THE brain behind music videos for Cherine Anderson's Make-up Sex, Morgan Heritage's Saddle Up and Hot Gal Today by Sean Paul and Mr Vegas, Kevin Lee was once an in-demand director.

Now 41 years old, Lee told Splash that while he still does music videos, his main focus is producing television shows.

"I am very selective as it relates to directing a music video. The song has to be sending a positive message as too often our children are being fed with negativity through songs," he said. "I love working with young acts as they are usually on time, they follow instructions well and most times their lyrics are clean."

The diminutive Lee stressed the importance of clean lyrics for a good music video.

"There is a strong connection between the video and the lyrics, a good story helps to make a good video. There is too much of one thing in dancehall, it's either sex, gun or drugs," he said.

Lee also lashed out at some local disc jockeys, claiming that they are not giving good music a chance.

"It is all about what goes into their pockets. We know the morals and standards in the music industry is rapidly fading," he said.

Among Lee's television productions are The Ity and Fancy Cat Show and The Innovators. He is also working on a new series called The Jamaica Best School Band Competition for high schools.