International production company Birth has launched Born Ready, a new music division based out of their London office, with the roster of directors represented by Lee Fairweather of Leethal Reppin'.

Born Ready is the home of a number of Birth's roster of directors from their bases in France, UK, US, Germany and Italy - including Valentin Guiod (who won a UKMVA in 2022 for his Thom Draft video for Breathtaking, pictured above), BRBR, Alexandre Moors, Matvey Viks, Theo Gottlieb, and emerging talents including CHNDY and Celine Van Heel.

The directors on the Born Ready roster have worked with top artists such as DJ Snake, Arlo Parks, London Grammar, Miley Cyrus, and Kendrick Lamar. The range of talent at their disposal means that the objective of Born Ready is to make music films across a range of genres, from music videos to live shows and artist documentaries.

Lee Fairweather says he was drawn to being involved when Birth's CEO Hugo Legrand-Nathan and Birth's London MD Kate Elson explained their vision for Born Ready. “Birth’s appreciation for the modern music video space is infectious," says Fairweather. "Their strategy for approaching talent is fresh and will help open doors for amazing new talent.”

Hugo Legrand-Nathan adds: "We want to give our directors the freedom to blend art and music, to create images, soul, rhythm, and killer edits. And we're here to help artists bring their music to life with jawdropping visuals. This is a label for boundless creativity and daring projects and that’s Lee’s DNA."

Music has always been at the heart of Birth, with Legrand-Nathan being the force behind some of the most importnat videos in French rap in the 2000s. Birth partner Yohan Ungar, was one of the top music video directors during that era, working with major players like MC Solaar, Getta and Akon.

"Today, Born Ready is the place for music video directors and anyone whose heart beats for music. We want it to stand for producers and directors who have beats pounding in their veins. People who were born for this. Born ready for music. So we've handpicked the game changers, the next generation. They're young, inventive, raw and fearless. Ready to shake things up and rewrite the rulebook of the industry." 

• Find out more about Born Ready here. Contact Lee Fairweather at Leethal Reppin' here.