The director behind videos for Drake, Rihanna and Kendrick spent a Channel 4+ workshop arguing that chasing an audience is how you lose the thing that made you worth watching.
Director X, born Julien Christian Lutz, is a renowned Canadian music video and film director celebrated for shaping the visual identity of modern music. A protégé of Hype Williams, he has directed iconic videos for Drake, Rihanna, Kendrick Lamar, and Kanye West, while also expanding into film and television with projects including Superfly and Robyn Hood. Beyond entertainment, Lutz co-founded Operation Prefrontal Cortex, using mindfulness practices to combat gun violence and promote social change. During a workshop hosted by Channel 4+ at District 5, he shared insights into creativity, originality, and artistic identity.
During the session, Director X encouraged creators to remain true to their own vision rather than trying to satisfy audiences or follow trends. He stressed that artists must be selfish with their work, explaining that creating based on what audiences want often sucks the soul out of it. In a world filled with photographers, directors, DJs, and creators competing for attention, he argued that chasing approval can make artists lose the individuality that defines their work. Instead, he encouraged creatives to trust their instincts and embrace ideas that may seem unconventional or difficult to pitch, emphasizing that strong art comes from a singular vision and from stepping outside of one’s comfort zone.
