Sneha Mendes is a New York-based producer who has worked with some of the biggest names in multiple industries. Originally from India, Mendes always had a vision to come to New York, and along the way acquired a passion for producing. By combining these two passions, she has not only followed through on her dreams, but also created success along the way. Constantly working and pushing out new content from her own social media clips to massive music videos, Mendes is one of the industry’s bright young stars. We were fortunate to sit down with her today to discuss what it is like working with some of the biggest names in their respective industries.
She shares her behind the scenes tidbits from having worked on major music video sets with iconic, mainstream stars, like Ice Spice, Quavo, Giggs and Lil Uzi Vert. In fact, it is something she has become familiar with.
“I have been favored enough to work in great teams, where each member of production is as accomplished, and as talented as anyone stepping onto the set,” she said. “It’s comforting to be around such accomplished individuals; but it’s important to keep things professional.”
One of the music videos she has worked on is for “Gimme A Light” by Ice Spice, which has accumulated to over 8.2 million views on YouTube. The music video, directed by Ice Spice alongside Frederick and George Buford, was shot across New York City, and was released on May 10.
The music video was directed by Ice Spice alongside Frederick and George Buford and follows the musician as she twerks and smokes in a pink Range Rover with license plate that says “Y2K,” and is mixed in with nightclub party scenes.
“It was just a really alluring set,” said Mendes. “There were so many moving parts, so many people involved, such a large crew – all of it was truly crazy, in the best possible way.”
She exclaims: “It was an adrenaline rush.” The production crew was one of a kind – I think everyone was on their A-game, and everyone was really well briefed about what their responsibilities were. It was really professional but also really wild. I loved every moment of it. To be involved in the production of something so complex is truly satisfying.”
Her everyday job in production requires many skills–organizing, quick thinking on the spot and provisioning to the needs of each artist and production company. “I always say, if you’re in production, you just gotta do whatever needs to be done, irrespective of your role,” said Mendes. “Different sets have different needs, and different production companies have different expectations of you.”
Mendes, who has collaborated on dozens of sets during her high-profile career as a producer, says that responsibility is the key role in her job title. “I manage the entire production to ensure that it is running efficiently; I put out fires, make sure that the crew has everything they need, prioritize and solve ongoing issues on set quickly, raise purchase orders, manage a budget, and execute any other tasks that may be brought forward by the Line Producer, Producer or Executive Producer,” she said.
Her role in production can be too cumbersome to define, as it encompasses so much. “Sometimes, the most random issues on set require to be solved; it can be as simple as overseeing that we have enough hard drives on set, to sourcing whole new lighting gear once a shoot has already begun,” said Mendes. “The ability to think on your feet and know who you should talk to is a must.”
The most gratifying part of her job is finding simple solutions for complicated issues. “When figuring out my next move, I don’t just have to look at the solution but also keep in mind the schedule, the manpower, the budget, the time you’re spending thinking, the effectiveness of the answer you’re going to give, the disposition of the client, the needs of the crew and new issues that will ensue,” said Mendes. “The more I understand how my contribution is critical to the productions I am in, it feels good to contribute in such a meaningful way.”
Some of the high-profile music video sets she has been on include New York recording artist Lil’ Angel’s music video for “Are You Still Mine,” a music video that draws on classical art as inspiration. “What a set to be on!” said Mendes. “I truly felt like I was one among artists. It was a crew of nearly 50, and each and every person there had such a clear vision of what we needed to execute.”
As the production manager, Mendes had to make sure that each of those 50 crew members were supported so that the vision could be executed. “I also had to keep an eye out for anything that could go wrong, as there was very little room for error; we had to think of every future problem that hadn’t even happened yet, and also come up with any possible solutions,” she said. “Logistically, everything needed to be on the dot, and so production was really making us vitally cautious. But by the end of it, we established something great.”
She has amalgamated with and coming stars like Lil’ Angel, Sarah Defne Grey, and more. There are many various ways to tell if a musician is on the rise. “You start to sense it when you start loading people onto the project,” she said. “As you keep setting on your way up you start to feel a buzz in the air, because we start to see all the ideas we had in our brains come to fruition – and we start to notice the potential for something very fulfilling. It’s a really exciting moment to be on set.”
Once the music video is completed and the director and producer’s vision is conceptualized, the cast and crew can’t wait to relay it out there. “It’s a very defining moment when you know that something you’re creating is going to hit the ground running,” she said.
While lack of attention is shrinking when it comes to videos while music videos continue to thrive online, and still have an abundance of competitions globally, as well as categories at major film festivals and TV awards shows. According to a recent report from Oberlo, roughly 48 percent of internet users watch music videos as a type of video content, before they watch comedy, viral videos, live streams or educational videos.
According to Mendes, the future of the music video is optimistic. “I like to look at Bollywood and the music videos that accompany songs; and coming from India, I have never seen such opulence in video done better than what the Indian film industry does,” she said.
“If you watch videos like “Bole Chudiyan” or anything directed by Farah Khan, you can see so much fluent movement of the camera, and such high production value for every moment in the song,” said Mendes. “I see music videos becoming bigger and better.”
“I also see a renewed interest in treating a music video as a projective art,” she said. “There was a brief moment where music videos were just ‘point and shoot,’ but I now notice how productions are more invested in making something that will stand the test of time. I think that with all of us now understanding how our digital footprint is forever, we focus more and more on making something perpetually relevant, and I like that.”
Check out Sneha Mendes website and on Instagram @king.sneha.