Brevard County’s independent music scene finds itself in an interesting space between forest-drowned strip plazas and constantly spawning apartment complexes, molded by late-night open mics and rocket launches. The past couple of years have seen a surge of independent artist emergence, and at the heart of it, a music video director helping define their image. Joseph Harrison, better known as “Bedfid” has become a familiar presence behind the camera in the Space Coast. Currently, color grading and adjusting aperture out of Titusville, Florida, he has been shaping the local music scene’s overall image with a signature visual style and has been very open about his impact on the district area.
“My style is very cinematic; I love a good frame. I want every frame to look and have a specific meaning behind it. So, I take that into every style of film making that I do…. I want it to look like a picture”
A Full Sail University alumnus, Bedfid has built a growing reputation on social media, showcasing his background in directing and photography. Throughout the last 5+ years he’s been collaborating with artist creating visually distinctive videos building a reputation amongst any upstart looking to elevate their audience reach, increasing his YouTube channel in the process. However, despite finding a niche, music videos weren’t always in his crosshairs.
“I definitely started off more short film-like, but it was my older brother Lucas (Parish) that got me into it because he was doing music…, I was on board with it, and he wanted to make it like a short film/music video, so that definitely helped combine both worlds.”
Bedfid was open about how Brevard County offered both challenges and opportunities for him when he got started. Noting that the initial access to the lighting and gear that helped define his current style took time and persistence. Over time developing a workflow that allowed him creative grace until he acquired all the necessary pieces to fully establish his name and visual style. Making a point to say “every project I’m trying to up the previous project. I’m always pushing myself.”
Both artists and Industry analysts make a note that music videos remain a critical promotional tool for independent artists, particularly as digital platforms like YouTube, Instagram, and Tik Tok emphasizing visual content. According to Chris Alba, a renowned Creative Director and Brand Strategist, music videos can significantly influence audience engagement, especially for emerging musicians, but there’s a caveat.
Shaped by the digital platforms, Bedfid said that it’s been both a blessing and a curse, trying to find the middle ground. On one hand, he’s been able to pull inspiration and come up with new ideas within the 16:9 aspect ratio, but on the other hand, he’s aware of how exhausting the consistent posting can be on artistry. The silver lining has been how these platforms have helped him discover collaborators in his area. Saying that social media allows the local artists he works with to reach audiences far beyond their immediate area, further expanding his opportunities to direct.
All-Star Dave, an independent musician from Brevard County who has collaborated with Bedfid on multiple music videos, said that working with a dedicated director has helped elevate his work.
“It’s really cool to be able to work with somebody like Bedfid, because he comes from the same area as us, so he understands the vision… The visual medium of music is very important still to this day.””
When asked about what it’s like working with Bedfid, All-Star almost instantly knew what his answer was.
“He really just brings everything together, you know, it helps us advance and helps us grow in our artistry.
As Brevard’s independent music scene continues to grow, Bedfid remains focused on collaboration, elevation, and expansion. Continuing to shape the sonics of a growing community with visuals that can spread to all new geographic areas. When asked what defines a successful music video in Brevard, Bedfid couldn’t help but smile as he said, “If I’m happy with it.”
Couch Pilgrim 
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