Meet the finalists: Reinette du Toit


Please sum up your music video concept with a single line, and a picture.

This is an Afro-futuristic concept about the journey of the creature of darkness, searching for his redemption between two universes.

Can you tell us where the inspiration for your idea came from?

Bonj Mpanza, who features on this specific track, has a very resonating way of telling stories through song. In this specific song, an eerie yet alluring tone and storyline runs throughout the lyrics, which actually tell the story of a creature who is born in a magical realm and walks on the sun. I was talking to Card on Spokes about the origin of this ethereal being and if we had to meet him, what would he look like. He then showed me his album artwork for his EP – an original illustration by Matthew Griffin. It shows a silhouetted man walking through flames. This sparked the question even further: but what does this “being” look like? I later found a photo taken by Herb Ritts in the 1980’s entitled “Octopus Hollywood” which, along with some African folklore and Afro-futuristic elements, served as a large source of inspiration to spark ideas for the final concept. We’re excited for you to meet him, he’s kind of my little Frankenstein project!

What drew you towards Card On Spokes as a collaborator?

The mantra “creating something from nothing” is a common trait I share with COS. He definitely promotes creative freedom with his music. I love the fact that he draws references and influence from different genres of sounds and eras. He creates his own thing. I strive to be as unique and passionate about my art as he is with his. He definitely speaks to me as an artist and as a friend. Bonj has the strongest, most emotive voice I have ever heard. Working with two talented artists like these can only be an honour. I enjoy the way they work conceptually and approach creativity with fearless wonder. The lyrics have already guided me towards visuals. It’s a great position to be in.

Jameson’s family motto is ’Sine Metu’ and it means ‘Without Fear’. How would you define “fearless authenticity” as an artist?

I feel the main thing filmmakers and artists need to remember when making concepts, is to be true to their voice and the message they want to resonate from their work. No idea is ever “stupid”, “too over the top”, “too weird’ or “not on trend”. If that little voice inside of you is nagging you, listen to it. It’s the whack ideas that end up being the innovative and celebrated ones, so I encourage everyone to be as off-their-rocker as possible when brainstorming concepts. Everyone is an artist, but the fearless ones are the ones who are not afraid to promote creative freedom and to stick to their guns and actually make a product out of it.

What are your top 3 music videos of all time?

El Guincho- Bombay

Christian Tiger School- Chorisolo

Lorn – Acid Rain

A platform for fearless creativity and cultural investigation.
  • Alex Kosterman

    Amazing! So amped to see this!