Producer and Director Tom Edwards Goes Behind the Scenes with Some of Music’s Hottest Names
In the age of social media, celebrities have become more than just a face on a screen or a picture in a magazine — the likes of Instagram, Twitter and Tik Tok offer fans a deeper level of access to their favorite stars. These days what happens off-camera is arguably more alluring than the outcome of the production itself. Fans want to see celebrities, movie stars, and musicians in their rawest form.
The world can’t help but wonder, “What are the world’s most popular performers really like?” “What really happens on a Hollywood set?” It’s these questions that UK-born and Shanghai-bred producer and director Tom Edwards set out to answer when he launched Secret Film Service, a production company that focuses on delivering next-level behind-the-scenes video content.
“I’ve always enjoyed watching behind-the-scenes footage on projects I admire,” Edwards says. “It brings you into the experience and spotlights the essential individuals who help bring the pictures to life. That alone is very inspiring to me.”
Edwards recognized that not only is behind-the-scenes content compelling for both fans and creatives, it’s also an incredibly potent marketing tool for upcoming releases. After seven years of living in the US, and working on hundreds of sets, Edwards noticed that a lot of productions were missing a trick, leaving valuable promotional content undocumented.
Through Secret Film Service, Edwards employs his creative vision and production savvy to truly bring projects to life. The content that SFS obtains is utilized as an additional marketing resource that allows projects to boost distribution, attract new viewers and ultimately generate loads of hype for the upcoming release.
“Great projects, events and stories should be shared and remembered,” Edwards shares. “My intention with each project is to capture a cinematic, yet meaningful perspective from the start of production to the finish.”
Secret Film Service’s reputation spread quickly through the music world, with high-profile clients recognizing the power of sharing behind-the-scenes footage. Universal Music Group, home to some of the most iconic and influential brands in music, hired Edwards to film exclusive content of singer, model and YouTube sensation Pia Mia.
The shoot followed Pia Mia on the set of “Good Luck,” a collaboration with English DJ James Hype that has reeled in over 360,000 views on YouTube to date. Edwards shadowed Pia Mia on location in Downtown Los Angeles, capturing candid interviews and glimpses into the singer’s personality on set.
Recalling the shoot, Edwards says, “I really wanted to give fans some insight into the life of Pia Mia as an artist. It was important to capture her prepping for the day, discussing creative choices with her team, and coordinating her vision with the director.”
Executive producer Nicole Acacio was quick to spot Edwards talent and professionalism. The industry veteran, known for her work on national commercial spots with brands such as Target, Canon and Jenny Craig, along with music videos for top artists including Red Hot Chili Peppers, Katy Perry and Jay-Z, enlisted Edwards and SFS to capture footage for her next big production with hip-hop superstar Cardi B.
Edwards was tasked with capturing Cardi B’s most genuine moments on the set of the newest campaign for Coin Master, the top-grossing mobile game in the UK and Germany, with over 100 million downloads worldwide. Edwards compiled the Cardi B footage into a highlight reel of key moments throughout production, using his experience and on-set smarts to snag vital footage.
“As a behind-the-scenes videographer it’s important to be there at the right moment, at the right time,” explains Edwards, “knowing how to maneuver on set and understanding the dynamics of who does what, so you can move confidently and not shy away from getting your shots.”
Edwards’ cool and confident demeanor on-set put him in league with Cardi B’s management team and lead videographer Mario Fierro. Cardi B’s birthday party, a highly anticipated event, was on the horizon and the team needed additional photographers to document the festivities. Before he knew it, Edwards was jetting off to Las Vegas to prepare for the big event.
“When Cardi B wanted to film her birthday party, Tom was the first one who came to mind,” says Fierro. “I know if Tom’s there, no important moments will be missed. He has an eye for beautiful shots and does everything possible to get them.”
On location at the famed Area 15, Edwards coordinated with Cardi B’s management team to ensure camera operators were stationed correctly to capture key moments, including Cardi B’s entry, the birthday cake reveal, and spotlighting VIP tables to convey the magnitude of the celebration, with huge names such as Megan Thee Stallion, Kylier Jenner, and Floyd Mayweather on the scene. The event was a resounding success for Edwards and Secret Film Service, with over 13 million Instagram viewers celebrating an elated Cardi B.
By now Edwards is quite at home on the set of major productions. His intuitive eye and unobtrusive presence have made Secret Film Service the first choice of many music video productions seeking cinematic behind-the-scenes content.
In addition to his work with Cardi B and Pia Mia, Edward’s impressive resume is bolstered by major music video projects, including Spanish pop-star Enrique Iglesias’s “EL BAÑO,” Joey Montana and Sebastián Yatra’s “Suena El Dembow,” and Becky G’s “Zooted,” featuring rappers French Montana and Farruko.
Recently Edwards has expanded the scope of Secret Film Service to accommodate private and corporate events for major brands such as Elon Musk’s SpaceX and the internationally-acclaimed San Diego Comic-Con. But while the reputation of Secret Film Service is undeniably on the rise, Edwards is determined to keep his company close to the heart.
“If a project doesn’t resonate with me or fit with the Secret Film Service brand, I won’t take it on,” the director states. “I want to get behind projects that inspire positive change, projects that are unique and inclusive, and offer a voice for everyone involved.”
Boasting a remarkable body of work to date, we can’t help but wonder what’s next for this talented director and producer. Unfortunately, Edwards’ most recent project with Black Box, a modern marketing agency designed for the music industry, is still under wraps. However, he was able to divulge that it involves exclusive interviews and insights with actress and singer/songwriter Rita Wilson, six-time Grammy Award nominee and Rock and Roll Hall of Fame inductee Jackson Browne, and other notable artists.
Careful not to let any details slip, Edwards did say this: “Process is everything. It’s important to let individuals speak about their experiences on a project. Documenting this journey is very exciting, and is rewarding when revisited in years to come.”
While the end result of a project is often what is celebrated, the final product is only one part of the story. There is a treasure trove of incredible content on any given production set, and creatives like Tom Edwards are doing their part to share the whole picture. Aside from working on several film, music and TV projects, Edwards has also been tapped to be a judge of the upcoming Aflemha Film Festival where his wealth of industry knowledge and keen eye for top notch work will assuredly come in handy.
