{"id":28299,"date":"2014-05-14T11:15:46","date_gmt":"2014-05-14T11:15:46","guid":{"rendered":"http:\/\/www.oncubamagazine.com\/?p=28299"},"modified":"2014-05-16T11:22:23","modified_gmt":"2014-05-16T11:22:23","slug":"who-is-behind-qva-libres-image","status":"publish","type":"post","link":"https:\/\/oncubanews.com\/en\/styles-trends\/technologies-of-communication-and-media\/who-is-behind-qva-libres-image\/","title":{"rendered":"Who is behind Qva Libre\u2019s image?"},"content":{"rendered":"

Within the broad range of Cuban video clip, Cuban Jose Rojas stands out as one of the youngest producers that are already distinguished by its own aesthetics. OnCuba talked to this young producer,who recently graduated from the Cuban Higher Institute for the Arts (ISA, by its acronym in Spanish) andis already recognized bymany behind Qva Libre\u00b4s image.<\/span><\/p>\n

How was your initiation in audiovisuals, specifically in video clips?<\/p>\n

I began as editor and post producer. I developed my first works by sitting in front of a computer, they got to me already made and I enriched them by means of graphic design. Then, at school I began to do some works for the class, Amateur Festivals, but always within the university context, until I made some others that spread a bit more as for instance my work for the Caribbean Games for the Higher Design Institute (ISDI by its acronym in Spanish), which didn\u2019t stay within the university and many people saw it. At that moment it was extraordinary because it was shot with an IPhone and no one could believe that, our work was quite newand I did it with a couple of friends from school. The Cuban reggaeton group Los Desiguales saw it and they came to me for producing a video for them with that characteristics and that was my first video clip: \u201cOtra dimension\u201d. They really liked my work and from that emerged some sort of contract that not only included shooting, but handling the whole image of the group.<\/p>\n

But you got some recognition with Qva Libre\u2026<\/p>\n

Qva Libre saw the videos for Los Desiguales in the television, on the streets, in night clubs and they got in touch with me and we started to make a joint video between Qva Libre and Los Desiguales. I was involved since the beginning, since they started working on the song and then, they decided to change their image in the video but maintaining some of the lines they had already established. And from there on I can say that my artistic career with Qva Libre began.<\/p>\n

In your opinion, which works have outlined your career and have placed Qva Libre in their current position within Cuban video clips?<\/p>\n

First, \u201cLa Tremendonga\u201d, because it is a complete work and is a video I\u2019m deeply identified with. That\u2019s my video, though there are others, but I treasure unique memories and experiences from it. I had to start from scratch for \u201cLa Tremendonga\u201d, creating a logo and graphic design for the group which included dressing, scenography, makeup, etc. The only thing they kept was the hats and we had to transfer their craziness to a fantasy world following the visual norms that identifies them, such as plain colors, typographies, cuts, images, a set of elements to make it look like a cartoon with real characters.<\/p>\n

There is also \u201cFiesta Crazy\u201d, which has different visual elements. \u201cLa Tremendonga\u201d was shot in a doll house, \u201cFiesta Crazy\u201d in a cardboard beach maintaining the same codes of a fantastic world but in the beach with real characters. Qva Libre\u2019s videos are about characters looking for a certain object, which in this case was to take a swim in the beach, enjoy themselves. This was actually the idea for \u201cMueve tu cucu\u201d but we made some readjustments.This was more complete than \u201cLa Tremendonga\u201d because it was better conceived in many regards. By that time I already had some experience and we were able to strengthen photography and visual effects.<\/p>\n

\u201cCuando t\u00fa dices que me amas\u201d was completely different; it was like moving from 2D to 3D. Carlos Diaz asked me to shoot outdoors and take that fantasy world to the streets and then I recreated three stories because the three singers: Carlitos, Lenier and El Ruso, entered in different moments of the song, so it gained in terms of visual effects and continued with the characters of the imaginary world, but more real. The video was filmed in the Botanic Garden, La Maison and El Salado beach, with a fantastic touch.<\/p>\n

They say I changed their life in terms of their image, I marked a before and after for them. For instance, from \u201cAndo Caliente\u201d, their last video before me, to \u201cLa Tremendonga\u201d there is a noticeable difference; even from \u201cLa tremendonga\u201d to \u201cCuando t\u00fa dices que me amas\u201d, the image is more mature. I do everything for them, including flyers for the presentations, spots, souvenirs, calendars, stickers, posters, and even the decoration of the stages where they perform. I handle everything about their image; I don\u2019t even miss a thing.<\/p>\n

The humor expressed in your videos in carefully elaborated codes contributes with shaping the seal that defines them.<\/p>\n

Yes, humor runs in my blood. I like to give a humoristic touch in every video, I have made serious videos but they end up as something else. However, with Qva Librethis is like a party because we blend, and that\u2019s a basic element for maintaining humor. Thatis present in the videos for Los Desiguales but in a different way, while in Qva Libre\u00b4s overacting is intentional; as well as exaggerating a phrase, a look, a gesture. In \u201cCuando t\u00fa dices que me amas\u201d humor is conceived in a way that makes you laugh if you feel like laughing, otherwise you don\u2019t. Yet, in \u201cLa tremendonga\u201d and \u201cFiesta Crazy\u201d you have to laugh.<\/p>\n

Certainly, Jose Rojas and Qva Libre are a binomial. Are you thinking on going beyond video clips in terms of audiovisuals?<\/p>\n

For a while now we have been thinking about doing some sort of short film for people to see everything that happens behind the cameras. It would not be a documentary, but a short film showing the process of making a video clip, the rehearsal of a concert, an evening at the Caf\u00e9. It would be about Qva Libre\u2019s way of living life\u2026<\/p>\n

By: Lupe Gonz\u00e1lez Esturo<\/p>\n","protected":false},"excerpt":{"rendered":"

Within the broad range of Cuban video clip, Cuban Jose Rojas stands out as one of the youngest producers that are already distinguished by its own aesthetics. OnCuba talked to this young producer,who recently graduated from the Cuban Higher Institute for the Arts (ISA, by its acronym in Spanish) andis already recognized bymany behind Qva […]<\/p>\n","protected":false},"author":2990,"featured_media":28160,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[13930],"tags":[],"ppma_author":[33702],"class_list":["post-28299","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technologies-of-communication-and-media"],"acf":[],"yoast_head":"\nWho is behind Qva Libre\u2019s image? | OnCubaNews English<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/oncubanews.com\/en\/styles-trends\/technologies-of-communication-and-media\/who-is-behind-qva-libres-image\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Who is behind Qva Libre\u2019s image? | OnCubaNews English\" \/>\n<meta property=\"og:description\" content=\"Within the broad range of Cuban video clip, Cuban Jose Rojas stands out as one of the youngest producers that are already distinguished by its own aesthetics. 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