ROX-TV catches up with the camera assassin Swigz Sinatra. We talk about his videos, the process, and a little music.
Welcome to the ROX-TV digital lab, we appreciate you taking the time to stop by and cut it up with the readers. Before we get going with the interview, I like to give the readers a chance to hear where you’re from and what area you represent?
I was born and raised in Detroit (Brightmoor) side. I moved to Inkster in 1988 and have lived there ever since.
We recently met for the first time during the filming of the “Warriors” video at Frog Island Park. The song and video are the latest moves that hip hop/rap artist Gozza has made in recent months. Before we talk about the filming of the video and the concepts behind it, could you tell the readers how you know Gozza and when did discussions start for having you shoot the brand-new video?
I remember Gozza from Artfull Dodgers and I’m sure we did shows together when I was in a rap group called Grim Reality. But I don’t think I really got to know him till I appeared on his radio show in Flint when I was in a group called Top Villianz. I’m pretty sure my boy Origix put me up on what he was doing, and I reached out to him, and he played my music and then had me on the show. Probably 10 years ago or so.
The “Warriors” video is an interesting concept, which included a lot of working parts. Can you talk a little bit about your experience on the “set” and maybe put into your own words how the day unfolded?
The Warriors video was pretty much orchestrated by Dj V1rus. He came up with all the locations in YPSI and put together all the martial art moves and him and Gozza gathered all the ppl for the shoot. I pretty much just followed his direction and filmed a variety of angles. This was my first video with martial arts in it and I must say it was organized very well and mapped out to a Tee. I met a lot of great people (like yourself) and seen some people I haven’t seen in years. It was a great vibe.
I first seen your video filming skills when I watched the Gozza video for “Totally Insane” which featured Project Born and DJ V1RUS. I was blown away by the scene locations and the filming angles. It was a great video to watch, and I encourage others to check it out. Since we have you here, what can you tell the ROX-TV readers about that experience? How did that working partnership get moving with Gozza and Project Born? Perhaps you had previous history with these artists as friends or peers in the industry?
“Totally Insane” was Gozzas ideas with locations in Flint. I shot a video for him before that called “Shit Happens” and PJB had made a cameo in that video as well. But “Totally Insane” was the first time I got to film them rappin and the first time I met Dj V1rus. Alot of those shots were also filmed by my video partner Low Simmons from Low 14 Films who is also my neighbor. But we were all happy with the outcome. I still feel that song and video is underrated for how good it is.
I enjoy talking to artists and industry film makers about their unique journeys with the craft. I was wondering how old you were when you really started to enjoy filming and what was the tipping point that sent you into the field? Was there a particular movie or music video that really got you excited about the craft?
When I discovered MTV around 7 years old I was hooked. I still watched cartoons n kids shows/ movies but, music videos were way more entertaining to me. Then when I was a teenager Yo! MTV Raps would come on and I was obsessed. Not only did I watch it every day after school but, I recorded damn near every episode on VHS tapes. I had a collection of tapes “rap videos volume 1 thru 20”. One hour a day wasn’t enough, I wanted to watch them over-n-over and show all my friends.
Then a local Detroit dance show would come on called “The New Dance Show” and they would have a halftime segment where they would play local Detroit rappers and I would tape those as well (Kaos N Mystro, Awesome Dre, DMW, AWOL, Smiley and so on). Back then I just wanted to be a rapper. Being a video guy just seemed unrealistic, if you weren’t in Hollywood or New York there’s no way you could get your hands on film equipment. But there was a video by the Lost Boyz called “Renee” that made me think if I ever could make videos, I’d want to tell stories like that one.
Once you made up your mind to start “creating” your own videos, what did those first attempts look like and if you could talk about the early days for the benefit of the readers? What were some early challenges you faced and perhaps early successes?
So, I had a handheld camera back in the myspace days and I would film mini documentaries and comedy skits and a friend of mine Ron Street (RIP) would edit the footage and I would sit with him and just watch and learn. I got a cheap editing program and started filming comedy skits for a little show I called “Swigzworld”. That’s how I started editing. Then I was going to a studio called Team Truly in Detroit and there was a guy named TNT. He was doing professional videos and he started showing me the tricks of the trade.
He ended up shooting Doughboyz Cash Out videos as they began to blow up, he makes movies and TV shows like McGraw Ave, 2Eleven, Buffed Up, plug Love, Five-O and many more. Anyway, local rappers from Inkster found out I was filming and editing and wanted me to shoot their videos. I did one with a flip camera called “I Love Inkster” and it got like 30,000 views quick and from there I’ve been nonstop. They weren’t the best quality, but you got to start somewhere.
From talking with you the day of the video shoot for Gozza’s “Warriors” video, you sounded pretty busy, perhaps with a few video projects on your plate. Now that more people are seeing what you can do with a camera, I assume your life has gotten a little busier with requests?
Yeah, I stayed pretty busy all year and now I’ve been playing catch up and building a new editing studio at my house as well. One thing about filming is you constantly have to upgrade everything. I need a new everything from cameras to computers to programs and so on. Sometimes I bite off more than I can chew. But no matter what, there’s always some young kid with better equipment and more skill and faster turnaround time then me so I constantly gotta upgrade. Cuz I’ve takin a hiatus before and when I got back into it, I was so far behind on everything, it was like starting from scratch all over again.
I understand that you are a member of the hip hop group “Bad Influentz” and “Pleazure N Pain”. Can you talk about those groups and explain to the first-time readers what the music and groups look like?
Yea the group Bad Influentz is me and my partner in rhyme Benny Barrz. We use a lot of 60s and 70s stoner rock samples. It’s mainly about having a good time, storytelling, and a lot of humor. It’s something different for both of us. We are working on our album “Awesome Sauce” and hope to have it out in 2022. So far, its produced by Downriver beat makers like Pig Pen, Tone Rizzo, and FoulMouth. Pleazure N Pain is me and the talented Chuck Jordan. He’s an amazing singer and rapper and together we do a lot of heartfelt and meaningful songs with storytelling and emotion. So far most of it is produced by a cat from Canada named Triple A Beats. I also am trying to dabble in some solo stuff which is more on the darker side of rap.
How long have you been in the rap game in Michigan? What was the “golden era” for you? Mine was being around the scene for the entire decade of the 1990’s. It seemed like so much was going on around the state, with a big amount of flash blowing out of Detroit and Flint, just to name a few cities. Can you tell the readers about how “things” were in the scene back in the day?
I’ve been publicly in the hip hop scene since the mid late 90s. Although around my area there really was no scene. There was Paradime, a group called Profit, and us Grim Reality. There weren’t local shows back then. So, we would rent halls and pack them out wall to wall every time. Then eventually when we were old enough, we would do local bars. Our first show was full capacity at a Knights of Columbus Hall and we made like $4000 off rip. We bought a new studio the very next day and our shows were packed with women and real fans for years to come. We made our own flyers and handed them out. It was very organic, and it worked. Way before social media. I still haven’t seen too many artists pull em in like we did. Probably sound egotistical but, it’s the truth.
I understand you are a serious collector of vinyl as any proper hip hop head should be. I got my records stashed away, with some that I hold very near and dear. What are maybe the top five records in your collection?
My Prince and my Kiss collection I hold dearly to my heart just because it’s what I listened to as a kid. But as in rarities I have Eminem Infinite original pressing before he made it big, Kid Rock Polyfuze Method before he became a country star which will always be his best album imo. Jay Z Reasonable Doubt which is still my favorite Hov album. Im very proud of all my old school Detroit rap records. My go to hip hop album will always be De La Soul 3 Feet High and Rizing. I love The Cure, reggae, and the list goes on and on…
What is one piece of advice for the young readers out there who might be thinking about getting into the video filming industry? What to do? What not to do?
I would say trust the process. A quote that always stuck with me from Quentin Tarantino is “the best camera you can film with is the one you have or can get access to”. Use what you have. If you’re always waiting for the perfect equipment to film with you will be waiting forever. You gotta start small and work your way up. Even Spielberg started with handheld cameras filming around his house. Be ready to spend weeks sometimes a month to edit a 4 min video (depending how much free time you have available).
It’s easy to bite off more than you can chew and get burnt out. Yea it’s nice making money shooting 3 videos a week but if you’re the one editing everything it’s easy to fall behind and your clients will be blowin up your phone, asking where their video is. Also don’t cheat yourself, know your value. Be different than other videographers, there’s thousands of video guys out there but, chances are they come to you for what YOU have to offer.
Constantly learn new things and upgrade everything. I used to be content with the same ol stuff and that’s when I started seeing all these shooters passing me up and leaving me in the dust. Then I had to play catch up and it felt like I was starting from scratch. Be selective with who you work with too. Sometimes all money ain’t good money. Be clear with clients how long it will take you and find out their deadlines and expectations ahead of time before you agree on anything. Now go hit the record button and enjoy what you do.
What does the rest of the year look like for you moving forward? More video shoots or working on pre-existing projects? Maybe just a nice break?
Well since this year’s ending, I’m just trying to finish editing Pony Boy Evans and B Gozza video. I wanna start doing vlogs in 2022 and get all new equipment for next year. I’m still working on my editing/movie room as we speak. I’m hoping that will be complete by Jan/Feb 2022. Plus, I wanna work on more music.
I appreciate your time tonight. For the readers and artists out there, where can people contact you for your services? What kind of projects do you specialize in?
The best way to contact me or keep up with what I’m doin is to go to my Instagram page swigz_sinatra. Or subscribe to my YouTube channel Swigz Sinatra.
Last but not least, before we run, can you tell the ROX-TV readers who you’re shouting out tonight?
There’s too many people out there to shout out and if I named 1000 people, I’d also forget a 1000 people. But shout out to all the people that worked with me, and believe in me, anyone that ever liked or shared my stuff. Big shout out to Michigan especially my hometown of Inkster and Detroit and to ROX-TV for the dope interview. Let’s work yall…
Well, that’s about all the time we have for this interview. I’d like to thank Swigz Sinatra for stopping by and hanging out for a spell. We appreciate the time and will be looking out for this cat’s work in the coming months and beyond. Swigz stays busy and has got a lot going on, so I’m sure the future will be a steady grind for this guy.
(Author’s note: For the record, this interview was really cool because of all the “shared” points of interest. Swigz talking about rushing home to watch Yo! MTV Raps was an identical experience for me. When I wasn’t watching channel 41 and that Rap City block. Another item I thought was dope was the Lost Boyz song “Renee” which was a fire track from way back. I agree with the Polyfuze Method sentiment as well, and would include E.M.S.P. in there somewhere when the Rock used to rap)
Signing Off,
Mike Shepard
ROX-TV Head Writer
kidvicious810 on IG
