Arty entity...

The music video medium has evolved slowly into something more than a marketing tool. Initially music videos were just another way to promote albums, but video makers quickly realized there was art to be made. There aren't many options available when it came to chalking out the best directors list; even now the scene is being ruled by Jami, Saquib Malik and Asim Reza bagging all the biggies. But the arrival of numerous wanna–be bands also meant an advent of a few more video makers on to the centre stage. Some are fine (Alf), some repetitive (Sohail Javed and Jawwad Bashir), some are unconventional (Babar Sheikh and Nasir Tehrani) and some are downright flops (far too many to mention).

In an effort to keep my spirits up, I'm always on the look out for signs that set each music video apart from the other. Naturally, I spend a lot of time searching, but that doesn't seem to be the case with most new directors working on the same tried and tested formulas. Umar Anwar is different. A software engineer by profession and a film-maker by night, Umar is only two videos old which come as quite a surprise. His ability to create mood and an overall experience went hand–in–hand with the originality that I saw in his debutant video 'Aadat' by Jal. After watching his follow-up effort in the video of 'Waqt' by Entity Paradigm I must admit that Umar's video should send a few 'old farts' back to the proverbial woodshed.

You directed Jal's 'Aadat' video. Soon after the video was aired the band split up. How did you react?

Umar Anwar: Fame doesn't suit everyone and therefore not everyone has the strength to deal with it. And this is exactly what happened to Jal – both of them got negatively affected by the hype. They thought that just because one song became a smash hit they've made it but sadly it's not as easy as they think.

How did the 'Waqt' video happen?

UA: Entity Paradigm's manager Khurram J. Khan contacted me suggested that I do one of EP's video. I bought the album and heard it at home then we kept talking for a few months. They decided on getting the video of 'Waqt' directed by me. Ahmed Ali Butt came to Karachi and we had a meeting together in which I told Ahmed about how things would work and told EP very bluntly that if I do the video then its going to be my way or else get it done by someone else.They wrote a concept which would have been very difficult to execute. And plus, what is in there for me if someone else is conceiving the visuals. So I gave them a concept and they approved of it and that is how things progressed.

Many dub the video of 'Waqt' as 'Aadat Part 2'. Are they right?

UA: 'Aadat' was my debut and since it was my baby it will always be special to me. Visually it was a very strong video as I was trying to express a few feelings in it, which touch and trigger the emotions of those who are watching the video. I don't think that I can ever make the video of 'Aadat' ever again. 'Waqt' was my second video so wherever I was lacking in 'Aadat' I tried to overcome and improve in 'Waqt'. Technically speaking, it is one of the best videos to have ever come out of Pakistan.It can not be called 'Aadat Part 2' because if I see any of Jami's video without the end credits I can tell it apart. I am very lucky that at least my signature style got defined in a span of only two videos and without even seeing the name viewers said that, "Umar has done the video."As far as the concept is concerned - what's the use of being a director if I can't show the viewers what I want them to see? If I can't show them my feelings or my thoughts then I have failed.

What is your take on videos like 'Khamaj' which are supposed to be a 5 minute ad to sell the album and not a 5 minute long movie?

UA: It's all about the production. If I have this much money or the band then even we would love to invest it in a good video. 'Khamaj' is a mega–production and it's a brilliant video. But it's incomparable with the kind of work we are doing because obviously if your production cost is higher then the video would have to be good. If the budget is good you can have more props, you can make a set, you can hire better actor's etcetera.As far as how these big budget videos help they give the band an image. For instance if you are going to another country for a record deal and you have an option of either giving them the video of 'Khamaj" or 'Sagar' – which one would you chose? And it's this image that helps a band in the long run.

Videos like 'Anarkali' are heavily sponsored. Would you do a sponsored video? And do you think you'd be able to execute it the way Shoaib Mansoor or Asad–ul–Haq do?

UA: Not the way Tulsi videos have been sponsored! I think it depends... if you wish to make money than go for a sponsored video. Shoaib Mansoor and Asad are gurus and these five or six directors ruling the industry are doing a great job. But the deal is that no agency would ever want to give a chance to a new director. They won't risk their money but they should. It’s not rocket science and even I can make a good video if they give me a budget of eight million. But it's all about the credibility and therefore directors who do get sponsored videos are those who have established themselves really well.

In a recent interview Jami labeled you as the next best thing and rated your work very highly.

UA: He said that? (smiles). His videos are very inspiring for everyone. And if there are two people in Pakistan who have done something extraordinary in music videos – it's Ahsan (Rahim) and Jami. On one hand there is Ahsan's style that no one can match and on the other hand there is Jami's class that is incomparable.I really admire the way Jami thinks. Like for instance most people did not get the concept of 'Chaey Chaey' but I love that video because the way he has made a short film and complimented the song – it's brilliant. His videos are different because he has very well defined characters.

Both your videos have a tension between something childlike and innocent, and an expression of darker fears that are somehow very grown–up and evolved. Was this intentional?

UA: This is where I get to talk about my inspirations. I still remember that in 1985 a movie called Nightmare on Elm Street came out. There was a little girl in it who recited a poem while rope skipping. That girl was very cute but at the same time she had a very diabolical nature. All little girls have this characteristic – one of their sides is very innocent and the other side is extremely dark. In 'Aadat' the girl signifies the human conscience and how it haunts us. Whereas there are certain times when we hope and wish for things that exist in a parallel universe.The little girl in the video of 'Waqt' plays a character of someone who lives in that universe and for whom time doesn't exist. Ahmed Ali Butt is also playing the same character for which there is no concept of time.

What difficulties did you face in the industry and what did you learn in the process?

UA: I have done only two videos and I still need to achieve a lot since I am on the learning curve. The plus point with me was that I never compromised on anything. All the people that I have seen working, all the things I have heard and all the books I have read – they have all taught me one thing that production is the most important aspect of film making.I look at all the established directors and see their working style and then I try to adapt all the good things – my homework for both the videos was very strong. The level of my difficulties came down by a fifty percent for this very reason. I still face a lot of difficulties being the new guy but I try and not make an issue out of it.

After the video of 'Waqt' was released there was tension like that around the 'Gana No.1' video of Noori by Babar Sheikh. The audience complained about not being able to understand the concept of the video.

UA: A video is a like a band's baby. One does not disrespect his or her baby and no matter what you always talk well of something that is so directly related with you. Everything was decided from the start and each and everything has been done according to the storyboard. If a band feels that it's this simple to make and edit the video then how many of these bands will re–edit a song if the director feels that the song could have been better? A director's job is to direct the visuals and a musician's job is to make a song. They must not mix together.

The audience the bands have started taking very seriously happens to be little kids browsing the forums...

UA: Do these young minds know how much effort and hard work of more than a dozen people results in something you watch on the screen? There isn't a magic wand that a director sweeps to make a video. There is tons of work prior and after the shoot but the pity is that these kids can only afford to comment. I hope they choose this line of work and make us all proud and at the same time teach us a few things. I remember a quote: "Its knowledge to know that tomato is a fruit but one needs wisdom to not put it in a fruit cocktail!" and sadly wisdom is not on sale on eBay. It's available in the non virtual world where one has to get in the ring and prove things and not just talk.

Did the entire band react to the visuals negatively because a few members did get a large share of shots in the video?

UA: The band decided to get a non–EP entity to direct their video and I can say with confidence that I didn't disappoint. A video is a medium that helps a band become commercial and the video did exactly that. Prior to 'Waqt' the band didn't have the image that they can boast of now.

As far as the disapproval is concerned – that comes as a surprise to me because in black and white they did approve. I would seriously suggest that the band should sit down together and sort things out. And a word of advice: there is a world outside Lahore and please grow up to see the practical aspects of situations. As I said before – it's hard to deal with fame.

How tough is it for a new director to make space available for himself?

UA: For me the situation is like diving into the Pacific without knowing how to swim. Like all other professions you must know the tricks of the trade. Numerous people discouraged me in the beginning. No one digested that a new guy in town did a video which critics rated as one of the best. We desperately need institutions and encouragement. It all revolves around the money but creativity and art can't go hand in hand with that. When money comes first then greed enters and greed is malice and it can never give birth to something positive.

By: Insiya Syed

First Published: Instep, News on – Sunday 21 November 2004, The News International, Jang Group of Newspapers, Karachi, Pakistan.