By the Zonagirante.com team @spinning zone Archive photos Andrea Hernandez
In Zonagirante.com's ongoing effort to learn more about all professionals in the music industry, we were able to contact the Colombian artist. Andrea Hernández, designer of the content for the videos of shows by renowned stars such as Carlos Vives, Maluma, Wisin, Becky G and Daddy Yankee, among others. Her work has been seen on various stages around the world, and she is recognized in the continent's mainstream as one of the best in her field. We took advantage of a break in her tours to ask her about her work and her vision of the scene.
At what point did you know you wanted to dedicate yourselves to the creative visual world?
In my case, music, film, and the visual arts have always been a part of my life. Professionally, I initially focused on music. I discovered creativity itself in the visual arts, where I began working as a creative director on many projects. It was then that I realized there was another way for the music and art within you to connect with the visual world through creativity for live concerts.
Andrea, what does it mean to be a Creative Director?
When you work in creative direction focused on the visual aspect, you must have the sensitivity and ability to understand what the artist wants the audience to feel. The profile of a visual creative director is a hybrid. For example, when developing a show, I think about both the visuals (artwork) and the concept.
What exactly does your job entail?
My job is to visually represent the concept or idea of the show or tour to be developed in such a way that it connects with the audience.
What characteristics do you think a good Video Director should have?
Visual sensitivity. Having a very good eye and knowing how to conceptualize and communicate to connect with the viewer.
Where do you find inspiration?
Any small detail can serve as inspiration. It's essential to pay close attention to all the elements that surround us, since inspiration can arise from the most ordinary things. On a more personal level, for me there are two great and inexhaustible sources of inspiration: film and music. I can't immerse myself in a creative process without music. Furthermore, every project must have something new and different. Nowadays, we receive thousands of visual messages through a multitude of different channels. There have never been so many messages or channels as there are now. Therefore, for a new project, whether a show or a tour, to be innovative and effective, it must undoubtedly offer us something new. It should be something never seen before; otherwise, the audience thinks, "I already know this, move on to the next one," etc. In addition, the needs of the viewer must be met, and that can only be achieved by putting yourself in their shoes and having firsthand knowledge of audiovisual concepts. The great challenge is being able to connect with the audience.
Any advice for future directors?
Believe firmly in your potential. This is a profession that champions creativity. Anyone who identifies as creative and passionate has a place in the world of management. If creating is what makes you feel best, dedicate yourself fully without hesitation, and opportunities will come.
What projects have you had lately? What's coming up next?
I've been part of Becky G's creative team since 2020 with her tour Mala Santa. Everything has suffered because of the pandemic, but we continue working; a tour in Europe and the United States is coming up. I've recently been working on the creative direction for Tainy, one of the greatest producers and songwriters of reggaeton. We're going to a lot of festivals, his show is special, it's different. Besides, I closed out the year doing the 3 soldouts by Jhay Cortés at the Puerto Rico Coliseum, a work that took several months but has been one of the greatest ever seen there….
