Interview with Joiah Luminosa

Joiah Luminosa, Joiah's alias for direction and writing, has a multifaceted career that extends beyond music. She has gained valuable experience and honed her skills in various creative
fields. Her work with the renowned magazine Numéro Netherlands has allowed her to develop and expand her abilities in the realms of fashion, journalism, coordination, and direction of video/photo shoots as well as sound design for fashion movies. This experience has enriched her understanding of fashion, photography, and storytelling.

What sets Joiah Luminosa apart is her "elastic artistic vision." This means she has a highly adaptable and flexible approach to the arts, allowing her to explore and experiment with different creative directions and mediums. Her ability to think outside the box and approach artistic endeavors with a unique perspective distinguishes her from others in her field.

Joiah Luminosa is a versatile artist with a diverse skill set. Her leadership skills and adaptive artistic vision make her a distinctive and innovative contributor to the creative industry.

Could you briefly describe your project for our audience?

LIFETIME is an ode to the techno and rave culture of Amsterdam. I intended to create a video that juxtaposes the elements of freedom in a place where freedom was stripped away. Levenslang (Dutch for lifetime/life sentence) was once a prison, which now became a club and event space in full effect. It is a new addition to the city’s rave map and a becoming a special place to many. LIFETIME is a project that showcases the beauty and diversity of Amsterdam's rave scene and its ravers with each character having a unique style and personality. It’s a rapid video composed of energetic dance moves, blending the art of rave dance with narrative expression. The voice throughout the video describes the initial sensation of distortion while entering the club, coupled with the complete surrender to the music. A state of confusion and denial that translates to the sensation of being cured by the sound. Fear is no longer present as long as the music remains.


What were your main aspirations or goals when creating this 
The Dutch capital’s underground scene has a unique and vibrant character that draws partygoers worldwide. It is known for its rich history of electronic music, appreciation for the scene, and the creation of a welcoming atmosphere. Needless to say, it’s a top destination for enthusiasts of this lifestyle. That by itself inspired me a lot as well as the people I met clubbing and of course, the music I absorbed throughout the years of living here. It moved me to shed light on this niche
movement and the act of simple expressivity.

Share some memorable moments from the shooting process or
any pleasant surprises.
There were many, but, off the top of my mind, I remember having a great time with the cast members and crew during the transitions from model to model, as it was also a photoshoot. Most of the casting were people I already met at parties or events, so the atmosphere was easygoing and fun. Some were DJing, myself included at some point. The crew had a blast dancing, shouting, and laughing throughout the whole day. We had huge smiles all day long. It was a day we are all going to remember I think.

Who is the primary target audience for your film, and what do you hope they will take away from it?
The primary target audience for this video is people who sympathize with the electronic music culture. It could vary as raving doesn’t have a specific age in my opinion, but people between 18-37 and more. Individuals who have a passion for life and music, and love going out as a means of liberation, rather than entertainment. With this video, I want to transmit a sense of escapism. To be able to embrace it as something necessary for the nervous system from time to time. And I’d like to unlock the misbeliefs and prejudices about raving. I view it as a workout with loud music for example:)

What makes your project an appealing choice for potential 
LIFETIME is a story that can be relatable to many. It’s a reality that people may or may not understand. It’s embracing what is complex and hard to figure out. Is to go on the opposite side of the stream and say no to what the majority tells you. It’s not about what is hot, but what I feel when I hear it and the memories that come along with it. This is techno, this is the culture. We don’t expect you to get it. You do or you don’t.

How would you define your unique filmmaking style, and what 
distinct qualities characterize your film?
This is the first project I officially put out for the public, but, if I have to describe my style of filming for the next projects would be dynamic, deep, poetic, and realistic.

What inspired you to pursue a career in filmmaking?

Starting a music career gradually led me to delve into filmmaking, as both marry and depend on each other very much. Film has been important in my family as my mom used to work in the industry back in the 80s and my sister is now studying acting in NYC. We have appreciated and respected cinema since I can remember. I am still pursuing music as it’s my first love, but I am eager to see where filmmaking can take me in the future.

Do you have a filmmaker or source of inspiration who has 
influenced your work?
Indeed. I love everything related to neo-realism, drama, and true events. I am moved by stories about the harsh realities of the world. Motion pictures that are humbling and make you think twice about things. I personally love Giuseppe Tornatore’s work and most recently the works of Matteo Garone and Laura Mora Ortega (Colombia).

Share a couple of your favorite films and what resonates with you about them.
Here are some of my all-time favorite movies:
● Malena by Giuseppe Tornatore
● La Vita E’ Bella by Roberto Benigni
● La Vendedora De Rosas by Victor Gaviria
● La Haine by Mathieu Kassovitz
● Love In The Time Of Cholera by Mike Nevell
● Jesus Children of America by Spike Lee
● Maria Llena Eres De Gracia by Joshua Marston
● Berlin Calling by Hannes Stohr
● Swimmers by Sally El Hosaini
● Sufragette by Sarah Gavron
● Io Capitano by Matteo Garone
● Los Reyes Del Mundo by Laura Mora Ortega
What I resonate about these movies is that, being a very realistic person myself, I
find beauty in what is transparent and genuine. Whether is a rough, soft, romantic,
or complicated story, the magic lies in the journey for change. These are somewhat
similar stories, as nearly all of them have a bittersweet ending. I admire artists
who know how to translate these realities into movies.
10. Where do you typically find inspiration for your film projects?
I mostly find inspiration in art, conversations with people, raving, and being at the
beach or in nature. Poetry also inspires and music inspires me tons.