Talented and fast-rising creative/music video director, Oladimeji Rasa, popularly Known as Director Pennyworth, is a native of Osun State, born and raised in Lagos. He has been in the creative industry for over seven years, and has been making waves, working with several A-list artists at home and abroad. In an interview with Quadri Akanbi, Director Pennyworth reviews his aim and objectives in the entertainment industry. Excerpts:
What is your source of inspiration?
For me, I get inspiration from everything around me, everything I can see, feel, and touch. I pay extra attention to details and look at things from another perspective.
You are a creative person; how has creativity impacted your life?
Firstly I’d like to be grateful for where I am today. The creative profession has taken me far and wide. I have been to different countries, learned about new cultures, and met many other creatives like myself.
What gave birth to Pennyworth?
I just wanted a name that sounded different, and with a global audience in mind. A name everyone can easily understand its meaning if that makes sense. Pennyworth means you get the value for money spent.
You are famous in the industry, and you’ve worked with different celebrities, tell us how you found your way in the industry and when did you start directing as a career…
Been working underground since my film school days. I met Director Mattmax before I graduated as a film student. He came to a film festival at my school I think, and I told him about my passion. Maybe he saw how serious I was. He then gave me a shot. I get to work on lots of A-list artist projects (Olamide, Burna Boy, Timaya, Patoranking, Phyno, Ice Prince), to mention a few. Under his care as an assistant director during the preproduction and production stages and an editor during the post-production stage, he made my directing debut in 2016 with a video I shot for Elvino. At the time, it was a low budget, but the project came out great. So, I figured this is it for me…
How did you feel working at Akon’s music set when he came to Nigeria?
Oh, about that. Well, for me, it is the same feeling I get on set working with every other artist. The only difference is that you have to put in extra work because the project is going to put you and your team out there more to a global audience. So, you have to give it all the takes…
How do you describe your directing style?
I use the auteur approach, because as a person, I like paying attention to details. So, I let that reflect in each of my works. I try as much as possible to play with elements that the audience can relate to while watching my projects…
Have you been nominated for any awards?
I haven’t been nominated for any award yet, but I believe in the near future, my work will speak for itself.
Would you describe yourself as a risk-taker? Describe some of the risks you have taken as a director and the results.
Yes, I would say I am, especially when it comes to handling projects that are under budget or low budget… You’d still have to make sure it all comes out great and meets up to the standard, because you’re as good as your last project.
What has been your biggest challenge, and how did you overcome it?
My biggest challenge is not being able to express myself enough creatively due to the kind of projects I worked on. I mean, what can you do when a project is underfunded? But I try as much as possible to work with what I have, and the projects always come out great.
Since you’ve been in the industry, how much music have you directed or shot so far?
Hmm, not sure I can keep counts; probably 30 videos or more.
Of the lot, which are your favourite, and why?
They’re all my favourites. As I mentioned earlier, you’re as good as your last project in the profession, so I try to give every project that comes my way the best I could.
Can you tell us about the most interesting or exciting projects that you are currently working on? How do you think that will benefit people?
Yes, about that. I recently shot a project for Adewale the Fastest. (ATF) ft So sick of his debut E.P entitled Genesis Of ATF. The theme of the video focuses on self-belief; not giving up on whatever you’re doing because it’ll definitely make sense in the long run. I believe the storyline will inspire the audience.
Who is your mentor in the industry?
Mentor? Well, I don’t have just one mentor; there is a whole lot of creativity I learn from. But if I have to call a name, I’d say Director Mattmax, because he was the one that put me on the right path.
What do you like doing in your free time?
Video games, ha ha. All work and no play makes Jack a dull boy. To sound serious, I read during my free time, and I love going on road trips.
Are you in support of DNA tests in the family?
Yes, sure. I don’t see anything wrong with it.
What does the word hunger mean to you?
Hunger means keep pursuing your goals and dreams; don’t relent even when you get those things you once dream about. Keep the fire burning.
Where do you see yourself five or 10 years from now?
I see myself at the top; a better place in the next few years to come, improving on my craft, and making sure I don’t relent.
