Roger Alexander has a specific style he applies to his creative direction which allows him to appeal to some of the highest caliber clients. People recognize the aesthetic that Alexander’s visuals provide without even needing to see his name on the credits. Alexander is the owner of “AlphaMale Visuals,” a video production company based in Atlanta, Georgia. He serves as a director, director of photography, and an executive producer.
Sometimes you hear a song on the radio and you can instantly determine who produced the beat or instrumentation. Producers such as Timbaland and DJ Mustard possess distinct styles which can be recognized throughout the various songs they have produced. Similarly, Alexander has his own style, but it is applied to his visuals. Characteristics of his videos are usually bright, colorful, with set design and surreal elements.
Alexander conducted some market research when he first moved to Atlanta in order to discover that many Atlanta hip hop music videos depicted similar imagery. These videos spawning from Atlanta utilized the similar content matter, effects, structure etc. Alexander wanted to differentiate his works from everyone else’s and bring an element of surrealism to his visuals. Clients appreciate his style, and they seek his talents when they know his style will mesh with whatever needs to be visualized.
Alexander explains that he differs from his competitors because he is very business savvy. He worked in corporate America for years prior to founding “AlphaMale Visuals” and picked up on several business operations, tips and tricks that he could apply to his business. Alexander planned to own everything needed for his productions and keep as many elements “inhouse” as possible; removing the need to outsource. Alexander owns the majority of the gear that is used during his video shoots, so he endures flexibility and capabilities that many other directors don’t, because he efficiently invested in his craft.