For Rwandan video director Olaf Datus, the journey into visual storytelling was born from two lifelong passions: music and film.

Born Didier Shimwamana, Olaf Datus has been shooting music videos since 2014 driven by the love he had for music at a young age.

"I always loved music and films, encouraged by my elder brother, Producer X,” he says. "Music videos felt like the perfect way to combine those passions.”

His journey began back in high school, when he and his teammate formed a music group. But, as they started producing music, dissatisfaction with the quality of existing visuals sparked a new idea.

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It was at that point he decided to take matters into his own hands, directing and editing their videos himself, hoping to introduce a fresh, innovative touch into their visual storytelling.

"I just used whatever equipment I could get my hands on,” he recalls. "Seeing the impact those videos had, even with limited resources, really inspired me to keep going.”

A major turning point came with a video he directed for culture music artiste Ruti Joel titled Cyane.

The concept was ambitious and at the same time came with challenges, as they had to shoot in both urban and rural locations within a single day regardless of a small budget and tight schedule.

However, the final product was something he was "incredibly proud of.”

"It got a lot of attention online and on TV. That project really helped me level up,” he said.

Behind every video, Olaf Datus says, is a methodical creative process that "always starts with the music.”

"I listen to the track over and over, letting the visuals come to me,” he explains. "Then I'll brainstorm ideas, create mood boards with my team (Odd Masters), and work closely with the artist to develop a concept that aligns with their vision.”

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The director said the next step involves organizing the shoot, coordinating with the crew, and turning the concept into reality, with the editing stage being where everything finally comes together.

Among the many artists he’s worked with, one stands out. "I really enjoyed working with Ruti, he’s so open to experimentation and trusts my vision, and is willing to take risks,” he said, stressing that it allows him to create something really unique.

He also hailed rapper Bushali for having those kinds of vibes, referring to him as a "wizard” by the way he gives creative freedom which is so rare among Rwandan artistes.

For him, the story is always the priority, and visuals should serve to support rather than overshadow the narrative. He mentioned that he looks for creative ways to use imagery to express emotions, themes, and ideas, noting that while it’s a delicate balance, the result can be powerful when done right.

Reflecting on the local industry, Olaf Dotus notes the momentum has been building in Rwanda’s music video scene in the last few years.

"The quality has improved so much, and there's a real sense of creativity and innovation,” he says. "More artistes are investing in high-quality videos, and there's a growing pool of talented directors, cinematographers, and editors.”

"I am so proud of where we are now but we still have a long way to go,” he added.

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Challenges

Olaf Datus pointed out that limited resources are one of the biggest setbacks, with low budgets and restricted access to quality equipment. He also mentioned "challenges with infrastructure and logistics, especially for location shoots,” but said they always manage by staying "resourceful and creative.”

He believes that Rwanda is beginning to make waves beyond its borders.

"We’re starting to get noticed in the African music video scene,” he says.

"Countries like Nigeria and South Africa have more established industries, but Rwanda is catching up fast,” he added, noting that it is exciting to see a dramatic increase in cross-border collaborations.

When asked what it will take to sustain that growth, Olaf Datus said that, "We need more investment in the industry, both from the government and private sector.”

He said that training and mentorship opportunities for young filmmakers would make a significant difference.

He also stressed the importance of strengthening ties with other African countries and the global music industry, adding that collaboration among Rwandan visual artists is just as crucial for showcasing their talents on a bigger platform.