Shots / Playlist: Dir.Lx

16 June 2020 / Daniel Huntley


What’s the best promo you’ve seen recently and why?

SL – Birds directed by Oliver Jennings. I loved the concept, creativity and colours in that. I really love how UK rap videos are starting to level up so much and we’re thinking outside the box. It’s progressive and it excites me.

Some artists are starting to experiment more and show more of their personality which I think is so important for audience engagement. Furthermore, it’s just exciting to watch.

What’s the first promo you remember being impressed by?

It was either Notorious BIG – Mo Money Mo Problems or Usher – U Turn.
I remember enjoying the video for Usher – U Turn for the colours and choreography. Looking at the video now I understand the concept more with the art direction haha. Back then I just thought the big U looked cool and only stood for U in Usher.

And what’s your all-time favourite music video?

Notorious BIG – Mo Money Mo Problems or Ma$e – Feel So Good. That whole Bad Boy 96 era with the shiny suits, dancers and explosions.

What other directors/artists do you look to for inspiration?

Hype Williams, Martin Scorsese & Dave Myers

What are you listening to at the moment?

At the moment, I’m taking it back. I’m a 90s baby and love my R&B. I’ve been listening to a lot of SWV, Donell Jones. Other than that it’s been a bit of Uk Drill and an artist from the states called Larry June. Laid back chilled rap.

What’s your favourite bit of tech, whether for professional or personal use?

Definitely has to be my macbooks, I’ve had one of them for almost 6 years now.


That’s the one with a big cracked screen which I use for all my treatments or if I’m bored, I play about in FL Studio (making beats). A program a lot of music producers use. I’m nowhere near a pro, its just a hobby lol.

The other macbook pro I use to edit a lot of my videos, thats its sole purpose so I don’t fill up its storage quick.

What artist(s) would you most like to work with and why?

Definitely Dave again, always been a fan of his music and message. His sound keeps evolving as the years go by. Other artists would have to include Pa Salieu, Awa and Snoh Aalegra. 

How do you feel the promo industry has changed since you started in it?

From my perspective, UK rap videos are getting more and more creative as I mentioned before. Artists are putting deeper thought and more time (sometimes lol) into coming up with great concepts to compliment their sound. 

I reckon we will start seeing more short films to go along with artists music. 

Where do you see the music video industry being in five years’ time?

I honestly don’t know but I know for sure UK music is where it’s at. A worldwide audience is looking to us for inspiration and its nice to see. I think we will see more of this in 5 years’ time.

Tell us one thing about yourself that most people won’t know…

I have a trainer/sneaker addiction, I take my footwear seriously lol.