Wayne South distancing himself from controversy

Stephanie Lyew

STAR Writer

As the local music industry appears to be shifting from a product-based business to who can sell the biggest controversy to promote their brand, there are some entertainers who will do anything to be in the spotlight says Wayne South.

Last year the music video director had to contend with recording artiste Vegas who had accused him of theft.

"That situation with Vegas, it mash me up; I had a lot of corporate work in the pipeline but after the allegations it put me in a spot. It was literally eight months before I could get back stable," South told THE STAR.

He says he has had his fair share of controversy, as a similar incident occurred with TOK in 2011 but was resolved.

"I've just been trying to survive, it is a rough thing still ... at the end of the day this industry is filled with a lot of sad stories and controversy which me try my best to stay away from ... that's the only way to be careful as controversy can put people out of business," he said.

South has collaborated with some of Jamaica's influential entertainers of reggae and dancehall, receiving one of his biggest breaks when he directed videos for Vybz Kartel's singles like Clarks and My Scheme.

"People think by shooting or directing videos you get rich from it quick. Remember you can't hustle productions. If an artiste comes and says he has $50,000 budget wise, that does not cover a production team and no one can pay for creativity - you find yourself running a one-man show; I was never looking to get rich of no man," he said.

He added: "I don't put myself on the same level as a Jay Will, who is one of the top directors, but I do my thing and once your name is out there, people of this industry take advantage of that. Some people gain fame from stepping in other people's throats."

Because of these growing pains, South has had to adjust and focus his efforts on rebranding, using old productions as part of his marketing.

With the help of loyal clients and by maintaining connections with various industry professionals he shared that he has been able to get back on the work horse.

His latest project Chuck Fenda's Feel Dem Go Round We, is a depiction of that.

"The concept of getting on a horse means racing past all that's holding you back and keep moving and I think we are probably the first to utilise the Caymanas Race Track and its staff for a video. I am working with people like Fenda and collaborating with a few creatives to channel my career in a positive direction," he said.