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Interview by Candy Reding & Passion Dzenga | Moving Images & Film Stills by Safi GraauwGet familiar with Safi Graauw, a filmmaker whose work is anything but ordinary. Safi’s unique approach blends his scientific background with a passion for purpose-driven storytelling. With a background in Earth Sciences, Safi has a keen ability to look at the world through a socio-economic lens, always asking not just what people want to see, but what they need to see. This perspective infuses his projects with a deeper meaning, whether he's creating a visually striking commercial or tackling complex environmental and social themes in his documentaries.From his work on the Patta x Alpha Industries campaign to his innovative exploration of identity, belonging and diaspora, Safi has continuously pushed the boundaries of storytelling. His projects are known for their emotional depth, where aesthetic mastery is paired with a profound sense of purpose. Safi is also a director who understands the power of collaboration - believing in synergy and giving his team ownership in crafting the vibe of each project. It's clear that every film he creates has got love for the story, the culture, and the message it carries.In this interview, Safi opens up about his journey - from his early career challenges to the filmmakers who inspire him - and reflects on how film can shape a more empathetic and informed world. Get ready to dive into the world of a director who doesn't just want to entertain, but to ignite a shift in perspective and leave a lasting impact.Your campaign video for Patta x Alpha Industries showcases a distinct narrative. Can you walk us through how you approached this project, and what specific message you wanted to convey. When it comes to projects, I always try to be as collaborative as I can. I’m not the type of director that completely sets their vision in stone. The creative process to me is a fluent thing. We started thinking in different directions and ended up with the idea of uniting the four cities Patta has landed in through language and using wind as a metaphor. We wanted to show where Patta started by starting our verse in Surinamese, and wanted to create a full-circle moment by ending the film in Nigeria. Sort of as a homecoming of the diaspora. As a connective tissue, I was looking to use point-cloud animation to transition us from space to space, creating the aesthetic we have now. Your background in Earth Sciences has clearly influenced your storytelling. How did your experience in academia shape your views on communication, and how do you bring that into your work as a filmmaker?My background in science, is a lynchpin to everything I do. Creativity is a very subjective thing, and when being confronted with the creativity of others one can easily get lost in the sauce of what seems relevant. My scientific background keeps me grounded because I always try and approach a project from a socio-economic perspective. I’m the kind of director that doesn’t look for what people want to see, but what people need to see. And to get there, I look at society in a scientific way. You’ve mentioned that you prefer to work from a purpose-driven perspective rather than focusing on aesthetic or medium. How do you go about finding the right form or style for each project?The purpose driven perspective comes from a deep desire to make sure my work adds something positive to the real-life perspective of the viewer. In the case of the Patta x Alpha Industries project we aimed for a sense of pride and belonging. There’s so many aesthetic directors, and I love looking at visually pleasing imagery. But to me, at the heart of storytelling lies purpose. Purpose to me is much like a sense of belonging, it creates a goal that is higher than just the work. I need that as a director. I don’t want the work to be about me or my skill. So before I find the right form, I must find the heart of the work, which is essentially its purpose. You emphasize the importance of breaking away from expectations. How do you navigate balancing creative risks with the need to engage an audience and meet commercial objectives?Balancing between creative risk and commercial objectives is an internal conversation about ego. It’s about understanding who you are working for. It’s a conversation that comes before I say yes to a project. I know what I’m working for, I know why I’m working for the brand and its commercial/social objectives then merge with mine. Once that internal conversation is done, it’s all about finding the most interesting angle. In your view, what role does film play in shaping positive narratives in society? How do you ensure that your work adds something meaningful or impactful to the conversation?As someone with a scientific background I am convinced that we live in an age of information. If we look at subjects such as the environment, the research has been done, the scientific consensus is there and the information is widely available. Yet we’re still seeing too little change. This is because the information we share, has little to no emotional value. And that’s where film comes in. Films about nature, make sure we build a love for our natural surroundings and a will to protect it. Because how do we protect that which we do not love? In my work, I try to build just that inside the viewer, an intrinsic love for whatever project they just saw. As a self-taught director, what challenges did you face early on in your career, and how did you overcome them? How did your journey as a filmmaker differ from those who formally studied film?Haha you got time? It’s the insecurities, trying to stand out but not losing your core, being too humble and shy. Early in my career, this idea of having purpose did not exist in the industry. Most of it was about being aesthetically pleasing or comedic. So as someone that wanted to change or influence the perspective of a viewer, there was no space. I think my stubbornness is what saved me. Sticking with my plan, even though being made fun of. Constantly looking for ways to hone my craft. The big difference between me and people who formally studied film, is that failure was always my starting condition. There was no safety switch in the projects I did, and failure could lead to a career end. I got comfortable with the idea that failure was always looking over my shoulder. And as soon as that happened, I started understanding what taking a risk really meant. Pop culture is a key carrier for the social and environmental stories you tell. How do you choose which aspects of pop culture to incorporate, and how do you ensure these stories resonate with a broad audience?Popular culture, has an enormous carrying capacity for a purposeful message. I always try to indulge myself in aspects of popular culture by being part of it. Consuming it, studying it constantly. The aspects of popular culture I choose are mostly linked within the scope of my own interests. And with pop culture, comes that broader audience most brands are looking for, but only if the right story is told.  Making sure these stories resonate is much less about the visual part of storytelling, but much more about understanding its mechanics. It’s about understanding the way we as human beings are moved by stories and hitting the right tone for a broad audience to feel something. Your work blends environmental and social themes with commercial and fiction filmmaking. What unique challenges does this blend of purpose-driven storytelling and commercial work present?Filmmaking for most directors is something done intuitively. Navigating environmental and social themes in documentary, fiction and commercial projects requires a relatively in-depth knowledge of storytelling and environmental/social themes. I’m lucky enough to have obtained a master’s degree in earth-sciences which gives me the tools to navigate these spaces whilst being able to fact-check myself whilst doing so. It also makes me a director that thrives when we get off the beaten path. There’s no standard set of rules I apply when coming up with ideas. It’s about finding the core of a project but still having the tools to make sure you are on the right track. The unique challenges I have are more about staying up-to-date with new developments within these subjects and constantly understanding the very core and nature of the project I’m doing. I personally think the challenge is setting aside your ego and understand you’re always learning.  Looking at your body of work, there’s a clear sense of consistency in your approach to filmmaking. How do you maintain this coherence while still ensuring each project feels fresh and unique?That’s a very hard thing to describe, but I think it has a lot to do with the projects I choose to work on. I think my enthusiasm is the connective tissue in my body of work. The projects I work on are often an extension of who I am, or want to be. Culture-wise and aesthetically I have certain things I love about storytelling. I think when looking at my body of work you can feel the things in the world I gravitate towards and you can feel them in the different forms I have created them in. How do you see the evolution of film as a medium? Do you think we’re at a turning point where storytelling can transcend traditional boundaries and break even further from conventions?At this point, we’re kind of in a no-man’s land when it comes to film. There’s the development of new tools such as AI on one side. And then on the other hand there’s the focus on fast-paced imagery. I honestly feel like directors are focusing too hard on creating visual impact and developing an aesthetic muscle. We’re being bombarded with aesthetically pleasing shots every day and actually telling a story seems to be left aside more often. But the most important aspect of being a director, is understanding story first. And after that, it’s about understanding shots. If we do not break this convention, directing (commercial) film will become much more like photography.  The Patta x Alpha Industries campaign video has such a unique vibe. What’s your process for developing a ‘vibe’ or tone for a project, and how does it inform your decisions about visuals, sound, and pacing?This comes back to finding the heartbeat of a project. What is this really about, aside from a well made jacket. We found this is a project about belonging. It’s about how a brand coming from the minds of the diaspora found its way back home. Using that as our starting point, the conversation clearly stated what we should do. From there, we use our aesthetic muscle and create a vibe around that. Creating that vibe is not just something I do, it’s something that comes from the whole team, from the styling (Esmeralda Tan) to hair and make-up (Gladys Ferro) and art-direction (Floris Eysink-Smeets). I always try and create a synergy between the people I’m working with and make sure there’s a sense of aesthetic ownership within the team. You’ve stated that film as a medium should introduce a new perspective. What do you think audiences often miss when watching mainstream films, and how do you work to highlight those missed elements in your own work?Films (whether its feature film or episodic TV) are supposed to be conversations with our own humanity. The characters we create resemble us, but don’t make the choices we would. They explore possible ideas and mechanisms within humans. Too often do I find a mainstream film that tries to resemble reality too much. I know this is subjective but I feel that’s a missed chance. The Coen brothers nicely wrote; “We all love hearing stories about ourselves. So long as the people in the stories are us, but not us”.  I personally try to put my characters in situations that we aren’t familiar with, I try to create a world around them that resembles ours but isn’t. And in the process of doing that, I hope to create something magical and serve some perspective. You’ve built a reputation for creating films that are anything but ordinary. Are there any particular filmmakers or creators who have inspired your approach or worldview?Oh yes! This will be a long answer so brace yourselves: There’s so many but to give you the tip of the iceberg, Guillermo del Toro is a director that makes fairy tales for adults. His work inspires me to my core. Then there’s Guy Ritchie and Edgar Wright, their fast-paced crazy worlds are filled with impossibilities. But these makers always know how to make it believable. I mean, in Snatch, Guy Ritchie literally makes a character travel from America to England in one sentence of dialogue and we eat it like raspberry pie. Then there’s Steve McQueen and Barry Jenkins way of telling black stories, which is one I’ve studied and carried with me forever. In documentary, Yann Arthus Bertrand, an ecologist and director has inspired me to make films that show the grandeur and essence of us as human beings. I’ve learned tonnes of his approach on filmmaking. Ava Duvernay and Spike Lee are the directors I see as an example when it comes to being great examples to others and powerful leaders both on and off set. In my style of directing, I learn from and look at Greta Gerwig. Then there’s Jeymes Samuel, his eclectic personality, excitement, musical taste and the fact that he made The Harder They Fall. Inspires me to the bone. And one day, I hope to live up to the words of Chadwick Boseman. If I could be half of the man he was, I’ve lived a good life. “Take your time, but never waste your time”.Filmmaking has the potential to bring about change, but that’s a significant responsibility. How do you stay grounded and true to your purpose while navigating the pressures of the industry?I like to see myself as someone that truly shows what I stand for in the most honest way I can, so that the industry gravitates towards me, instead of the other way around. How do you want audiences to feel after watching one of your films? Do you aim for specific emotions, or do you hope they walk away with new ideas and perspectives?When starting the edit of a film or TV-series, I always say “We zagen ze door de helft!” which literally translates to: “Let’s cut them in half!”. By saying that, I state that my intention in creating the film or an episode of a TV is cutting right through the emotions of the viewer. I always try to convey honest emotion within the viewer. I want them to experience everything in between laughing and crying so that the film they watched is the sum of an actual human experience. Finally, looking ahead, what projects or stories are you most excited to explore? Are there any themes or concepts that you're eager to tackle in the future.There’s so many things in store at this point. I’m the showrunner and main director of a series in currently the biggest crime-franchise in the Netherlands. I’m working with awesome writers to create a new direction. I’m currently working on a very interesting short documentary about the Second World War. That’s been an amazing journey up until now. There’s feature films hopefully being commissioned at the time of writing. But there’s one thing I’ve been really excited about. It’s a lot smaller than most of the things I summed up until now, but I’m going to work on a children’s book with a very good friend of mine (Jerrold). It’s a small endeavour but I’m really excited about it and hopefully I one day get to develop that into an animated feature for you to see. To commemorate this landmark year, we’re releasing a limited-edition collaboration with Alpha Industries, the iconic MA-1 Bomber Jacket. The Patta x Alpha Industries MA-1 is a timeless piece that blends Patta’s signature style with Alpha Industries’ heritage, creating a jacket that’s as bold and authentic as the cities we represent.The Patta x Alpha Industries MA-1 Bomber Jacket will be available on Friday, December 20th at 13:00 CET on patta.nl, patta.co, pattaclothing.us and the Patta mobile app.

Interview by Passion Dzenga | Photography by Andrea AmponsahIn anticipation of the brand new Patta x Alpha Industries collaboration for 2024, we sit down with one of the talents from the campaign, Epoque, an artist whose unique blend of Afro sounds, R&B melodies and rap is reshaping the music scene in Italy. Raised in Paris, Brussels, and Italy, her multicultural upbringing has played a significant role in shaping her sound and artistic vision. From her deep connection to her Congolese roots to her collaborations with some of the biggest names in music, Epoque has quickly become a trailblazer for second-generation artists in the industry. In our conversation, Epoque shares insights into her musical journey, the challenges she faces as an emerging artist in Italy, and the influences that have helped shape her style. She also opens up about the importance of authenticity in her lyrics, the impact of Afrobeats on her sound, and her hopes for the future of the genre in Italy. Get familiar with the artist behind Tram 83, as she talks about her creative process, personal growth, and the exciting projects that lie ahead. Epoque, your upbringing in Paris, Brussels, and Italy has clearly shaped your musical journey. How has living in these different cities influenced your sound and artistic vision?  Living abroad certainly helped me appreciate a lot of different music, which allowed my style to emerge and evolve. Above all, it helped me make my music credible in the Italian language, which may seem obvious, but it’s not easy.  Your music blends Afro sounds, R&B melodies, and rap. How did you first get into these genres, and how did they come together in your own unique style?Ever since I was a little girl who loved listening to music, I wasn’t allowed to go out much, so I closed myself off by listening to music all day. My older brothers had CDs of rap, R&B, and hip-hop, so I listened to a lot of that non-stop. My parents also loved listening to traditional Congolese music on Sundays, and we had small parties with traditional food to liven up our days when we were all free. Then, as I grew up, I started listening to reggae, Michael Jackson, Gorillaz, and soft rock, which were a bit of a departure from what I had always listened to. In my opinion, this broad musical background allowed me to create my own style.  You mix Italian, French and Lingala in your lyrics. What is the significance of these languages in your music, and how do they help express your identity?In everyday life, I tend to mix the languages I know and have learned. When I started singing, I wanted to do the same, but I also believe that musically, I did it to stay close to my roots and complete the identity of the genre I’m working in.  Can you tell us a bit about the moment you realized music would be your calling? Was there a specific artist or event that inspired you to pursue this path?  When I was little, I certainly loved Michael Jackson, because in addition to his music, which moved me deeply and gave me many emotions, he always wanted to give a message. And for me, this is very important. On the other hand, at the beginning, I wasn’t aware of where I could go with music, given my background and the type of music that is generally listened to in Italy. But it was certainly the positive response from people that made me realize I could do something serious with music.  You’ve worked with big names like Ernia, Jovanotti, Villabanks, and Irama. What have these collaborations taught you about the music industry, and how have they helped you evolve as an artist?I never went to a music school. I started this journey from my hobby and personal background, so working with big artists helped me shape my songs in a different way. It taught me to look for influences suited to my genre in the right places and to have a more productive approach in the studio. It helped me believe in what I do, regardless of the results, and to give the right weight to everything. I’m very grateful for this.  In December 2022, you were part of the exclusive opening event for the World’s First Jordan Store in Milan, alongside Lazza. How was that experience, and how did it feel to be recognized at such a high-profile event?When the invitation arrived, it was hard to believe. I’m very grateful and felt a great sense of responsibility at that event. I didn’t want to mess anything up. As a Black artist who makes Afrobeats in Italy, being invited to an event like that means a lot to me. It shows that things are changing.  You were also featured in the Fred Perry Subculture campaign, where you shared the influence of alternative music on your style. What was it like to represent a brand that celebrates individuality and youth culture?  The collaboration with Fred Perry was very important. I wanted to give a voice to all the second-generation people with talent who have something to say and bring to the music industry and beyond.  You were the face of New Era’s 2022 campaign titled “Now Playing.” What was your role in this project, and what was it like being the Italian representative for such an international initiative? For New Era, I wanted to represent the second-generation segment that, through their roots, can bring something new to the music scene in Italy.Your lyrics are often self-conscious and deeply personal. What role does authenticity play in your music, and how do you balance vulnerability with your public persona?  For me, authenticity is very important. I grew up listening to rap music where the lyrics were very clear and explicit, talking about everyday life, the good and the bad, and the culture. I feel very comfortable with this, and for me, it’s also a way to connect with the people who listen to me, to make them feel involved and part of something.  Afro rhythms are a key part of your sound. Can you talk about the significance of Afrobeat and Congolese culture in your music and how you stay connected to your roots while pushing your own boundaries?I don’t know if it’s an urban legend or if it’s true, but Congolese people are very proud of their music, and when I started making music, I felt that pride within myself. It’s about carrying forward the culture. My parents unconsciously influenced me a lot and helped me understand how strong both the message and the sounds of traditional music were. So, I’m proud of it.  As an emerging artist in Italy, what challenges have you faced in the music industry, and how do you navigate those obstacles?  Being an emerging artist is definitely about pushing myself beyond what I can do. Sometimes it requires giving my best, and it can be draining and make you feel a bit alone. But I’m aware that this is just the beginning. Doing a genre that isn’t popular in Italy is still the biggest obstacle, but I’m happy with the positive response I’ve gotten from people, colleagues, and professionals. I feel that there is a desire for something new and different in the music industry. You’ve already achieved so much at a relatively young age. What’s next for Epoque? Are there any upcoming projects or collaborations that we should be excited about?In 2025, there will definitely be new music and collaborations, but for now, I’m enjoying the release of my first EP, Tram 83, which I’m very happy and proud of.  You’ve become a role model for many young people, especially those who identify with a similar multicultural background. What advice would you give to other aspiring artists who are trying to find their voice in the music industry?One piece of advice I can give is to be humble and patient. Focus on your goals clearly, surround yourself with positive people, and do what you believe in as best as you can - without caring about trends or what people usually listen to on the radio.  Finally, what’s the message you hope to leave with your fans through your music, and where do you see your career going in the next five years?  In five years, I hope to be the best version of myself as an artist, and I hope that with my music and the music of my colleagues in the same genre, we can truly integrate Afrobeats into Italy. With my music, I try to remove any boundaries, to give a message of positivity and faith in victory. In my case, coming from a very humble background and family, I believe victory can be achieved by anyone - you just have to believe in it and stop comparing yourself to others.To commemorate this landmark year, we’re releasing a limited-edition collaboration with Alpha Industries, the iconic MA-1 Bomber Jacket. The Patta x Alpha Industries MA-1 is a timeless piece that blends Patta’s signature style with Alpha Industries’ heritage, creating a jacket that’s as bold and authentic as the cities we represent.The Patta x Alpha Industries MA-1 Bomber Jacket will be available on Friday, December 20th at 13:00 CET on patta.nl, patta.co, pattaclothing.us and the Patta mobile app.

Interview by Passion DzengaSaràh Phenom is a bold artist whose music and fashion break boundaries, blending global influences with her unique sense of self. Born in Rwanda and later moving to Europe, Saràh’s eclectic tastes and distinctive worldview set her apart from a young age. She often felt like an "alien" due to her different way of thinking, and this sense of individuality continues to shape her artistry. Her teachers dubbed her "Phenom," recognizing her as a true phenomenon.From early on, Saràh was captivated by music and fashion, inspired by everything from music videos to vintage European fashion. As a child, she was drawn to expressing herself through these mediums, forging deep connections with people from diverse backgrounds. Now based in London, Saràh embraces a "little fantasy world" of her own, where she navigates life and art with a fearless, non-linear approach.Her EP, girl, is a vibrant collection of tracks that reflect two years of personal growth and experiences. With themes of empowerment, self-discovery, and the beauty of imperfection, the EP showcases Saràh’s musical range and unapologetic confidence. Drawing from influences contemporary pop music, and her grandfather’s love for Latin and classical music, Saràh’s sound is a fusion of rhythms, melodies, and raw emotion. Join us as we get familiar with Saràh Phenom.How did your childhood in Rwanda shape your artistic vision and identity?It made me stronger, definitely tougher, but also very open-minded! I grew up surrounded by people from all over the world, so from an early age, I was introduced to and became interested in multiple cultures.You mention feeling like an "alien" due to your unique way of thinking. Can you elaborate on what that means for you and how it influences your creativity?I’ve always felt alienated. It’s like my brain thinks completely differently from the people around me, which makes me view the world in a unique way.Who were your biggest musical influences growing up, and how did they impact your approach to music and fashion?Kanye West, Gwen Stefani, Lady Gaga, Beyoncé, and Rihanna were my biggest inspirations. Sonically and visually, they had the strongest impact on my life. Their vision and artistic expression were unapologetic and erratic, which was a revelation for me as someone coming from a place as conservative as Rwanda.You have a strong connection to fashion. How does your personal style reflect your music and vice versa?A lot of times, I make soundtracks for my life situations, so I have a song for every occasion! Can you walk us through the inspiration behind your  EP, girl? What themes and emotions are you exploring in this work?I’m exploring growth, self-discovery, and motivation. I’m talking about my transition from girl to woman, moving to a big city, navigating my industry, and growing as a person—finding motivation in the small things along the way.You describe your music as a cathartic expression of your feelings. How do you channel your experiences into your songwriting?I live through them and then go into the studio. I get a conversation going with collaborators, we cook up something, and I end up laying down melodies and lyrics. If I have writers with me, we fill in the gaps. It’s as direct as that!What does your creative process look like when you’re composing music? Do you have any rituals or routines that help you get into the zone?I do a few vocal exercises, drink tea, and stretch—nothing too crazy (that I can think of)!How does your work address themes of women's power and the beauty of imperfection? What message do you hope listeners take away from your songs?I hope they have fun and feel inspired to create! I want them to take away the message that they can do anything they set their minds to, not to compromise on things they don’t genuinely feel, and to put themselves first at all times (which I haven’t been doing a lot of lately). Also, it’s okay to be different and try new things!Your music transcends geographical boundaries. How do you integrate your diverse experiences into a cohesive artistic vision?By collaborating with like-minded people who also have diverse backgrounds! For this EP, it was crucial for me to work with people who understood the broad scope we were aiming for, and together we were able to narrow it down and conceptualize the project.You mention navigating the complexities of life in a unique way. How do you stay grounded amidst the chaos and fast-paced nature of your journey?I don’t —but then I write about what I’ve learned from being devious or all over the place. It depends on the season I’m in! I know the pressure and chaos will get worse, but what keeps me grounded in general are my sisters and cousins. They care a lot about me and always check in. I love them with all my heart, and my faith keeps me strong.What do you hope to achieve through your music in terms of connecting with your audience?I hope I can touch a part of them they didn’t even know they needed to be touched! I share my experiences, and I hope someone out there can relate the way I do.Looking ahead, what are your dreams and goals for your music career and artistic endeavors?I have so many! One big dream is to perform in stadiums and collaborate with my favorite artists, as well as other up-and-coming artists I really admire. I want to win awards and break boundaries for other Black women who experiment with different sounds without being put into boxes.You describe living in a "little fantasy world." What does that look like for you in everyday life?It’s actually very hard. I get called delusional almost every day, but at the end of the day, it’s just how I choose to live my life, and it’s truly pushed me to great heights. I’m sure it will continue to do so! You control your own reality.If you could collaborate with any artist from your diverse list of influences, who would it be and why?I absolutely love Banks—I've always been a fan—and Kanye West, because I feel like the collaboration could either be musically daring and beautiful or lyrically totally outrageous! Either way, it would be amazing!What do you want your legacy to be in the music and fashion industries?I want to become a household name! I want to be a voice for the misunderstood, the forgotten, and those who haven’t had a chance to express themselves.You can stream Saràh Phenom's latest project girl now 

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