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Crack Magazine and Ground Work launch Three Minutes - a music video scheme for aspiring directors

Crack Magazine and Ground Work launch Three Minutes - a music video scheme for aspiring directors

Promonews - 3rd Sept 2020

A new incubator scheme called Three Minutes is offering the chance for young, unsigned directors a chance to win a major music video commission - with the majority of places on the scheme reserved for BAME directors.

The project is an initiative from Crack Magazine and its production company Ground Work with support from
Burberry, the BFI NETWORK and audio brand Shure, and the aim of the scheme is to to open doors for those looking to break into the film industry from disadvantaed and underrepresented backgrounds, giving aspiring directors from those groups a major commission and offering space and support.

Applications are open now to unsigned directors aged 26 and under, and will be judged by a panel of industry experts. Five successful directors will then go on to create a fully-funded music video through the scheme, with each video having a minimum production budget of £12,000. A majority of spaces on the scheme will be reserved for BAME directors, and successful directors will be paid the London Living Wage for the entire pitching and production process.

The project has also received funding from the England European Regional Development Fund as part of the European Structural and Investment Funds Growth Programme 2014-2020.

To apply, aspiring young directors will need to create a short pitch document for an example track selected by Crack Magazine alongside a personal statement and portfolio of two or three previous artistic works. The statement will be an opportunity for applicants to convey their creative aspirations, but also to detail barriers they’ve experienced in developing their directing careers whether financial, geographical, due to lack of opportunity or because of prejudice. These factors will be taken into account in the selection process to ensure that successful applicants both possess significant artistic potential and will benefit markedly from the scheme.

The panellists who will choose who among the applicants will win the commissions on the scheme, include important names in film, music business and music video production. They include Robbie Ryan, Oscar-nominated cinematographer of The Favourite, American Honey and many more; Kaylum Dennis, director of era-defining videos from the likes of Dave, AJ Tracey and Stormzy; DoP Olan Collardy; Ksi Odedina, senior marketing manager at Warner Records; Theresa Adebiyi, creative director at Partisan Records; directors Akinola Davies, Oscar Hudson, Fleur Fortuné and Abteen Bagheri; Object & Animal founder Morgan Clement, and South London rapper Flohio.

The panel is completed by photographer and Crack Magazine art director Michelle Helena Janssen, and Ade Udoma, founder of the Abaga Velli clothing house. Describing the Three Minutes scheme as ideally becoming a creative hub, pushing people forward into the film industry via the scheme, Crack has commented: “Music videos define movements and have provided some of the most iconic moments in music culture. Three Minutes is a commitment to the celebration and furthering of this craft.”

Applications are now open, click here to apply. For more information contact or

Promonews - 3rd Sept 2020


  • Film Scheme
  • Young Director Scheme
  • Diversity
  • BAME

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