Interview: Rising videography and photography talent and DJ Mac's older brother, Gordon McDowell, talks about overcoming challenges, brotherly bond with DJ Mac, storytelling, creative process, and vision for the future of dancehall videos
Gordon 'Gee' McDowell capturing the opportunity to elevate the game
In the prolific digital age, the demand for talented video directors to create visuals alongside music is gaining momentum. Many Jamaicans are seizing this opportunity to showcase their talents in a field deeply intertwined with the island's rich musical culture.
One of these talents is Gordon McDowell, more popularly known as Gee of BadGee Studios. As the older brother of Billboard producer DJ Mac, Gee has recently made a significant impact on the local scene, excelling in both photography and music videos.
Gordon 'Gee' McDowell switching his passion into reality
"Videography and photography became my passion while pursuing a degree in digital media production at UWI Mobay. My interest in dancehall videos started in my second year when my brother, DJ Mac, asked me to shoot an impromptu video for Squash in 2018. I shot my first music video, 'Mek it Shake,' and collaborated with Shot by Deth on 'While Me Own,'" he elaborated in an interview with Kaboom Magazine.
Praising their joint creativity, Gee reflected on his brother DJ Mac's influence: "DJ Mac is my younger brother; we grew up together as creatives. Most of my opportunities came through him, as he always believed in my potential and gave me a shot with big-name artists. Before taking videography seriously, I was capturing content for him and the team at events and parties. Being in the creative space together always felt natural, like something we've been doing since we were young."
Delving into some of the challenges he faces, McDowell expressed, "Punctuality is a big issue. Shoots and sets often don't start on time and don't always go as planned. Access to equipment rentals was also a problem initially, as I couldn't afford or find the necessary gear. Additionally, the artist might dislike the outfit you spent nearly 100k on, actors may arrive late, and the deposit might not cover all expenses due to underquoting or insufficient client budgets. The process of creating a treatment, planning, and executing a shoot can be tedious and nerve-wracking, but I'm still learning to manage these challenges."
"Having a camera with multiple lenses is a good start, along with knowledge of shot composition and camera movement. Understanding lighting is crucial, and directing skills can be an advantage. Many people have camera equipment, but few can actually shoot well, and even fewer can edit. Learning how to edit will definitely set you apart."
Learning from acclaimed video directors in Jamaica, Gee constantly strives to upgrade his skills. "I watch a lot of music videos from top directors I admire, like Cole Bennett, Gibson Hazard, Shane Creative, Shot by Deth, 9 Mile, Djuvii, WhosRila, Ruppi, and Kreative Klique. I also draw inspiration from movies and TV shows for shot setup, lighting, and execution," Gee shared.
Discussing his creative process, Gordon sheds light on the art of storytelling. "Storyboarding can be fun or tedious, but for me, it's about pulling together various elements to create the vision. I always keep in mind that the artist has their own vision but is open to my interpretation based on what I hear in the sound. Detailing the vision of the song bar for bar, sometimes by the beat, is crucial in manifesting the end product of the visuals," he explained.
"Aside from creating a song, how the photography and videography look plays a crucial role in an artist's career, especially today. Everything is visual"
When asked about a standout moment in his career, McDowell recalls shooting an interview with Aston Villa winger Leon Bailey for Jaii Frais' 'Let's Be Honest' podcast. "A notable experience was working with Jaii Frais on shooting the interview with Leon Bailey. That video went viral, sparking numerous conversations online. It showed me the power of creating content that resonates with people and taps into current trends."
Building his name in the industry, Gee founded Gee Studios and has worked with many elite dancehall artists. "Aside from creating a song, how the photography and videography look plays a crucial role in an artist's career, especially today. Everything is visual; people want to put a face to the voice. This is why we have MTV Music Video Awards, not just Music Awards—visuals can truly elevate an artist," he explained.
For aspiring video directors seeking their breakthrough, Gee advises, "Believe in yourself and love what you do. You’ll encounter bad business, clients who pay little or nothing, late starts on sets, last-minute work, and sometimes more projects than you can handle. Issues will arise, and things won’t always be perfect, but that’s part of making it work. Many night shoots should have been done during the day but faced delays due to late arrivals or last-minute changes. Despite these challenges, creating something that resonates with people, helps artists gain recognition, and connects producers, dancers, and designers is rewarding. I used to want to be the artist on TV, but now I get to put them on TV."
Looking optimistically toward the future of visuals and dancehall, Gee expresses, "I think dancehall videos are pushing the scope of creativity in Jamaica and worldwide. We've come a long way from editing solely with one lens to now utilizing an array of lenses, equipment like drones, gimbals, car mounts, and body cams. The list goes on, and we are learning fast, with the results showing."
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