Interview: Kyng Kreative shares the story of Old Harbour’s video company Kreative Klique, vision, leading projects, future impact, and his most significant experience
Kreative Klique is one of the rising forces in the music video industry (Photo: Kreative Klique)
Behind every music video are talented individuals who bring the vision to life. Kreative Klique, a rising powerhouse in Jamaica's music video industry, has earned a reputation for exceptional directing and editing over the past six years. This year, they have elevated their brand to new heights with even more captivating visuals.
Based in Old Harbour, St. Catherine, Kreative Klique has been a driving force in the music industry since 2018. In an interview with Kaboom Magazine, team members Kyng Kreative (Ramon Dixon) and Chad shared insights into the group’s operations. “We’re a team of six. Chad and I primarily handle directing, while others focus on lighting and behind-the-scenes photography,” Kyng explained. “Chad and I also manage editing, and for some projects, we collaborate with Naka Production for additional support.”
Chadrick 'Chad Kretive" Henry, "Visuals are incredibly important in a world driven by trends" (Photo: Kreative Klique)
Dixon added, “We divide projects into groups and assign each member to shoot at calculated times to ensure efficiency.”
Renowned for their work on numerous music videos, Kreative Klique Entertainment has had a standout year, delivering exceptional visuals. Among their key achievements was a major collaboration with Cash Code on the Juta Riddim, one of the year’s leading projects. Highlighting the importance of visuals, Kyng Kreative shared, "I think visuals are important because they allow listeners to see the emotions of the songs and help viewers connect with and understand the artist."
Collaborating with artists such as Teejay, Chronic Law, Malie Donn, Valiant, Intence, and emerging talents like Jamal, Areakode, and Ai Milly, Kreative Klique emphasizes the importance of visuals. "Visuals allow listeners to feel the emotions of the songs and help viewers connect with and understand who the artist is," Kyng Kreative expressed.
Kyng Kreative expanded on his vision for thriving in a fast-paced, content-driven world. "Visuals are incredibly important in a world driven by trends, as they serve as the first point of engagement for most audiences, especially locally. In the age of short attention spans and fast-paced content consumption, eye-catching and high-quality visuals can make or break the success of a project," he explained. "They not only grab attention but also communicate a brand's identity, evoke emotions, and help storytelling resonate more deeply with viewers. In a world dominated by social media algorithms, where 'scroll-stopping' content is key, visuals are often the deciding factor in whether something trends or gets lost in the noise."
Kyng Kreative’s partner, Chad Kreative (born Chadrick Henry), joined the conversation and shared his approach to crafting exceptional and captivating visuals, emphasizing the importance of storytelling and dynamic imagery. "It requires a deep understanding of the artist's message. I start by brainstorming unique concepts that align with the song's tone and lyrics, then translate those ideas into visually compelling scenes. I pay attention to every detail—from camera angles and lighting to the set design and color grading, ensuring that each frame evokes the intended emotion," he explained. "Collaborating with the artist is key to blending their vision with my creative direction, resulting in a music video that resonates with the audience and stands out as a piece of art."
The video director also shared his perspective on what sets Kreative Klique apart: "I think what sets us apart is that we are a collective of creatives who are very passionate about our work. We build lasting connections, ensuring our clients always return," he elaborated.
Highlighting "Rolling Calf" by Chronic Law as their most significant experience so far, he stated, "The most talked-about video from the streets, even years later, remains 'Rolling Calf.' Its gripping portrayal of the harsh realities of ghetto life, paired with cinematic visuals, continues to resonate deeply with viewers, sparking conversations and reflections on its relatable and tragic narrative."
Marking a prolific and outstanding year for their brand, Kyng Kreative, alongside co-partner Chad, Shaq, Kobe, and the rest of their team, aims to bring dancehall to the global stage. "Our dream is to help propel dancehall music to global success, building an international fanbase that boosts revenue for artists and producers, ultimately benefiting everyone involved in the industry, including video production teams," he elaborated. "This would not only elevate Jamaica’s cultural influence but also create new opportunities for the youth, providing them with a viable path to escape poverty and build a brighter future," he added.
Comments