- Words Kitty Robson
Troy Roscoe is the music video director shaking up the industry with his mind-bending visuals and viral-worthy content.
Trailblazing music video director Troy Roscoe’s mix of cinematic storytelling and surrealist VFX has cemented him as a go-to for some of the biggest names in music, and for good reason. Having worked with the likes of Ed Sheeran, Burna Boy and Lil Wayne to name just a few, Troy brought his signature striking style to the music sphere and never looked back.
Despite his rapid rise, Troy stays grounded in his mission to give back. As a mentor for Relentless’ Freeform Forum, he’s now helping the next generation of creatives navigate their way to success. The initiative connects emerging talent with industry leaders, and with Troy’s background in editing, directing, and VFX – as well as his drive to build his creative livelihood from the ground up – he’s perfectly placed to guide them on their journey.
Talking to us from his trip to the Philippines last month, the boundary-breaking director Troy Roscoe dives into his creative process, reflects on the power of collaboration, and reveals how his mentorship role is teaching him just as much as the mentees.
Tell me a bit about what drew you to working with Relentless and their Freeform Forum?
When they hit me up, I was already thinking about giving back and helping people. Relentless came to me with a project I wish I had when I was starting out, so it was a no-brainer. I come from Wolverhampton, where there are fewer connections to the industry. All my connections now come from talent or putting myself out there. I never had family connections, and even my best friend, an artist (S-X), I met on Instagram. Relentless is helping creatives without connections build them, which is really cool.
How do you feel this is helping bridge the North-South creative gap in the industry?
I’d like to think I could inspire people. I do a lot of BTS content, where I’m open about being from the West Midlands. People from London might take us more seriously if they see people like me in great rooms with great people. I feel like if all they are used to is people from London, that’s who they respect more. So I feel like if they can start to respect people like me, one of colour, but also from the West Midlands, the more that happens, the more they get used to it and the more opportunities people from the Midlands will get. Hopefully, this project will bridge the gap and make people more familiar with creatives from different regions and backgrounds.
What do you want creatives to take away from it, particularly from your mentorship?
I want them to be surprised by how impactful I can be. One mentee is a music artist, another a filmmaker, and one a content creator. For the artist, I’m helping him develop a music diary, posting every day for a month, and explaining the importance of consistency online. I hope they’re relieved by the knowledge I can offer. So far, I feel like with each session I’ve had with them, they’ve left feeling really grateful and singing my praises, which is so great. I’d hate to be at a point where I’m someone’s mentor but I feel like I’m not providing anything and feel like I’m wasting their time, but I don’t feel that way so I’m excited to see what knowledge I have. Sometimes I think stepping out of your comfort zone forces you to grow.
Do you feel like you’ve learned a lot from this experience?
One hundred percent. I want to do it regularly. It would be selfish to go on my journey and not share what I’ve learned. I want people to take what I know, grow, and be better than me.
What do you feel like you’ve learned from working with a diverse selection of artists?
I’ve learned patience and the importance of good people skills. Every artist is different, so I’ve learned to adapt. When I started, I was a bit arrogant, wanting my vision to dominate, but I’ve matured. Now, I see artists as artists too, and when you collaborate, you create something bigger. I’ve let go of my ego, and it’s helped build stronger relationships.
What’s a signature Troy Roscoe motif for a video?
My signature has always been VFX because I started as an editor and VFX artist. I built my name with surrealist VFX content. Now, I like to mix VFX with humour and cinematic visuals. I love comedy, but I don’t get to do it often. Those are my signature elements.
Did you have much of a creative upbringing?
Football was my life growing up. I wasn’t allowed out much, so I played football or FIFA at home. I’ve always loved music, and as a kid, I watched music videos constantly. Maybe that influenced me without realizing it.
Who do you support?
Arsenal. For years, I couldn’t say that with pride, but now they’re one of the best teams, which feels great. I supported them because of all the Black players—like Vieira and Sol Campbell—who I could relate to. Arsenal has a lot of Black supporters because of that, and it’s special.
What’s next for you?
I want to travel less, base myself in England, and focus on improving my editing and directing. I’m also planning a book series with a newsletter for creatives, sharing tips and hints on content creation. So, some cool things ahead!