Interview With Music Video Producer, Dapo Fagbenle

When I was originally assigned this interview project, I intended on seeking out a current sports agent. But then I realized that one of my best friends is on the rise in the entertainment industry, and on his way to doing big things.

Quick background, Dapo and myself went to high school for a year together, and 2 years in college together. He is currently back in his hometown, London, England, working with his brother at Luti Media as a music video producer.

Andrew: How did you get your start in the music industry?

Dapo: Well, my brother started a company called Luti Media about 5 years ago, and they produce videos, mostly music videos. While I was here in America, he let me do some freelance producing for the company. I realized that this was something I could get into, so I came home in March and officially joined the company.

A: What's the average day of a music video producer like?

D: There is no structure, or daily routine. You are either doing administrative work, you're on set, or you're doing post production stuff. Administrative stuff is like dealing with invoices, tracking accounts, writing the treatments, meeting with clients, artist or labels, and everything pre-production. It's hard work because you are responsible for everything. On set, you're just making sure everything is running smoothly, dealing with equipment things, and making sure that the clients and directors have everything they need. Post-production is when you're meeting with the client and editors to make sure the client is happy and everything matches the treatment. 

A: So what are your favorite and least favorite parts of the job?

D: The best part is that I can go to work in jeans and a t-shirt. I also like working with my family, but that can be one of the worst parts, too. I like traveling, meeting people, celebrities, the perks, and the networking opportunities can lead to bigger things. The worst part is that there is never a set finishing time. So many days I have to work 5 am- 5 am. You basically have to do whatever you need to, in order to get the job done.

A: This is for a negotiation class so I have to ask what types of negotiations do you get involved in and with whom?

 D: There are three types of negotiation. Two deal with monetary issues and one doesn't. The first type of negotiation is between us and the record label or management company. We sometimes try to get them to raise the budget by saying "Look, your video can be better if you spend X amount of dollars more." But thats less of a negotiation, and more of a suggestion, because you don't really want to offend people by telling them how to spend their money.


Secondly, we negotiate with suppliers. Every shoot we need lights, cameras, dollies, tracks, catering, location and all types of equipment. All of these things can be negotiated. We do a lot of business with the same companies, so we have a pretty low rate because we've negotiated down. They are willing to work with us because we continue to bring them steady business.


The last type of negotiation happens between us and the client about the finished product. During editing, we try to work with the client to find middle ground on the final presentation. Sometimes, they want to make changes and we try to work with them or help them understand, like "Look, we understand, but this is the best the video can be because of...." for whatever reason. 

A: How do you and your company find ways to use leverage in order to get extra benefits during these negotiations?

D: Well, we really use leverage when we are casting our videos. Its not really difficult to find a cast because we can use our showreel or the big names we have worked with like the directors. We have worked with Director X, Benny Boom, Rage. These people have shot videos for DMX, 50 Cent, Akon, Diddy, and a bunch of top artist. When you use that credibility, everybody wants to be in the video.

Also, like I said earlier, our suppliers know that we are consistently bringing them business and they rely on us. So if we say "this week we need a lower price because of such and such" then they are inclined to do it in order to maintain that business.

A: How do work with the people you negotiate with in order to create mutual benefit?

D: Just don't F anybody over, really. We all understand that we are in it to make a profit. We understand the truths about the bottom line. Say we're tight on the budget we just let them know "look this week we're tight, we got you next time". Once you build a relationship on honesty then its easier to work together.

A: What do you see yourself doing in the entertainment industry in the future?

D: In the short term, just keep doing what im doing and learning. In the medium future, I am planning on running a subsidiary of this company. Eventually, I want to produce things outside of music videos like websites, and TV shows, because there's a lot of money in TV.

A: Anything you want to  finish with or plug?

D: Stay in school kids, and don't do drugs. Check us out on our website Lutimedia.com and hit me up on twitter, @ItsDapsYo.