Playlist: Ricky Rxse
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1st Ave Machine director Ricky Rxse speaks on social media shifts, the future of short form content, and his love for stand up comedy.
What’s the best music video you’ve seen recently and why?
Not too recent but probably Kano - Trouble. Directed by Aneil Karia. The direction and cinematography capture the tension and emotional weight of the subject matter, a short film that tells a crucial story.
Oh and by Riz Ahmed - The Long Goodbye, again by Aneil Karia. This video is intense and thought-provoking, blending music and narrative to explore themes of identity, belonging, and the rise of xenophobia.
I’ve always loved culturally authentic work that highlights the nuances within certain cultures, and both of these videos do just that. They don’t just entertain; they provoke thought and shine a light on the complexities of the cultural experiences they portray.
Kano – Trouble
WePresent – The Long Goodbye
What’s the first music video you remember being impressed by?
Anything Michael Jackson was incredibly impressive. He revolutionised the music video medium with a level of thought and artistry that was unparalleled at the time. Michael Jackson was a different breed when it came to music videos, his work was characterised by exceptional cinematography, groundbreaking choreography, and an unparalleled level of creativity. So probably, Michael Jackson - Smooth Criminal.
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Credits
powered by
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- Production Company GMS Productions
- Director Colin Chilvers
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Unlock full credits and more with a Source + shots membership.
Credits
powered by
- Production Company GMS Productions
- Director Colin Chilvers
Credits
powered by
- Production Company GMS Productions
- Director Colin Chilvers
And what’s your all-time favourite music video?
One of my all time faves is Jamiroquai - Virtual Insanity. It was a perfect blend of creative direction, innovative technology, and a memorable performance from Jay Kay.
But 1996/1997 had some sick videos, Missy Elliott - The Rain [Supa Dupa Fly] brought futuristic visuals that were way ahead of their time, 2Pac feat. Dr. Dre - California Love had that epic, Mad Max-inspired vibe, and Busta Rhymes - Woo-Hah!! Got You All In Check, there actually too many!
Jamiroquai – Virtual Insanity
Missy Elliott – The Rain [Supa Dupa Fly]
Dr Dre & Tupac – California Love
Busta Rhymes – Woo-Hah!! Got You All In Check
What other directors/artists do you look to for inspiration?
For inspiration it has to be Kendrick Lamar, Andre 3000, KZdidIt, Jamal Ademola, Donald Glover, Sannchia Gaston, Donnie Sunshine, Tajana Tokyo and Kano.
What are you listening to at the moment?
Soulection drops are always vibey. Daily rotation on my playlist is Kendrick Lamar, Yussef Dayes, Solange, Haile, SAULT, Mustafa, Lynda Dawn, Don Toliver, Outkast and Tendai.
What’s your favourite bit of tech, whether for professional or personal use?
My laptop, it’s basically an extra limb at this point.
Credits
powered by
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- Production Company 1st Ave Machine/UK
- Director Ricky Rxse
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-
Unlock full credits and more with a Source + shots membership.
Credits
powered by
- Production Company 1st Ave Machine/UK
- Director Ricky Rxse
- Post House Wash
- Creative Producer Brooklyn Adebowale
- DP Terrence Wilkins
- Editor Ricky Rxse
- Colorist Jon Dobson
- Producer George Traynor
Credits
powered by
- Production Company 1st Ave Machine/UK
- Director Ricky Rxse
- Post House Wash
- Creative Producer Brooklyn Adebowale
- DP Terrence Wilkins
- Editor Ricky Rxse
- Colorist Jon Dobson
- Producer George Traynor
What artist(s) would you most like to work with and why?
Beyoncé, Kendrick Lamar, and Donald Glover are my obvious go to’s, however I’d be particularly excited to work with Yussef Dayes, SAULT, Kano, and Andre 3000. Their work is an example of artistic integrity and creativity. Collaborating with them would be a chance to produce groundbreaking project that remains deeply authentic and true to a compelling artistic vision.
How do you feel the promo industry has changed since you started in it?
It has shifted dramatically towards digital and social media. Instagram, TikTok, and YouTube.
Unfortunately, the days of leisurely browsing and stumbling upon unexpected content that expands our horizons are fading. Instead, we find ourselves bombarded with highly curated recommendations that cater to our established preferences. In the realm of music visuals, I anticipate a trend toward producing three to four smaller-budget visuals to promote a single song.
Where do you see the music video industry being in five years’ time?
I see the music video industry increasingly oriented towards consumption on smaller devices. As these devices become the primary screens for many people, the focus may shift towards shorter, more immediate content designed for quick viewing rather than the elaborate, high-production-value videos of the past.
Tell us one thing about yourself that most people won’t know…
I do love a bit of stand-up comedy, like love… seen everyone from Dave Chappelle, Mickey Flanagan, Ricky Gervais, and I can’t wait to see Zainab Johnson next.
