Crack Magazine announce Three Minutes, an incubator scheme for aspiring music video directors

We’re proud to present Three Minutes – an essential new incubator scheme for young directors. Applications are open to unsigned directors aged 26 and under.

Panellists will select five successful directors who will each go on to create a fully-funded music video through the scheme. The project is an initiative from Crack Magazine and its production company Ground Work with support from Burberry, the BFI NETWORK and audio brand Shure. The project has also received funding from the England European Regional Development Fund as part of the European Structural and Investment Funds Growth Programme 2014-2020.

To apply, aspiring directors will need to create a short pitch document for an example track selected by Crack Magazine alongside a personal statement and portfolio of 2-3 previous artistic works. The statement will be an opportunity for applicants to convey their creative aspirations, but also to detail barriers they’ve experienced in developing their directing careers whether financial, geographical, due to lack of opportunity or because of prejudice. In the selection and judging process all of these factors will be taken into account to ensure that successful applicants both possess significant artistic potential and will benefit markedly from the scheme.

We’re excited to have a panel made up of some of the most influential figures in visual culture. Robbie Ryan is the Oscar-nominated cinematographer behind works such as The Favourite, Marriage Story and American Honey. Kaylum Dennis is the go-to video director for UK rap and grime’s elite, with Visuals by Kaylum responsible for era-defining videos like Dave and Burna Boy’s Location, SL’s Tropical as well as a clutch of credits as Stormzy’s right-hand videographer including the rapid turnaround Still Disappointed video. Oksi Odedina, Senior Marketing Manager at Warner Records, will bring a label perspective to the scheme alongside Theresea Adebiyi, the Creative Director of Partisan Records, home of IDLES, Laura Marling and Fontaines D.C..

© FKA twigs Cellophane (Young Turks, Object & Animal)

Akinola Davies Jr. is known for his work exploring black British history and his Nigerian heritage, and videos for the likes of Blood Orange. And Oscar Hudson, another groundbreaking director from London, has picked up Best Director Awards at the UKVMAs and directed mind-bending visuals for Radiohead and Young Thug. While Fleur Fortuné is one of the most sought-after directors in fashion and music, directing work for Drake, Travis Scott and Skrillex. They’re joined by South London rapper and underground favourite Flohio who burst onto the scene with a string of distinctive visuals.

Flohio joins Guardian film critic Simran Hans, the BFI NETWORK’s Talent Programme Manager Caragh Davison and Morgan Clement, founder of the Object & Animal production company which, on top of working with brands like Louis Vuitton, Burberry and Adidas, has made music videos including FKA twigsCellophane and Rosalia’s De Aquí No Sales. London cinematographer Olan Collardy, responsible for eye catching videos for the likes of Octavian and Jorja Smith, will also join the panel as will director Abteen Bagheri whose music video credits include A$AP Rocky and Blood Orange. The panel is completed by photographer and Crack Magazine’s Art Director Michelle Helena Janssen and her creative partner and founder of the ABAGA VELLI cult brand, Ade Udoma.

Applications for the 2020/21 scheme are now open. The deadline is 23:59 (GMT) on Wednesday 16 September. Find out more about the scheme and apply at