Joe Lonie

Joe Lonie tasted success early; he directed his first music videos as a teen, while playing bass for Supergroove. Since then his 60+ music clips — four of them Tui award-winners — have included work for Bic Runga, and one-shot wonders for Goodshirt and Liam Finn. He also directed web series The Factory, and two award-winning shorts set in moving vehicles: raunchy taxi tale Honk if You're Horny, and Shout at the Ground.

The better the song, the harder it is to come up with a good video. Director Joe Lonie on making music videos