Daily Times

Pakistani show director Sadia Siddiqui is a show director and now a critically acclaimed choreographer, initially based in London and now in New York.

She is up against veterans in her profession but does her work with grace and aplomb. She is working in a market which sees a plethora of events happening every now and then and we wonder if her hands are full.

“I usually only take projects where I can manage the entire production and not just the choreography,” she says, while talking exclusively to Daily Times.

Sadia Siddiqui started her career 15 years ago from a modeling agency. Later she started directing shows and choreographing. Having worked abroad only most of her life, it was only recently that she picked up a project in Pakistan – the prestigious PFDC fashion week, which was previously choreographed by Hassan SheheryarYasin.

‘I believe the Pakistani market is very maneuverable and has a lot of opportunities, not just in choreography but in show productions as well’

“When I came into PFDC, I did not come in to fill anyone’s shoes, because I don’t think that’s possible since everyone brings something new to the table and everyone has their own ideas, individuality and way of working so the idea of filling someone else’s shoes doesn’t exist for me. When we talk about pressure to deliver, there’s always pressure to deliver, whether its PFDC, whether it’s Fashion Parade or any other project that I’m working on, I feel there’s always pressure to deliver because if I didn’t have that sense of urgency and that pressure to deliver then I wouldn’t feel properly motivated to give it my all and deliver my absolute best, so I do feel this pressure in every project but in the end, it is what keeps me going,” she says.

The Pakistani fashion and social market might across as new and alien to Siddiqui but does that scare her?

“As a market, I think Pakistan has a lot of potential and I would like to explore it a lot more. I do not just want to limit myself to choreography, but I do want to involve myself with other brands. I believe the Pakistani market is very maneuverable and has a lot of opportunities, not just in choreography but in show productions as well,” Siddiqui says.

Most choreographers and even directors try their hands in various mediums. Small screen, films, fashion shows, events, etc. We wonder if Siddiqui would fledge out into other mediums as well.

“I haven’t really had a chance to take part in the music video choreography as the opportunity never arose, but, I think when you’re creative, you can translate that into any field, like when I see different music videos, I randomly make critical analysis of them. So yes, the idea of music video choreography does appeal to me and I may take part in it in the future.

Sadia Siddiqui is up against veterans in her profession but does her work with grace and aplomb. She is working in a market which sees a plethora of events happening every now and then

Talking about learning tricks of the trade during her career, she says, “With choreography all you have to do is guide where the models will be and what they will be doing and there are not many tricks you can apply to that. Show production, however goes way beyond that as it involves the music, look, theme and every aspect of the show. You have to put the show together in a way that everything blends together. There are some things that I’m very particular about. I feel the model selection has to be right and the music needs to fit the theme. I feel the timing has to be right and the consistency. These are some of the things that I never compromise on.

Siddiqui says the demanding career she has opted for requires one to exercise extreme patience and over the years, she’s learned to cultivate that.

“Generally, I’m very particular about who I work with. If I feel a client and I are not on the same wavelength and they aren’t behaving in a certain manner, I wouldn’t go forward with them,” she makes it clear.

Siddiqui is considering doing the American version of Fashion Parade in NYC next year which she organised in London previously.

Published in Daily Times, November 30^th 2018.