2022 was a divisive year for South African hip-hop. Faith in the culture dwindled despite the subtle rise of talented ensemble acts. Nevertheless, experienced hip-hop acts like K.O. drop high-quality music when morale is at its lowest, and ‘SETE’ is no different.
Since going platinum in just 16 days, the ‘SETE’ music video garnered 30 million views on YouTube and counting. Blxckie and Young Stunna gave the single the steam it needed. However, director Ted Magerman’s vision solidified it as 2022’s cultural anthem. We spoke to the visionary and director extraordinaire about his life, connection to K.O., and hopes for South African film and music production.
Who is Ted Magerman, and how did he maneuver his way into directing stunning music videos for industry heavyweights like Black Coffee and Sjava?
I grew up always wanting to be more than what my hometown, Welkom, could offer. I dreamt of becoming an actor as a kid but always found myself writing. Music was the easiest thing to dabble into while exploring my writing ability back then. But my true love came to me when I realized my dream and got to direct some videos for RB Films as well as Ambitiouz Ent. Ted is a dreamer, a storyteller, and a lover of the arts but has a somewhat love-hate relationship with them.
Did you think that film production is taught or a talent you were born with?
I was definitely born for this. I had no formal learning besides starting as a runner on music videos, assisting with lighting, and assisting with the camera. When asked to get a 50 mil lens, I brought the whole case because I didn’t know anything back then. But I learned quickly because I knew they did not give this opportunity to just anyone.
You’re the 2021 SAMA Award-Winner for Music Video of the Year, and your seven additional award nominations are a testament to your brilliance and resilience. What inspires you to think and work the way you do?
I always aspire to be different and better than my last offering. My brain works in 3D, so I always attract inspiration from anything and everything. I love watching objects move around me, their sounds, and how they affect the room. They tell a story to me, from their inception to their last day. I see it all in just observing them, from birds to a lamp or fan in a room I’m in. I see it all unfold and use that gift to conceptualize the videos and films I create.
You directed the SETE music video, one of the most popular hip-hop singles of 2022. What was your creative process behind the visuals and their successful outcome?
I was going through it that year, so I needed a fresh break. When K.O. sent me the song, I immediately felt a shift in my emotion and knew that the world needed the same feeling. The video wasn’t complex, and that’s why it fitted so perfectly. The song had to be the hero, not a film by me. I guess people appreciated how well the video complimented the song. I appreciate the views and people inspired by the video just as much.
Your relationship with rapper K.O. dates back to 2019 when you directed the music video for his single ‘Supa Dupa.’ What have you changed in your style to keep your perspective relevant to today’s audience?
I always feel inspired by my everyday surroundings. I don’t try to be anything I’m not, which has always worked for me. K.O. is a genius creative to collaborate with. He and I are like a tag team when it comes to videos. He creates the song, I conceptualize the video, he helps out with ideas on set, and he trusts my Directing. We sit in edit together for 6 to 8 hours at a time, trying to make the videos perfect so we’re both happy.
He is the only artist I’ll give that privilege to because he is really about this. I trust him as much as he trusts me. Now when it comes to other artists’ videos, I put the same energy into these projects. I give off of myself and shed skin every time I create. It’s daunting because I give you a piece of me every time I make a film.
The South African film industry is one of the world’s oldest but not the most progressive. Do you trust your approach to filmmaking to create sustainable change?
I see what film is today and can appreciate it, but it needs a significant change. I know for a fact that I am the guy that will turn this whole thing on its head, all in the hopes of making it better for the future. The future filmmakers don’t deserve it. They deserve to maintain a unique and magnificent machine in our film industry. Nigeria has turned its economy around with films, and South Africans must do the same. We have the best stories in the world. We need to respect those stories enough to have the right people write and produce them. I’m a footstep away.
Many creatives believe that with hard work and determination, they are one opportunity away from global stardom. What opportunity would that be for you?
Global success would mean the opportunity to shed more light on South Africa. If that doesn’t come with it, it’s pointless. I love this film thing, and I want to see what it will look like here in twenty years. I want to be proud of what we create. Not just proud of the fact that I made it out and left everyone behind with no care for an industry I really am passionate about. I’m no saviour, but I will give it a shot. Global success is inevitable for me; I have manifested it. I only hope at the beginning of the journey; there is a chance to do something for South Africa, the same way I want to uplift Welkom.
What advice do you have for people who enjoy your work and want to start their journey in the film industry?
Take care in learning if you love filmmaking. It’s a good job, but it does not discriminate. It will spit you out if you are not truly meant for it. Anyone can be a filmmaker, and that’s the beauty of it. Just as easy as it is to become one, it’s easy to be disregarded. Learn from the earth you walk on. Films are our conversation with the world for the rest of its existence. You have to understand that 50 years from now, your film could be what identifies our entire human race. That is a responsibility you need to nurture and respect.
SETE will probably be examined in film school. They must know it was created by someone who needed to make that video to keep going in life. That is how impactful filmmaking must be to an individual for them to succeed truly.
Where does Ted Magerman see himself and his work going in the next few years?
Feature films. It’s written in the stars for me. I’m excited because I have written a few amazing screenplays and will be in production for some of them this year and next.
Watch Ted Magerman’s masterful work on the Official Music video for “SETE” by K.O. featuring Young Stunna and Blxckie.
