War, an era of uncertainty, or the formula for the salvation of the Ukrainian show business? Interview with Leonid Kolosovskyi, the chief music video director of the country.
The years 2022-2023 have been crucial for Ukrainian music. Artists in the country, forced to resist the Russian invasion, have been supporting their fellow citizens with songs in the Ukrainian language and patriotic content. Is it time to release songs that are not dedicated to war? For instance, artists like Max Barskyh and others are already releasing music videos that were filmed before the war. But are we ready for this shift?
Are you talking about the music video, Max Barsky’s “Rich”? Well, indeed, it’s a huge, just a superb-scale project for Ukraine, for the Ukrainian showbiz, which was created before the war. In my case, I also have two major projects that were created before the war, but they never materialized because, as they say, a new concept emerged for us – “out of date.” Indeed, because priorities, agendas, and feelings have changed radically. There are primary needs, and there are other needs, so, of course, we talk a lot about the war. Because it hurts, it remains the main leitmotif, our main problem, and the main emotion that we express in our creativity. And artists convey this emotion primarily. Because that’s their job. But life consists not only of this. Life is made up of daily feelings. And if you saw, there are such cool videos about the guys at the front, who, you know, still find the strength to be not only soldiers. Like, they joke with each other, play pranks, feed animals, and write verses. Because a person is still a person. Yes, we have urgent needs, and we have the illness of our state, but there are other questions, there are other emotions, there is another life, there are different feelings. And it’s worth talking about them.
On the first New Year after the start of the war, there was a New Year’s concert in the subway, if you remember. There were several songs not about the war that became hits because people need to talk about love, feelings, and remains, not only about the Motherland. This is just very urgent. So, I don’t think that the time has come just now, and the reason has come only now. It has been there all this time. This need has been there all this time. And we talked about it. We sang about love, about parting, about dreams. The only thing is, again, we saw how secondary all the “full times” became, which gave us “full songs.” About women, grandmothers, drugs, hedonism. Yes, it has moved not to the second, but even to the third plan.
Everything is understood in comparison. And compared to what is truly important, all of this is not very important. And Ukrainian society is not ready to embrace such hedonistic ideas today. So yes, we sing not only about war, and honestly, as Dorofeeva sang — ‘I’m tired of sad songs.’ Not only her, but everyone is tired. Everyone wants not just holidays, but to live.
One of the signs of a strong brand is its recognition. Over the past year, Ukraine has solved this issue — everyone knows us. What do you think Ukrainian show business has gained from this?
Thanks to the Ukrainian issue, it seems the whole world took Ukraine off its shelves, brushing off the dust. “Oh, listen, where was Ukraine lying? Everything there must be cool”.
We are experts in our field. For a long time, many international and American artists have filmed their works in Ukraine. It’s a place where you can get world-class quality. Although we were in the early stages of development, we were perceived as players in the market. And when the war started, everyone suddenly remembered Ukraine—not just about Shevchenko and the Klitschko but also about everything we were known for and useful for. Ukraine and Ukrainians became a brand.
Now, being from Ukraine in our field, people are willing to help without viewing you as a representative of the third world. We are first-class professionals. My observation is confirmed when interacting with European and American production companies or agents; they treat my work as highly professional. This is Ukraine, and even if someone previously considered it a third-world country, now, seeing how it fights and changes the world through its creativity, attitudes are changing. The Ukrainian issue has captured everyone’s attention, including creative personalities, and has changed the perception of Ukraine.
Are collaborations between Ukrainian artists and world stars, such as Kalush Orchestra and The Rasmus, for whom you created a music video, a temporary phenomenon in the wake of the Ukrainian issue, or does such cooperation have a future?
Well, as practice shows, fashion, so to speak, involves constant changes. So, a lot has happened in the information space of Ukraine, and I see that now Europeans, Americans, and the world in general are getting a bit tired of Ukraine, the Ukrainian issue, and so on. This issue is somewhat political, and again, I’ll remind you that I’m not an expert in this, but I have my perspective.
I think the interest in Ukraine and everything Ukrainian will decrease. It often happens that something becomes relevant but cannot remain so for five years. In the modern world where everything changes rapidly, content requires constant updating. Unfortunately, we have witnessed many tragic events, and even after the war ends, we will continue to struggle with its consequences for a long time. It’s akin to the aftermath of World War II when generations expressed tragic pain and suffering. Such significant tragedies leave a lasting impact and inspire work toward the future. Therefore, Ukraine as a leitmotif in the world will remain relevant, but it won’t last forever.
However, if nothing new happens, i.e., an unfavorable turn of events doesn’t occur, perhaps fatigue from the Ukrainian issue will be felt. However, I am very afraid that a new crisis moment may arise, as we see turmoil in the East, problems in the Israeli-Palestinian issue, and more. All of this can lead to new tragedies. I hope this will not happen, and the world will find the strength and wisdom to avoid a repetition of past events. Unfortunately, as history shows, humanity often does not learn from its mistakes, and events unfold in a spiral.
This is a political issue unrelated to my profession, but as a citizen, I have my position. Unfortunately, Ukraine has become the epicenter of conflicts and tragedies. We’ve already learned many important lessons and have our brand as a nation that knows how to fight and overcome life’s difficulties. But I would like us to be defined not only by tragic events. I remember my speech at the Cannes Festival where I called for support rather than pity. We don’t need pity, but support—yes. In this way, I want the world to see me not just as a Ukrainian director with a poignant story but as a professional who has something interesting to show the world. So, my wish for Ukraine is to develop in this direction, creating not only striking stories but also showcasing our talents and achievements to the world.
Here’s what I want for Ukraine, and it seems like everything is moving in that direction. Look at our designers like Ruslan Baginskiy, our music video directors like Tania Muinho, our directors, our cinematographers – there are so many talented people. There’s no doubt about their creativity. Wearing Ukrainian designs, filming with Ukrainians, singing with Ukrainians – it has become fashionable. Yes, it’s a trend. And here we have Ruslan Baginskiy; he was popular even before the war. Beyoncé wouldn’t wear his hats if they weren’t interesting, if they weren’t fashionable.
Let’s discuss a more professional topic. What three pieces of advice can you give to a music video maker from Ukraine who is entering the international market and wants to work with international stars and foreign labels? What three skills should they have?
Three skills? I’m not the one who made a breakthrough. But what I see is part of an experience that is not limited to just mine. I have insights from young directors and from more experienced ones who have already reached the international level.
First skill. Like in any field or profession, you need to make yourself easily discoverable. Of course, as you mentioned, the Ukrainian issue helps a bit with that, but now it’s less significant.
So, it’s about promoting yourself. At least, I know for sure that all around the world, as in Ukraine, in any industry, people are looking for new talents. That’s why there are huge recruiting agencies that find personnel for specific campaigns. Talented specialists in video production are always sought after; they are always needed. Therefore, there are thousands of agencies worldwide representing the interests of cameramen, directors, art directors, production designers, stylists, and professionals in creative fields.
So, you need to approach them, you need to show them what you can do. And, of course, just like in Ukraine, young professionals are often willing to work for the idea, for food, just to showcase their skills and level. It works the same way here. You can agree to work somewhere without payment initially, just to show yourself. Of course, it’s easy to get lost, but you have to do it – learn to demonstrate and showcase yourself.
The second skill is still playing by the rules of the market. If today is the time of transitions, you have to play by the transitional rules. Transition – with these crazy transitions in videos. We fly into the eye, and then we fly out of the ear, here’s 3D, here’s collage, here’s painted, here’s some eclecticism. And that’s the trend. If it’s a trend, to enter the market, you have to play by the trend rules. But always offer something of your own.
Why have a second Michael Jackson if there’s already the first, right? By the way, I watched a movie yesterday. I see that a lot of money has been invested in the film. The graphics, every CG frame, computer graphics. I understand that colossal money has been spent. But the movie is not interesting because it’s made according to clichés. It feels like it was written by GPT, just took 10 different popular movies and combined them into one. Boring. Boring for the audience. So, the second skill – play by the rules to enter the market. But offer something new to be unique.
The third skill is to develop your style. Without uniqueness, you will always be replaced by others. There’s a vivid example among directors – Wes Anderson. Everyone knows him. If you see a Wes Anderson film, you’ll never mistake it for someone else’s. Even if someone else tries to do it, you’d say, “This looks like Wes Anderson.” He created his visual language that can be popular. Again, what’s a better professional? A narrowly specialized one. If you make collage videos and develop only in that, you’ll create super cool videos and super cool collages, and in 5 years, you’ll become a super cool collage artist, and you’ll have a job. To find yourself, you have to try a lot of things. Like I did; I had very different jobs because I’m looking for what I like the most.
Does Leonid Kolosovskyi already have his own style?
Yes, I think there is. Again, it was dictated by the artists and the creativity that I worked with. When I start working with other forms, with other music, even just music in another language, I think I’ll bring something new to the table as well.
How many years did it take you to find your style? I’m wondering when a young, talented student of 20 comes in, but he has a trick, is there a chance that he can make a music video for Madonna, or does he still need experience? To become that director, that top-rated, cool one who will be invited to work with world-class stars?
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Due to the development of social networks, the audience is getting younger, and specialists are also getting younger. Today, 20-year-old guys and girls start shooting from the age of 15. I just started at almost 30, so I have 12 years of experience, which is a lot. And they start at 16 because everyone now has a video camera, or a phone in their hands. We didn’t have that; you remember, about 10 years ago, phones didn’t produce such high-quality photos and videos. And they quickly pick up on trends. I know guys and girls who, within three years, become stars in their field. But again, you need to find your unique feature.
Everything changes, firstly, a person changes, their priorities change, they alter their tastes, and the world changes. Today one thing is trendy, tomorrow it’s something else. Therefore, being able to adapt somehow, even while having your unique feature, is worthwhile. But don’t forget that everyone has their own time, their peak. Trying to cover everything and always be at the forefront is senseless. Because new names emerge, new artists come out, very cool ones, and they capture a new audience. However, that artist will also gather their audience because they have their fans. If we talk about directors, for example, Spielberg, he was, is, and will be.
Did you start preparing yourself for the movie?
I’m sure I’m ready, the only thing is that cinema is different. Even in terms of management, and organization, how difficult it is. But let’s not talk about movies, it’s another two hours.
As a producer looking for a director for my client’s music video, I want to understand what makes Ukrainian directors stand out and what makes them special and attractive to work with. Can you highlight the top three unique elements that you think should be attractive to the client and increase interest in working with Ukrainian talent? And I’m not just talking about music video production, I’m talking about Ukrainians in general and how they work.
They work, and that’s the first thing. Today, perceptions of us are changing – we can work not only in service and tourism. We know how to work due to our upbringing or understanding of the profession. Sometimes, it’s a disadvantage because we don’t know when to stop and rest. It’s our mentality, and it is valued worldwide.
It’s essential to note that one should not forget about oneself since such persistence is not always appreciated. People may not trust those who work without days off because they understand that everyone needs to rest. If you don’t do it, something might be wrong with you. In America, an Odessa immigrant who has been there for 30 years said that Americans don’t always like our people who come and act like a tank. Such persistence can be perceived negatively. It’s crucial to find a balance between persistence in work and personal needs.
So, first, Ukrainians know how to work. Without exaggeration, this is a universally recognized trait. What others can do in two weeks and for a million dollars, Ukrainians can do in a week and for half the cost without compromising quality. However, it’s essential to consider that this ambition can also have its drawbacks, but we’ll discuss them a bit later. We are always tuned into efficiency and seek ways to improve. If the task needs to be done at the full price and in two weeks, we can do it in the best way possible. This is the first “superpower” of Ukrainians that makes them stand out globally in content creation.
Secondly, Ukrainians have their own quite exotic taste for Europe or America. As descendants of the Soviet environment, we have our unique “vibe”. This Eastern European “vibe” may be perceived as a bit unusual. It might seem unpretentious but well-executed and tasty. Our authenticity and folkloric features allow us to bring a unique style to what we do.
Another aspect is the cultural experience, which may seem exotic to other parts of the world but still incorporates global technologies and professional skills. Coming from a different culture, we bring a new perspective and knowledge to the creative process, making our work unique. We can contribute something new, a special viewpoint, and operate at a high level.
Now, regarding challenges, the first issue arises from our first “superpower” – the desire always to work efficiently and quickly. If we manage to maintain this efficiency while doing the work at full cost and within the standard time frame, we will become even more remarkable. However, to achieve a global level, we need global experience. Addressing this challenge, it’s essential to note that, for now, we may not be global stars, but we have the growth potential.
Since we’ve already talked about the experience, the desire to become a world star, etc., what do you think prevents our singers, football players, or athletes from becoming world stars? Why hasn’t any of them reached the world level yet? Where are we lagging?
Indeed, it seems that we may lack not only the finances for significant promotion but also the global experience that would provide us with the foundation to reach a global level. In the cultural sphere, we aspire to be part of the world, Europe, and America, meaning global culture. However, our history of detachment from the world, both politically and economically, has created a sense of separation, leaving its mark on our creativity.
We have lacked integration and collaboration with other countries, as well as the absence of global hits that would be recognized by the masses. The absence of global experience and international collaborations that help artists and creative professionals rise to a global level plays a role here.
Another issue is the financial expenditure on this path. Other countries may have more resources and infrastructure to create international success. The cultural background also comes into play, which must be considered when creating content that needs to break through on the global market.
Moreover, the question arises: where do we draw our cultural experience from, and how do we integrate it into our creativity? We have significant potential, especially considering our unique cultural heritage.
Ultimately, to reach a global level, we need more experience, integration, and investments. While we have gained some global experience that has made us stronger, it’s just the first step on the path to global fame.
