Paul, who owns Future Trends Print, a company employing over 10 youth across various departments such as scriptwriting, cinematography, sound and video editing, lighting, and location management, has successfully directed numerous projects, including Last Chance by Acidic Vokoz, Kikondoolo by Sama Sojah featuring Iryn Namubiru, Ampisawo by Rema Namakula, Ofumira Wa by Jose Chameleone and Lil Pazo, Omulembe by Spice Diana, Long To Be Home by Eddy Kenzo and Morgan Heritage.