Dragon Andic didn't plan to become one of Toronto's most sought-after music video directors during a global pandemic. But sometimes the best creative pivots happen when you're not overthinking them.
Known professionally as The 97, Dragon has spent the last four years building a visual empire from his Toronto base, creating the moody, cinematic aesthetic that's become synonymous with the city's R&B renaissance. His client list reads like a who's who of Canadian music, Roy Woods, Friday, and a growing roster of artists who specifically seek out his signature style.Â
But it all started with a phone call during lockdown.
"I started off as a photographer, and I always knew in the back of my head that I wanted to be a director because I love cinema, I love film," Dragon explains. "And I just didn't ever take that leap of faith until COVID happened and the pandemic happened, and it happened by fluke. I was lucky enough to get called up by one of my friends and close clients who asked me to film a video."
That one video became the catalyst for everything that followed. Dragon built his company with some of his best friends from high school, and as he puts it, "since the last four years, we've been booked non-stop and things have been running very smoothly."
Success didn't come without growing pains. Dragon is refreshingly honest about the steep learning curve that came with transitioning from still photography to video production.
"I feel like we had a lot of challenges early on because we were a notable name, like I had a notable brand in Toronto as a photographer. So when I stepped into videography, a lot of my past clients wanted me to try out videos for them, but our team was really uneducated as a production company early on," he admits.
The reality hit hard when they realized the difference between shooting stills and producing music videos.
"So we went into a lot of videos pretty much early without prior knowledge on how much preparation it actually takes to do a music video. And after doing thousands of videos since then, we've learned so much and so much pre-production knowledge now that we've come such a long way."
Those early struggles became the foundation for their current success.
"So every single shoot now is, you know, more well-planned, more organized, and better executed. So early on, there was a lot of knowledge that we were lacking. And it did end up like hurting us back then, but we learned, we learned from our mistakes, and we've been sticking to it."
Some of Dragon's most meaningful work has come through his long-standing relationship with Roy Woods. Their connection goes back to Dragon's photography days, specifically, to Woods' "Dirty Girl" video where Dragon worked as a behind-the-scenes photographer for another production company.
"The first big gig I had as a photographer was on his set for 'Dirty Girl.' I was a behind-the-scenes photographer for another production company. That's how I met him," Dragon recalls.
Fast forward to now, and they've just completed a full-length short film together—a project that represents how far both artists have come.
"So fast forward to now, we actually did a short film together. So it was a full-length short film, and me and him were talking after the film. We looked back and we were like, wow, we came such a long way from when we met to just taking photos to actually doing a full-length film now. So it was a full-circle moment."
The film, which Dragon describes as being about Woods' love life and "all based on a true story," showcases the kind of narrative work that's expanding Dragon's creative horizons beyond traditional music videos.
If Roy Woods represents Dragon's roots, his collaboration with Friday shows his ability to create instant creative chemistry. Their partnership began with a photo shoot in New York that quickly evolved into something bigger.
"I feel like Friday and I were meant to meet. I did, we started off by a photo shoot as well. And this was in New York. I went all the way from Toronto to meet him. We did a photo shoot, and I just handed him my phone. I'm like, 'Hey, by the way, I do music videos.' He's like, 'No way, let's do one right now.'"
That spontaneous moment led to "Calling for You," shot right there in the photo studio.
"So at the photo shoot, we shot 'Calling for You,' which was off his first mixtape. And he's like, 'Wow.' He's like, 'If you could do this in a photo studio in 10 minutes, I wonder what you could do with a budget and a well-thought-out plan of a video.'"
The answer came in the form of multiple collaborations, including Dragon's favorite project with Friday:
"And we ended up shooting at least six, seven videos. And ever since then, we've been collaborating nonstop. My favorite video with him was 'Don't Give It Away' with Chris Brown. That was shot in Los Angeles. And that was a huge milestone for my team. It was his first song with Chris Brown. It was a huge full-circle moment for everybody."
Dragon's visual approach isn't accidental; it's the result of deliberate choices influenced by his love of cinema and specific directors. When asked about his inspirations, he points to Anton Tammi, who directed The Weeknd's early videos.
"Yeah, my favorite director is Anton Tammi. He actually did all The Weeknd's earlier videos. He's very cinematic. He's gifted. I believe he's from Italy. He's very talented. And me and my team have always been inspired by his work, but many other directors as well."
But inspiration only goes so far—execution is what sets Dragon apart. He breaks down his technical approach:
"And our style, some tips that we do: we always shoot people on the shadow side so it provides a more cinematic feel and more depth to the subject. We like close-up shots, we like moody lighting and dark lighting, so not too much light going on, not like the lighting blown out. We like dark shadows, one key light—just lighting is everything. It creates an atmosphere. So we always take lots of time before the first shot on a video to perfect the lighting."
This meticulous attention to mood and atmosphere has become The 97's calling card.
"Yeah, I feel like it's just my personal preference since I was younger. I always like moody, dark, cinematic, sad stuff. I always thought it was the most visually appealing. That's a signature style. When people hire us, clients will come to us, they'll be like, 'I want that moody feel. I want that classic cinematic moody feel that you bring.' So I feel like that's what we're known for, and it's worth it. When someone needs that aesthetic, they come to us."
Dragon sees his work as part of Toronto's broader cultural moment. The city's music scene has exploded in recent years, and he recognizes his role in that growth while maintaining perspective about individual versus collective success.
"Yeah, I would say so. I say everybody in Toronto is putting on for Toronto. I feel like Toronto has made a name for itself in the last few years due to a lot of people. The music industry started booming, and it's been on the come-up ever since, and I feel like Toronto is now in a lane of its own, but then it continues to grow in all aspects in the music industry. So I wouldn't say it's all an ode to me, but every single creative, musician who's contributing plays a big part."
When it comes to advice for aspiring creatives, Dragon's philosophy is grounded in patience and passion rather than quick success.
"I would say there's no exact time limit on when things are gonna pop off for you. So you have to be patient. Patience is the biggest key to success. And to never give up, keep working. Life is about doing what you love. So if as long as you're doing that, and as long as you're like extremely passionate about something, you'll find your way. Not everything's about money. Not everything is about fame or this and that. Just do what you love, and that'll guide you to success. To me, success is doing what you love for a living."
He's particularly encouraging to those who might be hesitant to take the leap:
"And there's so much talent out there. There's so many people that come up to me and they want to start something, but they're kind of shy. They don't want to take that leap. They should take that leap."
When pressed to choose one frame from any music video that represents excellence to him, Dragon doesn't hesitate:
"I'd say my favorite frame is from The Weeknd's 'Blinding Lights' when he's driving them in the cities. Yeah. And it's like a huge trippy montage of him. I could feel the energy when he was driving. And it was by my favorite director. So I feel like he captured the essence of that song so well in the video. That's, to this day, I feel like it won Video of the Year with many awards."Â
As Dragon continues building his company and expanding his creative horizons, the upcoming Roy Woods film represents just one example of how his work is evolving beyond traditional music videos. With Friday's album on the horizon and new collaborations always in development, The 97's influence on Toronto's visual culture shows no signs of slowing down.
For Dragon, the journey from pandemic photographer to acclaimed director proves that sometimes the best career moves happen when you're ready to take that leap of faith, even if you don't know exactly where you'll land.
"Yeah, we have a film coming out. It's gonna be available everywhere, and I hope everyone gets the chance to watch it," he says about the Roy Woods project.
Dragon Andic has found his niche by staying true to his vision while remaining open to the unexpected opportunities that come from genuine relationships and authentic passion. And in Toronto's ever-evolving creative scene, that authenticity is exactly what keeps artists coming back for more.
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