Global award-winning creative production company freenjoy is partnering with the UK Music Video Awards for the first time, sponsoring the prestigious Best Director award at this year's UKMVAs.

freenjoy is an internationally recognized creative studio and production company creating work across music, film, fashion, advertising and contemporary art. Built around a 'for artists, by artists' point of view, the company philosophy is that no project is created alone.

Rather than operating with a traditional roster, freenjoy - founded by Nathan Scherrer in 2014 - works through a global community of independent directors, photographers and filmmakers. Much of the company’s vitality comes from building long-term relationships with both established and emerging talent, supporting artists and creating the space for them to develop their own fingerprint.

“As a platinum sponsor of Best Director, we’re so honoured to support the category, the directors and crews whose work continues to challenge the industry, and the UKMVAs’ longstanding commitment to creating space for the best and boldest work,” says Tara Sheree, Creative Partner and Executive Producer at freenjoy. “Having been born and raised in London, it's particularly meaningful and exciting to be building a freenjoy presence here.”

“2026 also marks the launch of freenjoy in the UK, making this year’s partnership with the UKMVAs especially significant,” adds Nathan Scherrer, founder and Executive Producer at freenjoy. “For us, this isn’t about expansion for expansion’s sake. It’s about becoming more connected to a creative community we’ve admired and worked alongside for many years. We’re excited to continue to support more and more artists here moving forward."

The news of freenjoy's partnership with the UK Music Video Awards arrives as members of the MVAs Jury are judging videos in nearly 40 categories, including Best Director. In the Best Video by Music Genre and Technical Achievement categories, the second round of judging has now begun, with panels meeting to make their final choices, and will run until later this month. Judging in the Individual and Company categories continues on the judging platform.

The nominations for this year's UK Music Video Awards will be announced at a Nominations Party on Thursday, October 1st - more details about that coming soon. The UKMVAs 2026 awards show takes place on Wednesday, November 4th, when the UKMVAs will return to The Roundhouse in north London. Details on booking tickets for the event coming soon.

• More information at ukmva.com