RONI SHAO is a director from Shanghai. He is known for bringing alive stories of young ones through content, music video and commercial, with categories spanning music, street art, fashion, and sports.
Out of his passion for music and youth culture, Roni started as a DJ at age of 19 before landing in W+K Shanghai as an art buyer in 2010. He joined VICE China in 2015, where he started to direct and produce VICE & i-D contents as well as branded contents. Since 2017, Roni has been an independent director.
Camera is a tool for Roni to participate in young people’s life, be it mundane or exciting. Roni loves getting himself immersed among modern young Chinese, and observing their world from an entirely refreshing perspective.
