I’m not in competition with anyone —Cardoso

Talk of one of Nigeria’s foremost cinematographer, the name Cardoso Imagery, will readily come to mind. With more than five years on the job, Cardoso has, over the years, been committed to shooting music videos for Nigerian musicians within and outside the country. This can be seen in his most recent job, Banana Island Ghost movie, which illustrated the essential difference between him and his colleagues in the game. In this interview with SEGUN ADEBAYO, Cardoso speaks on his new projects and his brand.

 

How did you become a music video director?

It’s a long story but I’m just going to make it shot. I produced a song for a friend of mine and he said to me, ‘you must shoot the video’. He said that because he knows the kind of person I am and because I was working with a music video channel at that time. When the video came out, it was like I had been wasting my time. I started getting booked for music videos to the extent that there was no time for me to produce music any more. I’ll say filming has been part of me from day one. I have been part of the making of several music videos.

 

So how have you been surviving the Cardoso brand over the years?

Nothing beats my passion for what I do. Hard work comes next to that because without hard work, your passion is nothing. I have been on this job professionally for five years and I have never seen a day that I am not inspired to work harder. I have always believed in myself. I believe I have come this far because of the hope that life will get better by the day.

 

Could you share some of the ugly moments you have had on the job?

I got a brief to shoot a music video which the client insisted we shoot exterior and no night shoot. We got to the location as early as 7 a.m hoping to start at 9a.m, and at about 8a.m it started raining. We managed to shoot a scene but after that, we could not even bring out any equipment. The ugly thing about this was that an A-list artiste was featured on the song. He came in at about 2 p.m, but unfortunately, he couldn’t come down from his car because of the rain. That was one ugly incident I won’t forget.

 

Surviving and living your dream is not something that comes easy with your job, especially with the number of clients you have to attend to; how have you managed to stay afloat?

One thing that has continued to work for me is the fact that I’ve always been true to myself. I don’t take no for an answer. I’ll go to any length to get things done and also try as much as possible to network. Networking has always been my major key.

 

How do you rate your work in the midst of other top video directors in Nigeria?

I’ll rate my job 99 per cent as I can’t rate others above mine but they have also been doing great. I’m not competing with anyone but myself. I don’t have any problem with them because we are all friends and we relate very well. I feel everyone is great in their own way. Honestly, there are many great guys out there that I respect their works so much.

 

Let’s talk about some of the projects you have handled lately, which are not the traditional jobs you are known for. What brought about the shift in focus?

There is nothing like shift of focus. I’m a filmmaker,  not just a music video director. Starting my career as a music video director was the starting point for me. I’m not one of those who put themselves in a corner. I’m a creative man, who loves to learn and also try to create more contents. Many music video directors abroad are doing the same. So, I don’t see anything different in what I do now. It is just another way of reinventing yourself and creating more contents for TV. Filming has always been my passion. I’ll say it was a big challenge at the very first time

 

What can you say is different in these jobs compared with the regular ones you are accustomed to?

The first thing is that I don’t have to listen to one song over and over again. Secondly, I don’t have to shout play back all the time. That makes it interesting for me.

 

It is five years since you took this job to a professional level; how successful is your brand now?

The brand is big and we are working to make sure we make it bigger so that we can be relevant. It has not been easy pushing the brand to this level, but we are not complaining. The job is good and we thank God for the grace.

 

People find it hard to believe your real name is Cardoso. Can you explain that?

As funny as it might sound, that is my name. Whenever I say this many people do not believe me and I don’t know why. Cardoso is my father’s name. My real name is Cardoso Ola. That’s it.

 

When will Nigerian music video directors compete with their international colleagues and win some of the biggest awards?

When we start to think like them and step up our game so that international brands can see the shift in our deliveries. When we start doing the right thing, we will be noticed. For me, the future is very bright for the ones who know what they are doing because it’s beyond just directing music videos.

 

You guys charge as high as N4 million for a shoot. Should music videos cost that much?

Yes, it should even be more than that. The equipment we use to shoot and everything that goes into the shoot is not something that comes cheap. In developed countries, the fee is far higher than that. When you get value for your money, the money you paid will really not bother you.

 

Do you think there is value in what see on TVs these days in terms of videos?

Well, I think there is. It depends on what you describe as value.

 

People say some of the video vixens you use are usually not well paid; what is responsible for this?

I can’t speak for the vixens, but all I can say is that most times,  the issue is with the budget of the project.

 

They are usually portrayed as ‘bad girls’ because of the way they appear in the videos. How do you intend to correct this impression?

Well, I’ve tried all I could, but don’t forget the client also has a major role to play in this.

 

What gives Cardoso an edge above others?

Cardoso is a flexible, creative and also a certified cinematographer, who has proven himself over the years that he’s a thorough-bred professional with deep-seated knowledge of the job.

 

What projects are you working on and how much are you willing to commit into it?

Currently, I’m working on a BBC documentary and also another blockbuster movie with Nemsia Studios, the producers of B430 & Banana Island Ghost. Trust me, I’m committing all I have into it.