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.

Meet The Directors

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.

Meet The Directors

Edem Wornoo Rudá Santos Aliyah Qayum Avesta Keshtmand Naomi Grant


Crack Magazine will now pair these directors with artists and begin production on the music videos. Stay tuned for more on our directors and their work over the coming months. We’d also like to thank everyone who applied and wish all applicants the very best of luck for the future.


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)


Emma-Jean Thackray: Say Something
Director: Avesta Keshtmand
Wretch 32: little BIG Man
Director: Edem Wornoo


For more information on Three Minutes, contact

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