Call Sanusi Shina Nigeria’s youngest music video director and you might just be right. The filmmaker and photographer, believes that his quest for artistic excellence makes him a communication expert. The 23-year-old speaks with Ovwe Medeme on the initial struggles he had to face, his production outfit 7Hills, as well as his ambitions.
WHEN did you first decide to go into video production?
I made the choice a few years back; about seven or eight years ago. I was very young at the time, in fact still in secondary school. I had a love for photography, so I walked up to a place to learn. In the process, I was able to learn fast, so, even though I was supposed to spend two years, I spent a month and some days because I was able to understand the art fast. I started photography on my own. I practised with a lot of things around me. From there, I went ahead to hone my skills in directing music videos.
How old were you at the time?
I was 14 years old.
Did it not interfere with your secondary education?
It actually didn’t interfere with my schooling because I was almost done. I was in SS3. I was fortunate. God blessed me with intelligence so it was just like playing around during my leisure. From photography, I progressed into filmmaking. I met this big brother around who was a filmmaker, that lived opposite my house. I would go to his house every morning, get his camera, clean stuff for him, just to get knowledge from him. He took me along for his jobs. That was how it started for me.
For how long have you been shooting music videos?
I shot my first music video professionally in 2009. It was for an up-coming artiste called Saint P. The late Dagrin was featured in the song. In fact, that was the last video he appeared in before he died, so we dedicated it to him.
Who else have you shot videos for?
Terry G has really been so helpful because he actually believed in me. I have been able to do so much with him. He is a creative person too. I also shot a video for VIP of Ghana. I did a video for a Cameroonian artiste called Atelente. I have worked with Skales too. Sometimes, big artistes are featured in the songs, so I have to work with them. I have also worked with the likes of Vector, Jaywon, and a lot of others.
Have you made any feature film?
I have not made a feature film on my own, but I’ve been on set to do photography and to do a lot of projects too. I also do videos for adverts.
So far, what are some of the trying moments you have faced?
They are so many. At a point, while growing up, we lost our silver spoon. There wasn’t enough money to do what we wanted to. I had to manage and strike a balance. The first time I approached somebody to learn the trade, they demanded a lot of money from me, which I could not afford. That was one challenge I had to deal with.
Another challenge was getting the tools. They are expensive to get. I couldn’t even buy a laptop. I had to use a sister’s laptop. After I started shooting, many lot of people wanted me to make million dollar videos for them with one million naira. I like to make standard videos, and always want to deliver on my jobs. As a result, I sometimes get into debt. We don’t have enough money to make what people want, yet we strive to create a balance, and it affects our productions.
Between photography and filmmaking, which is your first love?
They are the same because you can’t be a good cinematographer without photography. Filmmaking is just multiple pictures in motion. So you have to do photography before you can get into filmmaking.
As a self-taught craftsman, how did you convince people to believe in you?
It has been God’s favour. I promised some clients their money back if they were not satisfied. But a lot of them had seen my past work and seen the progress. They knew what they would be getting.
What is next for you?
I did some training with NYFA, so I should be travelling later this year for another training programme. There are other things I want to become in life.
What are some of those other things you want to be?
I see myself becoming a Dangote in the nearest future. I like business but that doesn’t stop me from practicing my first love, which is photography and filmmaking.
Do you intend to further your studies?
I actually attended the University of Ife, but didn’t graduate because of my love for photography. It was demanding, and since I was looking for an avenue to make money, I began to fall back. But now, I am planning to go back and finish my course.
How old are you?
I am 23.
Are your clients not discouraged by your age?
A lot of people do not ask my age even though they know I am young. And I have gained some trust in the industry. Some people actually know who I am. They know those I have worked with, so they believe that they have nothing to be scared about.
Are you married?
How can I be married? It is not possible for me to be married. There is nothing wrong in being married at this age but I have my philosophy. And that is money first. That way, nothing will stand between me and my ambition of becoming the Dangote I have always wanted to be.
What if you find true love at this stage?
True love is scarce and love is money. I won’t lie to you. So if you are talking about true love, you should be talking about true money. So you need a lot of money to earn a lot of love, although the Titanic kind of love still exists.
Do you have a girlfriend?
I have dated girls but they don’t stay because I don’t have time to hang out. I don’t want to get myself in all that. I just want to pursue the ambition, so that at the right time, when I have my own conglomerate, then I can sit down and have plenty of wives.
As one who doesn’t have a social life, what do you do when you are not working?
When I am supposed to be free, I think about my next move, trying to see how I can get closer to my dreams. A lot of friends have tried to take me to clubs. My ex-girlfriend tried too but it didn’t work. Everything I think about is money and business. The only time I party is when I go to shoot party scenes.
What is you production outfit called?
It is called 7Hills Films. I have a creative team works with me. When it comes to post-production, we have affiliations with people in India and South Africa. That has actually set a pace for us.
Why the name 7Hills?
It is spiritual. It came to me on one of those days when I was sitting, thinking about the future. Seven has to do with perfection. God worked and rested on the seventh day. So in that light, I am sitting on the seventh hill. Before anybody can do better than me, he or she has to cross those hills.
Do you have a working relationship with other video directors?
A major problem of mine is relating with people, I am not sociable at all. Even when it comes to meeting people, I am a very shy person. I also don’t like being snubbed. I have relationships with directors abroad, especially in America. If there is a course I can do to be more sociable, I would probably attend.