AFKInsider: How big is Prisma now?
Belomy Xavier: We have two– just me and my colleague. When we are in production, we hire other people.
AFKInsider: What are some challenges being a video director in Cabo Verde?
Belomy Xavier:One of the things that is a challenge is that Cabo Verdeans want to copy others. If they see an American music video they want to do the same thing. But I turned this into an advantage because I don’t do that. I always try to include or Cabo Verdeanism. I want to keep the Cabo Verde flavor in each video.
AFKInsider: I noticed you seem to focus in on the details in the music videos.
Belomy Xavier: I believe it is the details make the difference. And one of the things for me is that video has to move with the music. In Cabo Verde, the music defines how we dance. When the people see the video I want them to feel themselves inside the video. Take ELL Cosme’s ‘Amor Na Club,’ I wanted the video to not only look hot, I wanted it to feel hot. That’s why I chose the warm lightning. And I wanted the viewer to move as the video moves.
AFKInsider: Is it difficult to maintain a certain quality in Cabo Verde, given the limited access to equipment, etc.?
Belomy Xavier: Production quality that is one of our biggest concerns. I believe we need to be careful when we work with communication so I want people to see quality when they view one of my videos in their homes. So Prisma invests heavily in good cameras as well as HUMAN resources. Just because you have a better camera, doesn’t mean you will have a better product if the person using the camera isn’t skilled and has no vision. So I am always try to push myself to improve and learn new things to better my work. That’s why we study so we not only can know how but why.
AFKInsider: Is the industry developing?
Belomy Xavier: We have a lot of work to do because we are so small and our market is so young too in video production. What I am happy because people are now becoming more aware of what is a quality product. And they are asking for quality and THEY CAN pay for it. As far as more directors, that is slow. At university I was in class with like 30 people but there are only 3 now in the industry. This is a problem because Cabo Verdeans don’t like to do different things; they like to do what other people do. This is our blessing but it is also our curse. Our blessing because we can adapt easily, but a curse because we need to take more risks.
AFKInsider: What are some difficulties in doing business in Cabo Verde?
Belomy Xavier: They can pay, but Cabo Verdeans don’t like to pay. And this sometimes affects my mental process because you have to chase money. It can make you get unmotivated because you have done a great job for someone and they try not to pay for it. But I stay focused because I love what I do. You just have to love what to do and I really love it.
AFKInsider: What are some of your goals?
Belomy Xavier: I believe one day I will realize my dream to work with an international artist. I am also looking into not only doing video production work for the government and ministries but to also do commercials for them. I got to work with another company on production for one of the most popular TV programs we have had–a reality show called Casa do Líder in 2013. I would like to do more of that.
AFKInsider: Many video directors want to venture into film. Do you?
Belomy Xavier: This is a long way off but I really do want to make a film. We have some other video directors trying to make films and the result hasn’t been too good. I want to go back to school and learn the art of filmmaking before I do this, because filmmaking is different from making a video. And when I do a film I want it be great quality, to represent Cabo Verde.
