We chat to South African filmmaker Nkululeko 'Armsdeal' Lebambo about his conceptual music videos and how he navigates the film industry.
Nkululeko Lebambo doesn't shoot music videos, he makes movies. There's no less cliché way to put it.
His latest work is for the rapper Priddy Ugly's song "Ho$h Ho$h." The short film is a grimy street tale in which the rapper and his acolytes take their enemy hostage and torture him while reciting raps—a trap musical of some sort. It's not just the characters portrayed that make the film gripping, but the way everything falls together to form a compelling narrative.
The director, who goes by the moniker Armsdeal and runs the production company CideFX Films, is behind most of Priddy Ugly's visuals—from "Love-Hate" to "Cocaine Ghost," "Come to my Kasim," "02Hero," and of course "Ho$h Ho$h," among a few others.