An incubator scheme for young music video directors by Crack Magazine

A new initiative for unsigned directors aged 26 and under with a focus on supporting talent from underrepresented groups and disadvantaged backgrounds.

Apply for the 2020/21 scheme for a chance to create a fully-funded music video.


Three Minutes is a creative initiative set up by Crack Magazine and its production company Ground Work.

We believe that music videos are creative springboards. For new artists, they provide a platform to expand vision and tell stories in a language beyond music. For new directors, they help shape perspective and develop tone.

Through the scheme, five unsigned directors aged 26 and under will create new music videos with the sufficient platform and support to bring their ideas to life. Applications are judged by a panel of artists and industry experts.

We are committed to supporting talent from underrepresented and disadvantaged groups, these factors form part of our judging criteria.

Three Minutes is made possible by the support of the EU Regional Development Fund as well as Burberry, Shure and the BFI NETWORK.


Directors who get a place on the Three Minutes incubator will go on to create a music video with a minimum budget of £12,000. They will be paired with like-minded artists and develop an idea for the video they will make together.

Directors will be paid the London Living Wage for all work they complete towards creation of the video, from pitching to final delivery. We expect the production process for each video to take between 6-8 weeks of full time work.

We will provide additional financial support for the directors to ensure they can access this opportunity. This could include a paid-for desk space in a production office with computer access, travel expenses for meetings, recces and the shoot, software licenses and subscriptions.

We will also organise networking and screening opportunities for successful directors and their work.

Applications for the 2020/21 scheme are now open. The deadline is 23:59 (GMT) on Wednesday 16 September.

Apply Now

Email any questions or queries to

Good luck!


Theresa Adebiyi (Partisan Records) Abteen Bagheri (Director) Morgan Clement (Founder, Object & Animal) Olan Collardy (Cinematographer) Akinola Davies (Director) Caragh Davison (BFI NETWORK) Kaylum Dennis (Director) Flohio (Artist) Fleur Fortuné (Director) Simran Hans (Journalist, Guardian) Michelle Helena Janssen (Crack Magazine) Oscar Hudson (Director) Oksi Odedina (Warner Records) Robbie Ryan (Cinematographer) Ade Udoma (ABAGA VELLI)


For more information on Three Minutes, contact

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