Today we’d like to introduce you to GuGu E. Michaels.
Hi GuGu, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstories.
Well, I was a very violent kid ONLY because I was bullied from elementary school through high school (freshman year). I was born in Nigerian and my family migrated here in the early-mid 70s. I have an accent so because of that and the fact my skin is very dark, I was teased, bullied, and called all types of names in those days. In the 80s, music saved my life. So, I turned all that anger, frustration, and self-hate into art through music. I started making beats for rappers in my high school and that quickly made me popular. I became cool with all the cool kids. After high school, I worked for Ericcson for couple of years then quite to became a full-time rapper, and started my own record company called Redrumm Recordz. I was doing my thing and slowly making a name for myself and my record label. About two years later and with God’s mercy, I met two brothers that believed in me and invested in my company. We were signed under TMG/Universal Music Group. Around 1996-97, while shooting music videos for myself and my artists, I fell in love with movies and camera work, and slowly transitioned from music into films. I shot my first film “Thugz” in 1996…sold it, shot another one…from there, the rest is history. Fast forward 25 years and over 10 movies later, I still love anything movie. Now, I’m a cinematographer that shoots, directs, and edit movies for my companies – AP Studios and soon-to-be-launched Sinema Room (a pay-per-view movie streaming platform). I also write, produce, or direct indie films for other producers from all over.
Would you say it’s been a smooth road, and if not, what are some of the biggest challenges you’ve faced along the way?
Oh heck NO! It has not been easy at all. I’ve lost friends both from violent deaths and or just we grew apart. I’ve made major money, lost it all, made more money, lost it! My two business partners went to Federal Prison so I had to start all over and rebuild. I owed the IRS money, they put a freeze on all my accounts so I lost it all again including a business (Billboard Movies) I started with my senior brother and my buddy Barry. It was a video store like Blockbuster Videos, located downtown /Deep Ellum. At times I feel like Netflix stole my idea because our store serviced the entire Downtown and Deep Ellum community. It was set up like, you visit our site, order the movie(s) you wanted along with drinks, candy or popcorn, we’ll deliver it, once you finish the movie, call us and we’ll come and pick up the movie(s). It was popping. After that heartbreak, me and another indie film guy started a film company called New Era Pictures. Unfortunately, one of our two investors was murdered (RIP Capo). After his death, things wasn’t the same and that company fell apart. Next, I went to Nigeria to shoot couple of movies, came back in 2010. Then 2011, my senior brother and I started AP Studios (a full production house that shoots indie films, commercials, corporate videos, TV shows, and documentaries.) We’ve had our ups and downs however, by God’s mercy we are staying consistent till today in 2022. The first Covid that hit in 2020 almost put us out of business but all praise to God, we made it through (barely). And now comes Sinema Room. So, to say it’s been hard and brutal is an understatement.
Appreciate you sharing that. What else should we know about what you do?
I’ve been an Artist since 1989 till today in 2022. that never changed. Even when I owned different businesses, it was businesses that had to do with films or music, or both. That kept my passion for music, cameras, lenses, lights, and filmmaking burning. What I do specifically is direct, shoot (handle cameras, and lights) edit, and produce films, corporate videos, TV shows, and documentaries. I was very, very popular in the 90s for my music career but now people know me as a director or a cinematographer. All the people that knew me as a rapper in the 90s are all old now. Hahaha…so this generation only know me as a moviemaker. A storyteller. I am proud of everything I’ve done from the good to the bad, because I would not be here today stronger, wiser, and with over 25 years experience in my field, was it not for those fire and hardship I faced. What sets me apart from others is simple. I don’t talk it or just dream it or wait for someone to give me millions to get started… I just go! I think of the idea, research it and execute. If I fall, I fall, get up try again…and if I win, I win. Like Nike, I just do it!
Are there any important lessons you’ve learned that you can share with us?
Never give up. You will hit brick walls and get 99% NOs. And at times, almost homeless and not know how you’re going to eat. At the end of that traumatic experience, if you keep pushing and ignore all the noise and distractions, you’ll achieve your goals/dreams. As long as you DO NOT give up.
Contact Info:
- Email: guguemichaels@sinemaroom.com
- Website: www.guguemichaels.com
- Instagram: https://www.instagram.com/guguboo/?hl=en
- Facebook: https://www.facebook.com/gemichaels/
- Twitter: https://twitter.com/gugu1904
- Youtube: https://www.youtube.com/c/guguemichaels
