Lou Jasmine

Photographer & Filmmaker, Kode Media

We will likely be raiding Lou Jasmine’s archives in years to come to rediscover the beating heart and style of London subculture. After cutting her teeth in factual documentary, Lou successfully transitioned to a career in filmmaking and photography. She is on track to imprint her poetic dreamscapes on the creative industry with an expansive portfolio of portraiture, documentary and music video.

How did you arrive at a career in photography and filmmaking?

I was taking pictures from a young age. My biggest influence was music books and magazines. I was always looking at who was hanging out with who, like Hendrix in some London hotel in that old school, candid off-the-cuff style. I’m hugely into music, and I’ve always been fascinated by that style. I enjoyed working in TV up to a point. I was often brought in as a skilled producer who had to step up and cover directors. Unfortunately, the credits for that work didn’t follow. I got to the point where I was like, I’m good at directing, I deserve better.

So you made a change?

Yes. I realised you could give up your entire life for very little reward and continue to experience casual racism and sexism. It was quite a spur-of-the-moment decision. I bought myself a Sony A7, and I started shooting gigs and press shots for friends in the music industry. People started to notice. Around that time, I struck up a relationship with the Adidas team, and things grew from there. I had to make sacrifices and lose a bit of independence, but I don’t regret it. Life is so much better.

You have an ongoing photo series City Kids. Can you describe the characteristics you see in that world?

The series is shot on 35mm, mostly in London and Berlin. I wanted to document people, places and nights out. I’m so interested in the sociology of culture. Especially young people, what they’re excited about and interested in, also what they were wearing. It’s very much how I see people around me. It’s been a privilege to have been part of different subcultures. Music is a massive part of my life.

You describe your style as nostalgic and soul-drenched, can you elaborate on your creative personality?

I live in my imagination and try to recreate the feeling of experiencing a memory. I find that in-between space interesting. I like to create situations where you could be watching my work and have the feeling “I was there” or “when did this happen, yesterday or last year?”, like a dream-like state that suspends time. Life can be challenging, so those spaces give you a break from reality.

The We Present series you directed focused on creative Black women. What did you learn from your subjects?

I rediscovered something, as Black women we’re used to doing multiple things. However, the term entrepreneurial doesn’t get used. I think that’s changing. What that series does well is show that anyone can do it. I didn’t know at the time leaving TV was entrepreneurial, but it was.

Based on your learnings, what advice would you give to women coming up behind you?

First and foremost being mindful of the language you are using to describe yourself as you journey. Patience and compassion are essential. There is no rush. Get a mentor and ask for help. I admire Sharmadean Reid a lot, I look up to her and I do all her workshops. You can learn a lot from people in different sectors. Do all the workshops, especially finance!

Describe your feelings about the future in three words?

Optimistic, excited and ready as well. I feel ready.

Interview by: Tega Okiti

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