We caught up with the brilliant and insightful Mortinno Morton a few weeks ago and have shared our conversation below.
Mortinno, appreciate you joining us today. Naming anything – including a business – is so hard. Right? What’s the story behind how you came up with the name of your brand?
mXquared Studios is derived from my artist name. My full name is Gabriel Mortinno Morton, but I found Mortinno Morton to be very artistic, so I decided to use it as my industry name, omitting Gabriel. After establishing the name as my brand, it felt gratifying, as most people assumed it was a nickname due to its unique sound. When I decided to start my own company, I was asleep one afternoon, playing with names in my dreams. I initially considered using my initials, such as “MM Studios” or “MGM Studios,” but discovered that these names were already in use by other companies.
Months passed as I continued dreaming and brainstorming for the perfect name. One night, while lying in bed without consciously thinking about the company name, I heard “M-squared.” The concept of two “M”s forming Mortinno Morton, akin to a mathematical expression, struck me. I embraced this idea and began experimenting with words, finding the “squared” aspect particularly appealing. However, when I eventually decided to register my company, I found that “M2,” “M-Squared,” and “MM” were all taken by existing studios with established logos and online presence. This realization left me disappointed, as I wanted a name as unique as my artistic identity.
Determined, I continued to play with words that maintained the desired sound but had different spellings. After numerous attempts and repeated online searches, I finally created “mXquared Studios.” This name was unique, combining “m to the power X,” where “X” replaces “s” phonetically, and the lowercase “m” represents the squared factor, much like in mathematics. This revelation made everything clear. Enthusiastically, I began envisioning the logo and color scheme, which became vividly apparent.
With no hesitation, I registered mXquared Studios. Today, it stands as my company’s name, and I cherish it because it represents my identity, Mortinno Morton, which I hold dear.
Mortinno, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
I am recognized by the appellation Mortinno Morton, yet my complete legal name is Gabriel Mortinno Morton. I work as a film director, editor, and producer. I am the founder of mXquared Studios a production company based in Accra Ghana. As a visionary filmmaker, my mission is to touch hearts and minds through thought-provoking storytelling and innovative cinematic techniques.
I craft narratives that are strikingly and socially relevant, making sure each petrified story is not lost, forgotten, nor erased. Between capturing the forgotten, erased, and present I am able to build on futures unhinged from the continued afterlives of the past. I tell stories with the aim of changing the way in which storytelling is framed. I go beyond the dominant narratives and create futures that I and others are discouraged from desiring.
I think of Bob Marley, who did not make music simply to entertain instead he used his talent as a means to craft bridges of unity and generate consciousness. His famous words ‘free yourself from mental slavery’ is still a relevant tune that continues to play and plague colonial countries and continents. Music in Bob Marley’s case functions as an agent of change, confrontation with the past and present in order to present communal futures. Through a platform of sound futures were found. Bob Marley got into the hearts and minds of the world in which we could no longer sit down. We have to get up and stand up for our rights. Film is my means of not giving up that fight. A fight in which I am able to recreate, reimagine, and visually bring those relevant stories to life for global visibility.
Inspired by that same power of music is what I integrate into my cinematic work in which futures are possible while re-framing the past narratives of the marginalized. Film moves the mind, body, and unity of connections globally. I hold the view that filmmaking emanates from our imagination and ideas, ultimately translating these mental constructs into tangible representations of life. It gives us something to talk and think about beyond our local realities. It frames many perceptions without the inception of a dominant scope when many creatives are given a platform to share their world.
Filmmaking has been a long-standing aspiration of mine since childhood. It has been a way for me to forge my own path of creative expression while confronting various social issues that are often overlooked within my local region. Born and raised in Accra, Ghana surrounded by beauty, creativity, and nature whilst being in the midst of a dynamic capital has allowed me to understand and see many realities co-existing at the same time. My journey as a filmmaker in West and East Africa has been remarkable within the film and television realm. I have traveled to many places and spaces through film. Film, ignited a fire in me since my childhood to see the world. Most importantly, I wanted the world to see Ghana and Africa in the way that I see it rather than the diminutive narrative imposed upon them by Western hegemonic discourse through cinematic power and capital. It has always been my dream. I change that frame of dominance and create room for many framed possibilities. As “film influences our perception (Wahrnehmung) of the intersections between the aesthetics of art and society” (Yengde, 2108, p.2). My work and expertise are not only to re-frame, transform, and challenge knowledge but it is to shift perceptions embodied by the aesthetically defined Western society deemed superior to viewing. Through film, I am able to access many worldly perceptions that have constituted some of the most impactful moments in my life.
My creative portfolio encompasses an array of documentaries and fictional works, notable among them being “Spirits We Dance, Unplugged, God is African, IF ONLY, The Burial of Kojo, Ghana’s Most Beautiful, EKWA, and Daughters Dreams, to list but a few illustrious creations. These films, stemming from a unique perspective, have gained attention for their impactful themes.
My filmography encompasses both critically acclaimed gems and films that resonate widely with audiences. This blend has solidified my position as a prominent figure in the world of filmmaking. Notable international film festivals like the Africa Movie Academy Awards, FESPACO, Ghana Movie Awards, Montreal Film Festival, Australia Inspirational Film Festival, Cannes Film Festival, and others have shone a spotlight on my distinct voice and boundary-pushing creativity.
My cinematic journey is propelled by my passion, commitment, and love. It’s through these driving forces that I have reached my current exalted position as the preeminent editor in Ghana, as adjudged by the prestigious Ghana Film and Television Crew Awards of 2023. For me, the magic of cinema lies in its ability to challenge conventions while retaining the soul of storytelling. I remain solidly committed to my pursuit of captivating global audiences.
This experience has fortified my unwavering belief in the potency of the media’s influence. Media, film, and technology are able to shape futures that reframe past temporalities. It is hard to deny the impact of film and perhaps it is why I have taken this route. I strive to make an impact in my work through the lens of a world that remains exploited for other nations to maintain profit.
I remain solidly committed to my pursuit of captivating global audiences. My work strives not only to entertain but also to reshape perspectives and ignite meaningful conversations. As a filmmaker, I pledge to share stories that echo within the very core of the human experience.
Can you open up about how you funded your business?
Funding my business has always been a struggle till this very moment but slowly I am getting there.
I began my journey as an independent filmmaker without the backing of a company or a structured business plan. My passion for the art was my driving force, and I did not initially consider the financial sustainability of my pursuits. My sole ambition was to become a renowned filmmaker in Ghana and internationally.
Initially, I prioritize fame above everything else. However, as I began to make strategic decisions about my career and sought ways to develop my craft and brand, I realized that fame should be a secondary consideration. Without financial stability, fame is as futile as an incurable disease. I learned that true fame stems from making a significant impact on society, which, when recognized, brings not only recognition but also financial rewards that sustain one’s career.
Armed with this knowledge, I decided to market myself as the brand while keeping my company aspirations in mind. It was challenging to promote my company, mXquared Studios, as I was better known personally. Often, when I approached opportunities under my company’s name, I faced bureaucratic hurdles I was not prepared for. Thus, freelancing became my initial path forward.
A pivotal moment occurred in 2021, post-COVID-19, which significantly transformed my career. Since 2019, I had been volunteering as a film tutor and coach in Kibera, a slum in Kenya, with an NGO called Tunapanda Institute. After the pandemic, the institute secured a contract with GIZ to create e-learning content on an online open-source platform which required content creation for online learners. The institute approached me to train their students to produce e-learning content, and this opportunity was a paid contract, unlike my previous voluntary engagements. However, I could only bid for the position as a company. At that moment, mXquared Studios, which I had registered, became crucial, and I applied for the position in the company’s name.
As part of the contract, I had to produce content for the platform. I hired a crew in Kenya and rented equipment for the shoot. However, as soon as I realized the financial burden of hiring a crew and renting equipment. This experience underscored the importance of financial management in running a business, as relying solely on passion could lead to financial ruin.
Pausing the shoot allowed me to reconsider my approach. I realized that the funds allocated for equipment rentals and crew payments could be better invested in purchasing my own equipment, leading to long-term savings. Consequently, I acquired the essential equipment for the project. To provide the students with practical experience, I decided to use the students themselves as the crew, which was more cost-effective. Although I paid them, the overall cost was lower than hiring professionals, and the output quality was comparable as I supervised the entire process meticulously.
Upon returning home, equipped with my own company assets, I was able to elevate mXquared Studios in industry conversations. I now had tangible resources to showcase and could pre-finance productions for clients by hiring freelance crews as needed.
Have you ever had to pivot?
As a filmmaker in Ghana, I faced numerous challenges to break into the mainstream, often lacking support from industry colleagues and family. My journey began independently, driven by passion but without a business plan. Initially, I sought fame, but I soon realized that financial stability was crucial for sustainable success.
Being able to travel out of the Ghanaian settings and traveling around Africa opened my way of thinking and started seeing things from a different perspective it became clear to me that what I knew in my space was not the same everywhere so keeping myself in that box of know-how was the biggest mistake in my career. Exploring different cultures and different countries ignited my career purpose.
In 2021, after COVID-19, my career took a significant turn. Volunteering in Kenya with the Tunapanda Institute led to a paid contract with GIZ to create e-learning content. This opportunity required me to bid as a company, highlighting the importance of having my company and how I intend to achieve the task.
During the production period in Kenya, I encountered high costs for equipment and crew. Paying a day for production was too much to begin with as a freelancer.
I pivoted by purchasing my own equipment and using the same students I was mentoring as a crew to achieve the same result I had with the previously hired crew which was more cost-effective. This experience underscored the value of strategic planning and adaptability. Equipped with my own assets, I elevated mXquared Studios and secured a sustainable path forward.
Contact Info:
- Website: https://mortinnomrn.com
- Instagram: https://www.instagram.com/mortinno_/
- Facebook: Mortinno Morton
- Linkedin: https://www.linkedin.com/in/mortinnomorton
- Twitter: https://x.com/mortinnom
- Youtube: Mortinno Morton
Image Credits
mXqaured Studios