Today marks release of the much-anticipated music video for "Ejo," the latest single by Rwandan music icon King James. Directed by the visionary team at Shax Media, this visual masterpiece offers viewers an intimate journey into the love story of Dely and Shax, set against the soulful melodies of King James.

Shax, the creative force behind Shax Media, walks us through the intricate process of bringing the "Ejo" music video to life:

Crafting the Storyline:

At the heart of the video lies the narrative of the couple's wedding. With the song's title, "Ejo," translating to "tomorrow," we sought to capture the essence of love beyond the wedding day, delving into the excitement and anticipation of what lies ahead. 70% of the video centered around the wedding with additional clips seamlessly woven in to depict life beyond the celebration. Incorporating real footage from the wedding, we aimed to immerse viewers in the couple's heartfelt love, while seamlessly integrating moments that reflect their growth as a family onward.

Collaborative Efforts with the Video Crew:

Collaboration was key in harnessing diverse styles and expertise to elevate the video's visual impact. Working alongside Director Cedric also known as Cedru, whose invaluable experience and previous successful collaborations with King James set the stage for a seamless production process, was instrumental in realizing our vision.

Mastering Video Coloring:

Our goal was to strike a balance between modern aesthetics and cinematic allure. One of the biggest challenges we faced was harmonizing the color grading across different camera sources to evoke specific emotions while maintaining visual cohesion. For instance, scenes set in the restaurant exude warmth and dark hues , evoking an intimate ambiance. On the other hand, the scenes featuring the couple's son resonate with vibrant orange hues, fostering a deeper connection with the audience.

Navigating Video Editing Challenges:

Editing proved to be a labor of love as we worked with our editing team headed by Top Saint to curate each frame to align with the video's narrative arc. The introduction had to hook viewers in and set the story with the child running either towards or from something or someone.  And adding the reverse feature gradually unveiling the storyline's depth.

1. The video opens with a captivating shot of the child running with a sense of purpose, hinting at a revelation to come later in the narrative.
2. To symbolize the cyclical nature of life after the wedding, we ingeniously incorporated a reverse effect, showcasing how endings can also signify new beginnings.
3. Beginning with the couple poised and ready, the video seamlessly weaves together scenes from the wedding, moments outside the ceremony, and intimate glimpses of the couple's son, crafting a multifaceted storytelling experience.
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Elevating Sound Engineering:

Credits go to Knox Beat on the song's production which laid the foundation for its soul-stirring melody. However, for the reverse motion sequence, we enlisted the expertise of 2x Latin Grammy winner Alaín Pérez to infuse a distinct auditory flair, paying homage to another song called "Kibagira" that is on the same album. If you listen closely to the reverse part, you will hear the deemed version of the song along with a clock-ticking sound. This adds an extra layer of depth to the viewing experience.

We can't wait to hear your thoughts on Ejo's music video.

In conclusion, at Shax Media, we are dedicated to the art of branding and storytelling, weaving narratives that resonate deeply with audiences and bring our clients' visions to life. Our collaboration with King James on the "Ejo" music video adds another gem to our portfolio of music video production and launch. We look forward to crafting more compelling stories and implementing strategic release plans that engage and convert.