You read that right, it's Onda (no relation to DONDA) leading the creative charge. ⁠ ⁠ You've probably seen some of Onda's impressive work without knowing. Even if not, he's off to a great start: his first-ever music video — the visual for Pusha T's "Diet Coke" — is already nominated for a VMA.

⁠ If you're wondering where the name came from, let me reiterate that it has nothing to do with DONDA or anything Ye-related.

Simply put, Onda believes names are integral to success so at a young age, he decided to replace his birth name with a new title.

Onda's favorite sample of all time is Cassiano's "Onda," which appears in NxWorries' "Link Up" and a few other tracks.

"Onda" also just happens to mean "motion of water," adding another level of depth to Onda's new moniker.

⁠ After meeting Kanye West through Diddy, Ye was so impressed by Onda's work and name that he insisted on mentoring the young creative.

Ye even once told Onda, "I'm Pai Mei, and you're Beatrix," in reference to Uma Wang's mentor in Kill Bill.

⁠ Onda came from humble beginnings, born and raised in low-incoming housing in Miami. Eventually, he made it to college and studied business.

But even that had its ups and downs: he flunked out at first, but returned and made dean's list, eventually graduating with honors. ⁠ ⁠ Afterwards, Onda continued his education by pursuing a master's at USC film school. He was quickly told not to waste his money by a teacher, however, and was encouraged to instead begin pursue his directorial dreams immediately.

From one inspiring mentor to another, everything's coming up Onda.

How’d you get your start?

Onda: I started off editing videos for Will Smith’s production company and then I was recruited to work on Diddy’s team.

It wasn’t until this party where Ye pulled up and he was like, “Bring me that photographer. I need him."

How was working with ‘Ye on Diet Coke?

"Diet Coke" was such a cool video because it was probably the first time Ye has been that happy in a video since, like, "Otis."

Where did you learn your trade and hone in your sense of style?

I had to rely on myself to learn things. YouTube University! You can find everything. But I also watched a bunch of movies to find my style."

What do you say to those that reach out to you about breaking into the industry as a creative?

The question is, "How do you stand out? How are you are you different?"

I push any creative that DMs me to either move to gain a new perspective or do a bit of everything to see what you actually like.

There are a million people doing this shit. A lot of people think they want to direct until they're on set with 100 people and they shit the bed.

It’s about being prepared.

What To Read Next

  • Image on Highsnobiety

    Archival Clothing Has Never Been Hotter & Bikkembergs Wants in

    Style
  • Image on Highsnobiety

    No, the Falling Models at Valentino SS23 Were Not a PR Stunt

    Style
  • Image on Highsnobiety

    Namacheko Quietly Steps Into the Sneaker Game

    Sneakers
  • Image on Highsnobiety

    Kim Kardashian's Skincare Brand Dropped More Things You Don't Need

  • Image on Highsnobiety

    Manifesting Your Best Life in Six Steps

  • Image on Highsnobiety

    Robert Pattinson Is the Gift That Keeps on Giving

    Culture
*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to info@highsnobiety.com

Web Accessibility Statement

Titelmedia (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titelmedia strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titelmedia has engaged UsableNet Inc, a leading web accessibility consultant to help test, remediate and maintain our Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.

Disclaimer

Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at accessibility@highsnobiety.com, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.