NOWNESS Embraces Video As It Curates Creative Living

Being invited into the private home of major museum directors or interviewing Sean Lennon and his new bride Newlyweds Show style, make the stories on NOWNESS both unique and often arrestingly beautiful. The people who run NOWNESS carefully curated daily features including original videos, stories, and galleries of images sharing inspirational work. Made by filmmakers around the world, original videos on NOWNESS offer a peek into amazing spaces, insights from creative innovators, and unique finds by their contributors.

Tubefilter asked Kamel Ouadi, Executive Vice President Digital to share some of the process for developing video content for NOWNESS.

Tubefilter: Why is original video content so important to NOWNESS?

Ouadi: Everything has to be original so NOWNESS is recognized as the authoritative source for luxury lifestyle and culture online. The stories on NOWNESS are all web premieres, which is what makes it real experience every day to visit. Video is as important as photography to the site, but the fact that everything should be original is key.

Tubefilter: How do you decide on topics for each video project?

Ouadi: Categories covered by NOWNESS, including Fashion, Photography, Gastronomy, Film, Music and Travel. The topics and approaches taken are then refined with the editorial teams and the directors of the individual films.

Tubefilter: What is the development process for creating NOWNESS videos?

Ouadi: They are all different. Some take many months some are faster, some take many teams of people, some are more auteur led. In fact, no two are ever the same.

Tubefilter: How do you coordinate the production values? Can each director decide which type of camera to shoot with?

Ouadi: The director is chosen for their aesthetic – of course we discuss the approach in detail with them and they are all of such a high level of experience that they know exactly what the right equipment to use to create the effect we want is.

Tubefilter: Tell us about the editing process. How much are you involved in post- production?

Ouadi: We are involved all along the way. In some cases where the films have been very long such as “Preparing for Take-off” about Rodarte by Todd Cole and “Skin Deep: Horiyoshi III

” the directors made a cut for NOWNESS and then created a longer director’s cut for themselves.

Tubefilter: What are some of the style and content goals for the videos you produce?

Ouadi: There should be nothing on NOWNESS that is not beautiful or inspirational. The style and content goals are to show stories that make people smile and give us hope about the future of our industry.

Tubefilter: How often do you post videos that are not your original content? What are the criteria for including a new music video or other video content on the site?

Ouadi: The criteria for showing work that is not commissioned but acquired for the site is that it fits our overall curatorial vision and that it fits the goals and objectives of the site. It needs to be a web exclusive and be exciting and interesting to us as a story.

Tubefilter: What are some of the topics you would like to cover in the future?

Ouadi: Interiors, Chocolate, China, Biology, the weather… the list keeps growing.

Tubefilter: Who are some of the artists you would like to work with?

Ouadi: That’s a secret, but there is one who could perhaps cover all of those topics in one day and that would be Ai Wei Wei…

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