"Quality, originality, consistency." - David Herrera
Rebus101 is the graffiti "pen name" for musician, graphic novelist and filmmaker David Herrera. He began making films at University of California, Berkeley's Film Department with Cannes & Sundance winner Rob Nilsson, co-writing the GreenCine Film Festival Award winning feature film "Security". Herrera was soon accepted at Tisch (NYU Film School) where he wrote, produced, and directed an unofficial music video for Radiohead's "How To Disappear Completely" which continues to attract more than a million YouTube views and excellent viewer ratings. Hired out of film school by music video veteran Bill Fishman, Herrera co-wrote the concept for the music video remake for Rick Springfield's "Jessie's Girl" and went on to produce a music video for David Byrne's record label artists Zap Mama and Erykah Badu. Herrera formed his own production company Rebus101.com in 2004.
Herrera currently directs music videos for recording artists such as Rye Rye, Diplo, Andrew Bird, members of The Black Keys, The Killers, Of Montreal, The Decemberists, the Musical Director for Beyoncé, as well as selected independent recording artists. Herrera works with both Video Commissioners at major and independent record labels as well as directly with musicians to create video concepts that are spectacular, memorable, and thought-provoking. Herrera's highly conceptual work has been exhibited at Berkeley Art Museum, Pacific Film Archive, and Museum Of Contemporary Art, Los Angeles. He has been profiled in Rolling Stone, Lively Magazine, MVDB.com, The Huffington Post, and Paste Magazine which recently named one of his productions among "The Best Music Videos Of The Decade". He also currently teaches the first class ever offered by UCLA in Music Video Production, all while developing his graphic novel GÖLDEN into a musical feature film.