Co-founder of the high-octane independent Propaganda Films, which, by 1990, was producing 1/3 of the music videos made in the United States and enjoying similar success in feature films (Madonna's "Truth or Dare" 1991) and with both TV commercials (Calvin Klein's "Obsession", directed by David Lynch) and series (Fox TV's "Beverly Hills 90210").After completing studies at Berkeley on a Fulbright Scholarship, the Iceland-born Sighvatsson met aspiring producer Steve Golin while both were studying at the American Film Institute. Together the two founded Propaganda and carved a very comfortable niche for themselves in music videos, a business scorned by many in Hollywood. Sighvatsson and his partner ran with this opening all the way to the bank, garnering revenues of $20 million on music videos alone by the early 1990s and clients ranging from Janet Jackson to Fleetwood Mac. Their subsequent expansion to feature films and TV has increased Propaganda's take to upwards of $80 million and led to such acclaimed offbeat fare as Lynch's "Wild at Heart" (1990) and "Heat Wave" (1990), a TV-movie about the Watts race riots of the 60s.
Profession(s):
producer, director
Sometimes Credited As:
Joni Sighvatsson
Sigurjon Sighvabson
Sigurjon Sighvatsson
Education
American Film Institute Los Angeles, California
University of Iceland Reykjavik, Iceland BA English 1978
University of California at Berkeley Berkeley, California MA film 1981
1991 Produced film in his native Iceland without Golin, "Ryd/ Rust"
1990 Co-executive produced TV-movie for TNT, "Heat Wave"
1988 Co-produced (with Golin) first feature for their Propaganda Films, "The Blue Iguana"
1987 Co-produced (with Golin) first feature film, "Private Investigations"
1985 Founded Propaganda Films with Golin
1983 First worked professionally with Golin on the feature film, "Nickel Mountain"
1978 Moved from Iceland to the USA
Met Steve Golin at American Film Institute (AFI)
Made a screen version of the William Inge play, "The Glory in the Flower" while at AFI
Directed Iceland's stage production of "Little Shop of Horrors"
Worked as an associate producer (along with Golin) on two low-budget features for the Patel/Shah Film Group, "Hard Rock Zombies" (1983) and "American Drive-In" (1985)
Served as producer and executive producer on over 150 music videos and advertisements for performers such as Madonna, Janet Jackson, Don Henley, Prince and Guns N'Roses, and sponsors including Nike, P
Acted as producer of popular Fox-TV drama series, "Beverly Hills 90210"
