Revolution \ˌre-və-ˈlü-shən\ from the Latin revolutio, “a turn around”. a: sudden, radical, or complete change b: a fundamental change in the way of thinking about or visualizing something (Director Jessy Terrero’s revolution).
Keep it real. Revolutions are not about seizing power; it’s about the passion of remarkable driven people and the extraordinary light that transfers from the invincible to the invisible.
“You gotta admire the best and aim for the best to develop that taste,” says Terrero.
Jessy Terrero’s revolution begins with some of the hottest names in the music industry today such as Lionel Ritchie, Chris Brown, 50 Cent, Enrique Iglesias, Sean Paul, Jill Scott, Ludacris, Mary J. Blige, Daddy Yankee, Wisin y Yandel, Aventura and many others who are transforming mainstream entertainment’s global audience one music video at a time.
Don’t skimp on visuals. The worst thing you can do is settle for mediocre stuff.
Terrero’s first taste of the film business began with an associate producer internship on Darnell Martin’s 1994 comedy, “I Like It Like That”. He would later earn acting credits with television appearances in award-winning drama series “Law & Order”(1998) and “The Sopranos” (1999). He directed a short film, “The Clinic,” which premiered at the Sundance Film Festival (2003), New York International Film Festival and the Los Angeles Short Film Festival. In 2004, he made his feature film directorial debut with “Soul Plane” starring Snoop Dogg.
“I believe in myself,” says a confident Terrero.
Terrero grew up in a Spanish speaking household with both parents born in the Dominican Republic and settling in Jamaica Queens, New York. “In the beginning, my [directing] style came from the streets of New York, in a sense, a multicultural neighborhood,” says Terrero, “Sometimes everything’s a reflection on the way we live [our] life.”
In an industry where everyone is good, he knows that people just don’t make it with talent alone. By surrounding himself with the best, Terrero shares, “Artists with real success and real talent happen by hard work.” He works hard to write concepts, treatments, and deliver pitches with a keen reflection of his life’s experiences, “I put a lot of heart in my video… it’s definitely a reflection.”
While Terrero holds a brilliant resume and exudes a modernist urban directorial style, what’s stellar is his commitment to the Latin music industry that defines the Terrero revolution. Historically, directors are on the forefront of every modern visual entertainment revolution occurring when the needs of people are invisible.
“I wanted to make a difference and jump to the Latin music market [where] it is underserved,” admits Terrero. By taking early initiatives to include a wave of top-selling Latin artists to his director’s portfolio, he abandons the traditional Latino visual storytelling of matching literal action with lyrics to pioneer a Latin urban music video revolution.
“Don’t skimp on visuals. The worst thing you can do is settle for mediocre stuff,” advises Terrero.
His ability to visually market Reggaeton, once an invisible Latin urban genre, is revolutionary. First, we have the drawback of experiencing the shock of his sizzling creativity; then, the burden of the constant threat of mainstream competition; and finally, the aftermath of the waves of Latino urban artists pushing the boundaries and crossing over to mainstream global audiences with tremendous energy.
Award-winning “Abusadora” (Best Urban Song at the 10th Annual Latin Grammy Awards) by Reggaeton duo, Wisin y Yandel, earns Terrero his second MTV Video Music Award (VMA) nomination. It is the third song recorded in Spanish to ever be nominated for a mainstream MTV VMA, highlighting this remarkable feat of urban Latin artists. His first MTV VMA nomination was for directing Jill Scott’s “Gettin’ in the Way”.
As Latinos emerge as the fastest growing minority group in the U.S., the result of Terrero’s revolution is the inclusion of urban Latin music videos in the televised music mainstream market among superstars like Beyoncé and Lady Gaga, which better serves today’s changing demographic.
Terrero’s devotion to change the Latin music industry and visually market it should extend to every urban artist. Behind every superstar is a director. Just as it is impossible for the mainstream to be invincible, it’s impossible to fake a revolution.
Terrero is currently in New Orleans, Louisiana preparing for his next directorial project, “The Freelancers”, starring Robert De Niro and 50 Cent.
Article Written By: Marina Latu