Today we’d like to introduce you to Jose Duran Rendon
Hi Jose , can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
I’ve been drawn to art for as long as I can remember. Growing up in Mérida, Venezuela, I was raised by my grandparents, Luis Rendon and Irma Espinoza. They were incredible people, together for so many years, and they shaped a big part of who I am. Life in Venezuela was intense—you grow up fast when you’re surrounded by protests and a country fighting for change. I remember going to a protest with my mom once, and a shootout started. Moments like that weren’t out of the ordinary; they were just part of life. Experiencing all of that at a young age didn’t make me fearful—it made me observant. It gave me a deep understanding of people, emotions, and stories, which would later influence my approach to art.
In 2017, when I was 17, I moved to the U.S. and landed in Alpharetta, Atlanta. I didn’t speak a word of English at first, but I learned in five months. It was a huge shift—new culture, new way of thinking, a completely different pace of life. And of course, I missed home. Over the years, my grandparents passed away while I was here, and that distance—being far from where I grew up, from the people who raised me—was something I carried with me.
After high school, I felt stuck. I wanted to go to college, but as an international student, tuition was ridiculously high—three times what in-state students paid. I knew I wanted to create, to learn, but I didn’t know how or where to start. And then, in 2021, everything changed.
On June 19, 2021, my best friend and brother, Leonel Medina, passed away. Losing him was the hardest moment of my life. At that time, I was already struggling with the feeling of not knowing where I was headed. As an immigrant, there’s always pressure to figure things out quickly—to build stability, to help your family, to survive. But after Leonel passed, none of that mattered to me anymore. It forced me to take a step back and ask myself what I truly wanted. And for the first time, I realized I didn’t just want to survive—I wanted to create.
I had always loved art, but I had never felt an urgency to make something of my own until that moment. It was like losing Leonel woke something up inside me, a need to express everything I was feeling, to turn my emotions into something tangible. A few months later, I went to visit friends in Orlando, and that’s when my friend Iram Hevia pulled out an old camcorder. It was simple, nothing fancy, but when he showed me how it worked, something clicked. I was hooked. I came back home and bought the same camcorder, and from that moment, I started filming—not for money, not because I had a plan, but because I needed to. It was the first time I felt like I had an outlet for everything I had been carrying.
I started releasing my work under the name JD Productions, which was going to be my first official production brand. I taught myself editing, color grading, 3D art—using Premiere Pro, After Effects, DaVinci Resolve, Blender. I had no roadmap, just curiosity and the urge to build something from nothing.
A few months later, I went to a freestyle rap event in Dallas and met Eden Arte. The connection was instant. That same weekend, we shot a music video for his song “Bendecido” at my place in Austin. That collab turned into a full-blown creative project—complete with a comic-style video and a live concert. It was pure, raw collaboration, and it showed me what was possible when artists come together with trust and vision.
Around that time, I met Saul Gamez, and everything evolved. He’s from Nicaragua, I’m from Venezuela—South and Central America. We realized we shared the same drive to support artists, and we came together to turn JD Productions into SouthCentral Co. Our mission was (and still is) to help artists grow, build community, and create work that lives beyond a single post or moment.
That concert project was also where I met Gio VSC and Loreana. I worked with Loreana under JD Productions, creating the music video for her song “Dije Nah.” But with Gio’s album Coalgate, it became much more than just video work. Under SouthCentral Co, we’re not only producing the visuals for the album—we’re also distributing it and creating original printed comics inspired by the themes in the project. That’s what SouthCentral is about: bringing big, imaginative ideas to life, and helping artists reach people in unique, impactful ways.
For me, creating has never been about following a formula. I don’t work on projects just because. I create when something hits, when there’s an idea that feels like it needs to exist. My work is heavily influenced by abstract art—especially the expressive style I grew up seeing in Venezuela, and artists like Jean-Michel Basquiat. I like mixing texture with emotion, chaos with clarity. That’s where I feel most honest.
Looking ahead, I want to become the face of film in Austin. There’s so much energy and talent here, and I want to be a part of pushing it forward—telling stories that matter, and doing it in ways that feel fresh, real, and completely original.
This is just the beginning.
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?
The road has definitely been anything but smooth, but I think that’s what’s made me who I am. Every step of the way, I’ve had to figure things out on my own—whether it was learning a new language in a matter of months after moving to the U.S., navigating life without my grandparents who raised me, or trying to find my path when traditional routes weren’t an option.
One of the biggest challenges has been stepping into the world of filmmaking without any formal training or connections. I didn’t go to film school, I didn’t have a mentor guiding me, and I wasn’t handed opportunities—I had to create them. I had to teach myself everything from scratch, from editing to 3D art, and that meant making mistakes, experimenting, and constantly pushing myself to improve.
But the hardest part wasn’t just learning the skills—it was believing that I could do this, that I didn’t need permission to be an artist. There’s always pressure to follow a “safe” path, especially as an immigrant where survival often takes priority over creativity. But I realized that making art wasn’t just something I wanted to do—it was something I needed to do.
Now, every challenge I’ve faced has become part of my storytelling. My work isn’t about following trends or fitting into a certain style—it’s about creating from a real place, about turning everything I’ve been through into something that lasts. And I’m just getting started.
Can you tell our readers more about what you do and what you think sets you apart from others?
I’m a filmmaker, but more than that, I’m an artist who tells stories in raw, immersive, and unconventional ways. My work is deeply inspired by abstract art—both from my roots in Venezuela and from artists like Jean-Michel Basquiat. I love creating visuals that feel surreal, textured, and alive. I blend videography, editing, and 3D art to build worlds that live outside the ordinary, where emotion drives everything.
What sets me apart is that I don’t follow trends or create just to put something out. I make art when I feel something needs to exist—when the idea is so real to me that it demands to be brought to life. My work is known for its gritty yet cinematic feel, a balance of chaos and control—like a moving abstract painting. I’ve worked with artists like Eden Arte, Gio VSC, and Loreana, turning music videos into full creative experiences with their own visual language and storytelling.
I’m most proud of the fact that I built everything from the ground up. I had no film school, no roadmap—just a camcorder, my drive, and a deep need to express myself. That journey led me to co-found SouthCentral Co, a creative company I run with my partner Saul Gamez. We started it with the mission of helping artists—especially those from underrepresented backgrounds—bring their visions to life. Right now, SouthCentral is producing and distributing Gio VSC’s Coalgate album, and we’re also developing printed comics based on the world and themes of that project. It’s exactly the kind of work I’ve always wanted to be a part of—where art meets culture, and creativity meets real impact.
Now, I’m working toward something even bigger: becoming the face of film in Austin, pushing boundaries, building a community around meaningful storytelling, and showing what’s possible when you create from the heart.
How can people work with you, collaborate with you or support you?
I’m always open to collaborations—whether it’s working on a full project, exchanging creative ideas, or just building something spontaneous from scratch. I really believe creativity is at its best when it’s shared. I love working with people who bring their own energy, perspective, and vision into the process. If someone has an idea—no matter how big or small—I’m always down to explore it and see what we can make together.
People can reach out to me directly through Instagram @josedduranr or by email at josedduranr@gmail.com / jd@southcentral.live
And if you’re an artist looking to develop something more structured—like music videos, creative direction, distribution, or something completely outside the box—you can also reach out through SouthCentral Co, the creative company I co-founded with Saul Gamez (sg@southcentral.live). SouthCentral was built to support artists, especially those who don’t always get the spotlight, and we’re always looking to grow our community through meaningful collaborations.
Whether it’s personal or through the company, I’m here for anything that feels real, creative, and worth making.
Pricing:
- Starting at $99 but it always depend on the project
Contact Info:
- Instagram: https://www.instagram.com/josedduranr/
Image Credits
Pictures taken by me
Saul Gamez and Gio VSC as models
