Shanghai-based director Roni Shao makes the move from Nowness International and joins COMPULSORY for UK Representation.

Shao often explores Chinese youth culture through his work using the camera to bring a unique perspective on subjects entrenched in the music, street art, fashion and sports scenes. Shao has also used this approach to craft high-energy commercials for brands such as Puma, Converse, Budweiser and Bose. 

His latest project Frontiers 边疆 for Nowness International depicts creative expressions from the new generation of emerging artists in China, as part of Nowness’ #chinawave series. 

The film captures performances from underground music maven Yehaiyahan, photographer and model Huang Jiaqi, Jia Wei from Beijing hip hop crew Purple Soul, Shibari practitioner Hua Who, audiovisual innovators Alex Wang & ChillChill, drag performer Yi Hao, post-punk band Absolute Purity and dancer Yanhao. “Chinese youth have all become creators on social media,” Shao said about directing the artists/performers. “ I started to wonder about the nature of self-expression today, particularly in the field of underground subcultures,”

Chinese youth have all become creators on social media

Kadri Mahmoud said about Shao joining the COMPULSORY roster “Roni represents the exciting side of globalisation for the film industry, taking his Eastern roots and applying them across unique opportunities. This is something we are really excited about and have been championing for years; recognising new and untapped talent across the world - and building an infrastructure around them. Thankfully we now work in an environment where brands and clients want to work with international, multi-cultural directors and we are happy to be apart of that development.”