SA music director, Kyle White shares his insight about directing the music phenomenon

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2020 has been quite a successful year for music director, editor and colourist Kyle White.

Not only did the 33-year-old Durban-based White made a name for himself in the music industry with three of his music videos recently being selected for Music Video of the Year at the SA Music Awards (SAMA) but he is also an integral part of the current global Jerusalema music phenomenon.

White directed the Jerusalema video in 2018, which has now accumulated over 230 million YouTube views – propelling the song as one of the global music masterpieces of the year.

“I’m just so grateful to have played some part in a song that has taken the world by storm. The song has brought so many people together during this incredibly difficult time,” shares White.

The MASTER KG and Nomcebo hit, has really taken over the world by storm with its infectious beat and dance moves. Master KG recently won Best African Act at the 2020 MTV EMAs – thanks to the global waves he and the song has made during the pandemic and since its 2018 release in SA.

For White, working with both MASTER KG and Nomcebo for the video shoot in Kwazulu-Natal two years ago was “such a great experience”.

“The thing I love most about them is their ‘down to earth’ natures. There is honestly nothing worse than shooting for clients who you can’t have a conversation with and get to know,” he says.

White says he was approached to direct the video after having shot other music videos with other artists on the record label, Open Mic Records, where both MASTER KG and Nomcebo are signed to.

“We always had a very good relationship with the record label and have shot a plethora of music videos before. They initially started working with me a couple years ago when they were just starting out and we have managed to maintain a flourishing business relationship.”

He has also worked with some well-known SA musicians, including Lady Zamar, Kwesta and Shekhinah.

Earlier this year, two of White’s music videos – Nasty C’s SMA and Tellaman’s Whipped – were nominated for the 2020 SA Music Awards.

Having kick-started his career as a TV presenter, White says he enjoys working behind the camera lens.

“Being a TV presenter allowed me access into the inner working of a production and taught me invaluable lessons. I learnt how to take direction and get the most out of my performance but most importantly I learnt how to work in a crew as a team.”

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