Ras Kassa
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| Ras Kassa | |
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| Born | Gerald Maxwell Hynes November 1, 1974 Kingston, Jamaica |
| Years active | 2000 - present |
Ras Kassa (born on November 1, 1974 in Kingston, Jamaica). Ras Kassa a.k.a The Guru is Jamaican filmmaker who has garnered most of his success from his directorial of mainstream tv and music videos. A Rastafari, Ras Kassa formed his own company, The Guru Films in 2007. He is also an editor, writer, producer, cinematographer, musician and painter
His 2005 Directorial of Damian Marley's track "Welcome to Jamrock" proved to be an international success for both Marley and Ras Kassa garnering major airplay on mainstream stations across the globe and a number of music video nominations and awards. The video which Ras Kassa edited and coloured himself, sparked a storm of controversy and discussion. The Jamaica Tourist Board saws it as subversive and a negative image of the island - working directly against the beautiful beach and sun "No Problem, man" image which their light hearted 'One Love' campaigns promoted.[citation needed] The video is currently studied in universities across North America and the Caribbean.[citation needed] The video contributed to Jr Gong achieving platinum album sales. Since then Ras Kassa has directed many more 'Jr Gong' videos - "All Night"; "Move" "Gang War Medley" and "Traffic Jam" (Stephen Marley featuring Damian Marley), Gang War Medley, The Mission.
The director has received much critical acclaim both within Jamaica and on the international stage. Ras Kassa has attracted the attention of many maintream international artistes. For a Jamaican based director this is a a first and still pioneering role. Ras Kassa has been responsible for creating music videos for international artistes such as Stephen Marley (Traffic Jam), Willie Nelson (Harder they Come, Worried Man), Gentleman (Superior, Intoxication, Why Cry - Afu Ra ft Gentleman, Caan Hold Us Down, Different Places), Beenie Man (Dude Remix), and Sean Paul (Never Gonna be The Same, Hot Gal Today), Michael Franti ("All I Want Is You", "Say Hey" and "Little Bit of Riddim"). Ras Kassa can be noted for achieving two very presigious world premieres - both first for a Jamaican director. His Beenie Man "Dude -Remix" music video premiered on MTV's popular mainstream request TV programme Total Request Live (TRL) and along with Damian Marley;'s "Welcome To Jamrock" placed on the TRL charts for a number of weeks. Willie Nelson's "Worried Man" premiered on CNN. Both were landmark events for the Rastafarian director who adopted his name from the Ethiopian general Ras Kassa (cousin to Haile Selassie I).
An installation of his work was shown at the National Gallery of Jamaica - "The Seen & The Unseen" (now displayed at Jamaica National Galley)
Ras Kassa received no formal training in filmmaking but today is responsible with 100 music videos to his name. Kassa began as a musician and evolved to a production assistant on film sets as well as the assistant to fashion photographer, William Richards. Ras Kassa has been a pioneering force in the Jamaican television industry. His co-founding of the Jamaican cable station, Music +, along with his work as Creative Director and driector for both Jamaican and International networks (inc. BET J.) have raised the bar. Music + led the way for Kassa to enter the psyche of the Jamaican people. He not only created television programmes he also hosted many of them thus making him a household face and name.
In 2007 Ras Kassa formed The Guru Films - a production company based in Kingston, Jamaica.
