As time has progressed, the direction of music videos has also evolved. In the past, the success of a music video was determined by its MTV rotation rates and the occasional Soundscan sales tally. Nowadays, the impact of a music video is more challenging to measure as it comprises a combination of YouTube views, music service streams, and social media impressions.
Fortunately, it’s easier for music enthusiasts to find their favorite videos, whether it’s a classic hit like “digging your scene” or a new release like “Yet To Come” by BTS. With today’s platforms, discovering new music video directors and their best work is easier than ever. However, the increased accessibility also means heightened competition, making it challenging for aspiring directors to stand out.
Alex Acosta agrees with the changing landscape of music direction; he’s a multi-platinum music video director known for his inventive shooting style that blurs the creative lines between music videos, TV production, and feature film. He discusses modern film direction and believes that technology has had a tremendous impact on the entertainment industry and that everything from camera work to computer processing speeds and lightning has changed things for professionals in the entertainment industry. He also has a firm belief that while modern technology has enabled creatives like him to create visually stunning and eye-catching content, it has also made it difficult for them to keep up with the fast-paced changing technology, yet he is optimistic about the future and eager to explore new horizons.
Alex Acosta was born on August 23, 1984, and raised in the vibrant borough of the Bronx, New York. He honed his skills and knowledge by graduating from Virginia Union University but found his passion for the entertainment industry during his early college days when he started filming his daily activities with a camera. His hobby quickly became his passion, which propelled him to embark on the path of becoming a cinematographer and director. His big break came after he helped film a rap cypher for a friend, which caught the attention of rapper Cassidy, and from there on, it was a never-ending journey of achieving one milestone after another. And he kept working on music videos and daily content for Cassidy.
But as his career progressed, not only his work but his directing style also started evolving according to the demands of the industry. He began working with higher-tier artists and labels with larger budgets and even greater expectations.
After working on the music direction of Flo Rida’s blockbuster track “My House,” Alex scored his first hit. His profile grew from there as his lens captured performers in 50 nations around the world, including accomplished names like Natalie La’Rose, Jason Derulo, Kelly Rowland, and Chris Brown, to mention a few. He has also directed projects for big media sources and TV shows such as REVOLT, BET, MTV, FUSE, ESPN, NBC, and ABC, proven his extraordinary abilities behind the camera by creating corporate and social media marketing campaigns for Late Night with Jimmy Fallon, The Today Show, Good Morning America, and Jimmy Kimmel Live!, and worked with major business clients, including Atlantic Records, Samsung, Celsius, iLoud, La’lpina Water, the NBA, and ESPN.
After obtaining expertise and experience in the field of direction from working with such big names, Acosta established his own production business, Prestige Film Works, under which he hopes to create and direct more movies in the future. His most notable projects as a director include television shows such as Big Facts Lil Baby, The Return, Revolt TV x Michelle Obama, BET HER Awards 23′, Big Facts Young Jeezy, 2 Aces & a Dirty Heart, and Respectfully Justin, as well as music videos such as, “More Than Friends,” “My House,” “Neva Cap,” “Try Me,” and “Don’t You Wanna” ft. Snack, “Yo No Se,” “Jammin,” “Look at My Face,” “Put It on You,” “Bout It Bout It” feat. Oya Baby, and “Nothing” ft. Funsho, as well as ads such as the Black & Unlimited Change Maker and The Ms. Pat show.
As the world of music continues to evolve, it’s fascinating to witness the artistry of visionaries like Alex Acosta. With his unwavering dedication to pushing boundaries of art direction, Acosta is a true master of his craft. His ability to craft compelling narratives and create immersive experiences is a testament to his talent and passion.
One can’t help but wonder what new and exciting changes will be brought to the table in the years to come and what major changes will be made in the modern art direction. However, as we eagerly await what the future holds, we can rest assured that artists like Alex Acosta will continue to push the boundaries of what’s possible and inspire the next generation of artists to do the same.
