How HD Cutz gives interview format a fresh trim

FIFA launched its own streaming platform, FIFA+, this week, including original content as a key part of its direct-to-consumer model.

Credibility and authenticity are among the buzzwords given by commissioning editor and global lead of global originals James Abraham when asked about the tone of the channel, and one of its first efforts to achieve these comes through eight episode interview series HD Cutz.

HD Cutz features barber to some of football’s biggest stars, Sheldon Edwards, talking everything, both on the pitch and off, with the likes of Paul Pogba, Antonio Rudiger, Kadeisha Buchanan, and many more.

A co-production by Motif Productions and Fever Media, Abraham plus Motif co-founder and managing director James Craggs spoke to Broadcast Sport about how the show looks to bring a new angle to the traditional interview format.

Edwards has already come to prominence through his work with footballers such as England internationals Phil Foden and Raheem Sterling and boasts over 600,000 Instagram followers – a definite bonus for any producer. However, it wasn’t just notoriety and social media reach that brought Craggs’ and Abraham’s attention to the Jamaican barber.

Craggs explained: “Sheldon is an extremely magnetic character. To the point where people gravitate to him as an individual. Also, we’ve learned his story as an individual over the period of time that we’ve done these so far, and, you know it is very much almost a true footballing story.

“He came from nothing in Jamaica. He’s a third-generation barber in his own right and came to the UK and found out his mum who he thought was living in the lap of luxury was actually sharing a one-bedroom flat with his aunt.

“I think he himself is kind of surprised by the rise. But, I mean, I’ve not met someone more dedicated and more deserving of success in in their chosen field because he has worked so incredibly hard over these past 10 years to get to the point where he is associated with some of the some of the biggest names in football.”

Abraham added: “It’s rare. It’s rare you find someone so sort of authentic and warm.”

When it comes to the format, Abraham explained that FIFA+ is aiming to get away from “formats which are pundits and journalists talking to footballers because I think you see that every day,” and bring something that” feels innovative rather than something which feels like it could have been on your terrestrial broadcaster five or six years ago.”

However, Craggs made it clear that it being innovative isn’t just a case of putting someone in a barbers’ chair and filming it: “Ourselves and Fever went out to make this with the specific idea that it will feel very different and fresh, and it would cross genres.

“It is presenter led but at the same time you’re kind of fly on the wall. It’s not hugely structured and it’s not hugely formatted.”

He continued: “We’re trying to try and move around how we deliver this, and have the genetics of each episode feel as different as each relationship he has is. Also, along the way we are introducing other characters into it who aren’t from the HD Cutz stable. For instance, Timothy Weah, a US international playing over Lille, the son of the only African player to ever win the Ballon d’Or, and a female client in [Canada international] Kadeisha Buchanan.

“It’s about ensuring that the stories aren’t just about his relationships that exist, it’s about broadening it out and using it as a different and interesting vehicle. A unique proposition.”

This includes mirroring Edwards’ hectic lifestyle in the way the show is edited together: To be able to move around and have that sense of movement and momentum throughout was really, really important because it runs parallel to him. He’s always on the move. If you follow him on Instagram, he’s never in one place for more than an hour. He always seems to be up at 4am in Germany or in Spain, or driving to Manchester. Creatively, we wanted to make we followed that.”

That “unique” approach has its benefits in getting the stars to open up, according to Craggs: “The facilitation of the haircut makes them relaxed. When you do a normal interview with a footballer, all the media training comes flooding back and you get very few answers. But actually, because they’re in this relaxed setting and Sheldon’s not nailing them to the wall about kind of where their next club move is going to be and what they think about political issues, you just get this incredible warmth.

Abraham chimed in, mentioning the moment in episode one when Paul Pogba showed Edwards videos he took after France’s World Cup win: “It’s just absolute gold, but I don’t think a traditional interview would get that. Even if you asked for it directly.”

Craggs continued: “I think that that’s a testament to Sheldon and the fact that he has built up those relationships and that trust over a long period of time which has led him to be able to extend that question. On the day, to be totally truthful, he didn’t ask have you got any videos and the phone came out straight away. It was more, World Cup 2018, what was that like? And then he goes well, I’ll tell you. This is what it was like.”

While these moments from footballers may be what draws audiences, Craggs believes the real star of the show is Edwards himself: “The crux of it is this barber who has a huge personality and this ability to bring great stuff out of people and build up relationships.”

In the end, that is the story that FIFA wants to tell with HD Cutz, Abraham explained, how it is bigger than just a sport: “Sheldon is someone we want to hero. By any measure, he’s achieved great things just through hard work, and that’s the sort of person that we want to celebrate on the platform. Football in its weird way has contributed to his success, not the traditional way that football contributes to someone’s success, but it’s football doing good.”