Today we’d like to introduce you to Nikki Rodriguez.
Nikki, please share your story with us. How did you get to where you are today?
After dropping out of my BFA studio my sophomore year at Ohio University and giving up on studying acting, it would have been easy for me to feel completely lost. Luckily, as I got further away from the stage, I started acting more on camera, eventually realizing I wanted to be a part of this process any way I could, even behind the scenes. After changing my major to video production, I quickly realized that music videos were my calling, and started turning every class project into one whether I was asked to or not. I spent a semester in LA interning at HSI Productions, and ended up getting hired by them (now called Superprime) two years later when I moved back out. As an office manager with a steady 9-5, I had time to find my footing in California to figure out just how to become the music video director I desperately wanted to be.
My first official music video was for fellow Ohio native Tre Wright’s chill EDM track “Too High”. We shot it in my producer’s apartment and illegally on the streets of Sherman Oaks for virtually nothing, but our team dynamic was working. Next, I was approached by Saticöy–an LA-based alt-pop band who also hails from Ohio–to direct a video for their single “Last Call”, followed by “Glow” featuring Spencer Hendricks. After working with Hendricks on Glow, he sent me his first single “Losing Touch”, whose video was just released earlier this month.
I learned quickly that this business is all about the artists you know and finding the right ones to collaborate with, so I started hunting. On Instagram, on Spotify, at indie shows, at parties, I’m always keeping my eye out for artists I want to work with. I’ve gotten comfortable chatting with openers and plugging my music video team. It’s lead to some coffee dates and genuine connections, and I know if I keep putting myself out there and telling people who need to hear it that I think their work is great, I’ll continue to cross paths with inspiring people.
After three years at Superprime I’m looking for my next adventure, hopefully at a record label so I can continue to immerse myself in the music scene. For a long time, I thought my end goal was to become a signed director, but I’ve realized I don’t need to wait for permission to start directing, I’m going to continue doing it on my own. Now I’m more interested in getting to know the minds behind artist campaigns and the development that comes before the music video pitches.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
I’ll start off by saying that I’ve been extremely fortunate in my life. Just to have found a job out here right away and be able to support myself is a huge privilege. My biggest struggle has been an internal one.
In school, I had always considered myself to be a positive, go-lucky person. During my senior year, I started showing depressive symptoms, but the campus therapist chalked it up to being overwhelmed about my upcoming move. Once I was alone in LA, I chalked it up to feeling lonely, directionless, and commuting for 2 ½ hours a day. Once my boyfriend moved to LA and I moved closer to work, I had to start accepting other possible reasons I wasn’t feeling better.
I had a very dark year, which is really sad considering all the wonderful things I got to do, but I couldn’t shake this feeling in the back of my throat that I was about to break down at any moment. I’d cry while trying to put on my makeup in the mornings. I couldn’t eat and I lost a significant amount of weight. Every small mistake I made resulted in my inner voice berating me endlessly and attributing it to my overall worth as a human. I started working with an online therapist who recommended antidepressants, and suddenly the world shifted into focus. Suddenly my inner voice sounded like my own again, not like the Anxiety Goblin that had been controlling my brain. I could still hear him talking, but I could hear my own voice again saying, ‘No, this actually isn’t the end of the world.’ It gave me the opportunity to find balance again.
I’m a year into taking Lexapro now and I’m still trying to change my inner monologue. I still have to stop myself every few days and say “wow, I’m being an asshole to myself”, but I’m able to take more space for gentleness. Things aren’t so volatile anymore, and now I can really buckle down and focus on my career. I think all artists have a tendency to sabotage themselves sometimes before they even give themselves permission to create. I’ve always said horrible things to myself so no one else could say them first. I’m trying to challenge that now. I’m treating myself like my own best friend and giving myself the same encouragement I’d give someone I love.
We’d love to hear more about your work and what you are currently focused on. What else should we know?
We produce music videos and we want to make yours next! From narrative to dance to aesthetic to performance, we do it all. We’ll help you bring your concept to life, or create a concept and treatment for you from the ground up that fits within your budget. The thing that sets us apart from other production companies and directors is that these are passion projects. I’m not looking to direct a music video for the biggest band in the world. I’m looking to direct for the band that’s going to get there someday. I spend so much spare time exploring music in my orbit and I never hesitate to tell an artist that I love their music, especially if they don’t have huge a following yet. At the end of the day, I want to create a music video that fulfills an artist’s intentions and makes them feel accurately represented on screen.
I also do freelance work! I have experience writing, proofing, and restructuring copy for commercial treatments, scripts, interviews, and bios. I also pull and lay out images on InDesign, Pages, and Keynote. Learning about the treatment process in-depth at Superprime has helped me bring a level of professionalism to my music video treatments. So hire me!
Any shoutouts? Who else deserves credit in this story – who has played a meaningful role?
I owe it all to the artists every time they trust me to provide the visuals for their track. Saticöy is the easiest group of guys to work with, and it’s never anything but good vibes. They give me a ton of artistic freedom and have the backing to support larger ideas that I’m so excited to explore with them. @saticoy_
My Producer and AD Dakota Gerard is the one who first pushed me into directing and has always instilled confidence in me and our projects, as well as making sure everything is paid for and happens on time. He’s my concert wingman and isn’t afraid of staying late after shows with me to ensure we get facetime with the artists. @dakotagerard
My DP Justin Ogden is a walking production house and has on more than one occasion bought a new piece of gear out-of-pocket just so we can play with it for a video and he can keep it or rent it out later. He’s also fiercely passionate about what he does and has seemingly endless energy when it comes to it. He also has the muscle to hold steadycams all day so I don’t have to. @ogdenjustin
My Editor Taylor Patterson is a whiz at giving me the moments I need, while also using his eye to highlight new ones I didn’t know I needed. He’s always organized and quick to respond with new cuts and endlessly patient with me while I figure out which frame is exactly where the beat should drop. He also DITs and puts together rough cuts on set for us in real time so we can make sure everything is flowing smoothly. @tppatterson
My Production Designer Jarahme Pollock not only styles me and our apartment, but he also styles our music videos. With a heavy background in vintage and antiques, he has an eye for aesthetics and little pieces that speak volumes. He now does merchandising for TopMan and is well on his way to becoming a stylist in his own right. @jarahme
Contact Info:
- Website: www.nikkidirects.com
- Phone: 4193561396
- Email: [email protected]
- Instagram: @nikkidirects
Image Credit:
Losing Touch BTS Photos: Annelyse DeMuch; Last Call BTS Photos: Taylor Rorhig; Glow BTS Photo: Justin Ogden
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