Billy Poveda, producer and 'pioneer and visionary of music video', passed away a few weeks ago. We spoke to his wife Heidi Herzon about the man who nurtured careers and made great work - and will always be remembered for his can-do attitude and personal warmth. 

Billy Poveda, co-founder of legendary music video production company Oil Factory, and MD and EP of the company’s US-based arm, Oil Factory Inc., died last month after a long illness.

His death has prompted a stream of tributes from many former colleagues, including numerous directors and long-time business partner John Stewart, who said: “Billy was a unique talent, quite irreplaceable – his death is a tragic loss.”

Gregg Masuak, one of the many directors whose careers he nurtured, said: “Billy wasn’t just the face of Oil Factory’s aesthetic - he was its soul. In a world obsessed with ego and artifice, Billy embodied grace, integrity, and quiet strength.”   

Poveda, who leaves his wife Heidi Herzon – also his fellow producer at Oil Factory Inc. – and their daughter Emma (pictured above, with Billy) was a hugely influential and much-admired figure in music video and commercial production, in the US through the Nineties and into the Noughties.

Diagnosed with early onset Parkinson’s Disease in 2009, he focussed on maintaining as best health as possible from that point. Having been well enough for some years to compete in triathlons, he became seriously ill after succumbing to pneumonia last year. He died in Los Angeles on the 13th of October.

Above: photo study of Billy Poveda, 'The Producer' by R Goldstein, late 1980s

Charismatic and charming, greatly respected by directors and producers he worked with, Billy Poveda was born in Colombia, moving to the US with his mother as a child. He had been a gifted dancer before he set his sights on production, and then co-founded Oil Factory in 1987 with John Stewart in London, before moving back to the US to establish the company’s American division in 1989.

Under his leadership, Oil Factory Inc. became renowned for developing young American filmmakers – including the Hughes Brothers, Paul Hunter, Doug Prey, Martyn Atkins, Frank Sacramento and artist Doug Aitken - and also breaking British music video directors from London-based sister company Oil Factory Ltd into the US market, including Sophie Muller, DOM&NIC, Pedro Romhanyi, Jamie Thraves, John Hillcoat, and WIZ – and producing Jonas Akerlund’s first videos outside Sweden.

Billy had a very energetic personality - and a nothing-is-impossible attitude.

Oil Factory Inc. produced hundreds of videos, for a range of major artists including Madonna, Metallica, Shakira, Beyoncé, Gwen Stefani, David Bowie, Smashing Pumpkins, Tom Petty, Sade and many more. He saw Oil Factory Inc. grow into a sizeable LA-based production company.

This success was particularly impressive, considering the unusual circumstances of Oil Factory coming into existence in the first place. Poveda and John Stewart did not know each other before they were brought together by John’s brother, Dave Stewart of The Eurythmics, for the purpose of shooting a concert film of the band.

Neither were experienced producers, and quite different personalities, but after making the concert film for Eurythmics they continued the partnership with the company now named Oil Factory, producing videos for every track from Eurythmics’ 1987 album Savage - mostly directed by Sophie Muller, the first director signed to the company.

Above: Billy (above left) and John Stewart, on the Mersey Ferry in Liverpool in the late 80s, after launching Oil Factory.

Heidi Herzon, Billy’s widow, who also served alongside him as Executive Producer for most of the duration of Oil Factory Inc., says the pair’s contrasting personalities and backgrounds complemented each other well.

“Billy had a very energetic personality, with a nothing-is-impossible attitude. John was thoughtful and experienced. They both shared similar aesthetics in film and music. They could recognise talent immediately. There was a true symbiosis between the two.“

Poveda had been a dancer with aspirations for a career in ballet – he studied at the San Francisco Ballet School – before seriously damaging his ankle in a motorbike crash while in his early twenties. His sights in dance then moved to the growing market in music videos - Billy credited iconic music executive Jeff Ayeroff with giving him the opportunity to dance in his first music video. This eventually led him to meeting Annie Lennox on an Eurythmics video shoot, and the pair became romantically involved.

Oil Factory Inc. was very adept at getting the UK directors... working in the States.

When he returned to the US at the end of the 1980s, with a first office for newly-formed Oil Factory Inc. above an LA restaurant, he soon found that his roster of London-based directors struck a chord with a number of American artists and labels.

“They were saying: ‘we want something cool’ – and that’s what the UK directors represented,” recalls Heidi. “Oil Factory Inc. was adept and successful at getting the UK directors like Sophie [Muller], Dom & Nic, Pedro Romhanyi, Jamie Thraves, and WIZ working in the States.”

She adds that this required incredible effort, and very long hours, to make it happen in those pre-internet times, driven by Billy’s energy and enthusiasm. “We were working around the clock, getting treatments from UK directors, faxing them briefs, playing the songs over the phone. It was a 24-hour operation.

“It allowed our roster to be global in those days, seen on both continents. We didn’t have offices around the world but I think we were as far-reaching. And then we delivered top quality work.”

Heidi adds that Billy had the ability to surround himself with talented people, who not only delivered great work, but also stayed with the company for years – the likes of the Hughes Brothers, “who he signed basically out of film school”, Frank Sacramento and Martyn Atkins.

Above: Billy (left) with Al Green on video shoot for his duet with Annie Lennox, 'Put A Little Love In Your Heart', 1988.

Once the company was established, and Billy was helming the commercials division, he was also able to break British directors like DOM&NIC into commercials in the US, on a Nike campaign. “That brought something new to commercials in the States - a more cinematic edge, and dry humour,” says Heidi.  

Billy led the commercial division to produce award-winning campaigns featuring top athletes Kobe Bryant, LeBron James and Tiger Woods, and branded documentaries earning Oil Factory and its directors Gold Lions at Cannes, and Emmys and Clios in the US.

Among his great achievements in music videos were Grammy-winning videos for Madonna’s Ray Of Light, the first US-based music video directed by Jonas Akerlund, and several more for Annie Lennox amongst others.

Heidi points out that what mattered to Billy was not necessarily producing the largest productions for multi-platinum artists but working with artists whom he admired in his youth. These included soul legend Al Green, and his ultimate hero, David Bowie, on the DOM&NIC-lensed video I’m Afraid Of Americans, featuring Trent Reznor. 

Amongst his peers, Billy was also an effective advocate for the industry, holding positions throughout his career as President of the Music Video Producer’s Association and on NARAS’ Board of Governors. 

Then in 2009, Billy responded to the news of his Parkinson’s diagnosis with characteristic drive and determination. He maintained his fitness and physical strength to the extent that he was able to compete in triathlons for several years following his diagnosis.

“He fought courageously and he was doing really well for so long,” says Heidi. “It’s one of his biggest achievements.”

And his daughter Emma, who is pursuing a career as an arts curator, cites her father as her deepest inspiration. ''My Dad had a singular mind and an inimitable way of being," she says. "At a young age, he showed me that creativity can change the world. He encouraged me to listen to my heart and take risks.

"He's still the first person I want to tell about what I'm reading, listening to, or what trainers I just bought. He had this mantra; ’every day is day one.’ He believed in living. I will miss him.”

We asked some of Billy's close friends and colleagues at Oil Factory Ltd and Oil Factory Inc. to write their own tributes to Billy - here below.

Above: Billy in front of the camera - on a video shoot with Annie Lennox, late 1980s.

Billy had an incredible lack of caution... and at the same time had such faith in my abilities that I believed in them too!

Sophie Muller, director

When I first joined Oil Factory John and Billy were both running the business in London and they were the absolute antithesis of each other and it was amazing. 

Billy had an incredible lack of caution and was wild and cool. He made me think of doing things I hadn’t even thought of and at the same time had such faith in my abilities that I believed in them too! 

Then he moved to America to set up the LA office which were more great times. He helped me so much to be able to work over there, and was always encouraging and supportive. 

Everyone really liked Billy and found him incredibly charming and positive. Who knows where we would all be without him?

WIZ, director

Billy Poveda MD of Oil Factory Inc., was a pioneer and visionary of music video. In many ways he was the American version of John Stewart, both sharing the importance of integrity and creative freedom, always skilfully standing up for a director.

Originally a gifted dancer, he knew what it meant to be both sides of the camera. On set he was a like the wise boxing coach and 'between rounds’, he’d take you aside and conspiratorially whisper words of confidence and strategy. He was also delightfully charming and witty and flowing with flair. What more could you want?

Frank Sacramento, director

Billy was special, a wonderful conduit and had this innate gift of bringing likeminded talent together. To this day you’ll hear how if it wasn’t for Billy hooking them up with this writer or editor or director or musician, record label,  they wouldn’t be where they are today…

Back in the day he would always joke around and say, I made that guy! Well if he didn’t, I’m certain he had a hand in it.

Allen Hughes, director

My heart is heavy with this news. Billy [was] absolutely one of my favorite humans and key spirit in my life and career.

Rest in Power, Mr. Poveda.

Above: Billy and John Stewart, Los Angeles, 1990s

We worked closely together as partners and co-owners of the London and LA-based companies, ‘building the Oil Factory brand’, as Billy liked to say.

John Stewart, MD of Oil Factory Ltd (London)

For Billy, anything was possible. He was always full of ‘can do’ positivity and was a brilliant salesman. The antithesis of me, in fact. But somehow our qualities complemented each other and we made a great team. I was the Yin to his Yang.

He was also charming, handsome, athletic, streetwise and always fun to be with. He knew Los Angeles like the back of his hand and was a wonderful guide to the city. For 18 years, until I retired, we worked closely together as partners and co-owners of the London and LA-based companies - ‘building the Oil Factory brand’, as Billy liked to say.

Billy was a unique talent, quite irreplaceable. His death is a tragic loss and he’ll be sorely missed by me, his wife Heidi, their daughter Emma and the many people he worked with.

Toby Hyde, head of production, Oil Factory Ltd

Billy was an incredibly supportive, unique individual with a formidable spirit. A true pioneer of music video who loved the UK and the bucketloads of talent in the scene.

Above: Billy (second right) with directing team Police & Thieves, including Harris Savides (right), early 1990s 

Jamie Thraves, director

Billy was an avid and keen supporter of mine right at the very beginning of my career in music videos. He was head of Oil Factory Inc in LA and oversaw my first job on American soil for the band Blind Melon. 

Billy was a very charming, funny and charismatic guy. He reminded me of Michael Keaton a bit, the way he spoke and acted - quick thinking, similar wry warm smile. He and his partner Heidi could not have done more to make me feel welcome and supported as a filmmaker in the US. I loved working and hanging out with him, he was Mr Hollywood for me.

Best memory is when Billy and Heidi along with their daughter Emma treated myself and my young son Tom to a day at Disneyland. Lovely memories indeed. My love, thoughts and deepest condolences go out to Billy’s family. 

Rob Small, producer, Oil Factory Ltd.

What can you say about Billy Poveda? He was a one off!

A magnificent friend. A guiding, beautiful light of a man.

John Hillcoat, director

Billy was a true trailblazer, from the cheesy dance moves he managed to pull off in his early music video days to helping to build the longest and most beloved music video company in history, the world over.

Being blessed with great taste and a real eye for talent, he was relentless and a tireless pro dedicated to the artistry he helped to cultivate and flourish. All the while he somehow managed to maintain a relaxed vibe plus put the fun and passion back into work. Yet miraculously on top of all of this, Billy was a wonderful human being with an effortless sly sense of humour. A force of nature, I had heard he was nothing but courageous in dealing with his long battle with the debilitating illness of Parkinson’s. 

I will never forget the days of hanging out in LA, with Heidi and their obsessive beloved attachment to their doggies. Billy helped me become a true animal lover. He also helped me somehow and occasionally pull off a low-to-no budget music video especially when against all the odds.

I will never forget the excitement whenever getting to visit the city of broken dreams in the Oil Factory office split apart by the infamous earthquake. I will never forget Billy’s laughter and his joy over his children, the two little puggy doggies.

Above: On the set of David Bowie's I'm Afraid Of Americans video, 1998, from left: Nic Goffey, Dom Hawley, Bowie, Trent Reznor, Billy, Daniel Landin (DoP), John Masden (producer).

Dom Hawley & Nic Goffey (DOM&NIC), directors

Billy was truly one of a kind, it’s so hard to try and summarise our thoughts and memories of him in a few words.

He was a great mentor and so much fun to be around. We went to America very early in our career and he really looked after us, introducing us to fabulous talented people to collaborate with. He was a great people person well connected and very much loved by all. It felt great and strong to be on his and Heidi’s team.

As well as broadening our horizons and opportunities in music video, Billy was instrumental in expanding our career into commercials, and whilst music video has always been our first love, making commercials helped us develop our craft and gave us the financial stability to continue to make music videos to this day.

Best Factory I ever worked in...

Gregg Masuak, director

When I first stumbled into the doors of Oil Factory the once-exciting music video world I unexpectedly found myself in had left me wondering why I was there in the first place. The post-80’s sell-me-at-any-cost mentality [was] threatening to drain all meaning from the work I had come to love. 

And then, there was Billy Poveda.

Billy wasn’t just the face of Oil Factory’s aesthetic - he was its soul. In a world obsessed with ego and artifice, Billy embodied grace, integrity, and quiet strength. His kindness and steady presence reminded us all there at Oil that decency and creativity could coexist, that goodness could lead as powerfully as ambition.

Where others churned bloody waters like sharks for spectacle, Billy was our calm sea - luminous, grounded and alive. He drew out the best in us simply by being who he was. And through him, we all shone.  

A magnificent friend. A guiding, beautiful light of a man.  Billy, forever, I absolutely adore you.

Martyn Atkins, director 

"The music business is a cruel and shallow money trench, a long plastic hallway where thieves and pimps run free, and good men die like dogs. There’s also a negative side." - Hunter S. Thompson.

It turns out that this famous Thompson quote was about the Television business, not the, oft quoted, music business. Billy was one of the only people I knew that could straddle both these worlds and come out the other end with a few laughs and a result. Always positive, always dynamic, fuck me he even used to be a dancer!

I think we were lucky, to know each other, and to spend much of our working lives in this minefield surrounding our love of music and film. Best Factory I ever worked in.

Must’ve been ’89 or ’90, I was directing a clip for The Violent Femmes with Midnight Films, and he had the cheek to come on my set and chat me up about joining Oil Factory. I liked his gall. He was one of the lads but he could deal with the adults, which I couldn’t. He charmed me and the rest is history.

It's so hard to talk about lifelong friends after they’ve left us, sadly it’s something we have to deal with more and more each day. All I can really say is I loved Billy. 

Above: Billy and his daughter Emma, Los Angeles, 2024