Eugene Riecansky's office is not what you might expect from someone who has just added Madonna to list of clients. With the noise and smells of the lunchtime rush from the restaurant downstairs drifting through the open windows, few of those tucking into a hearty meal would believe that the pop icon's latest music video was produced just above their heads.

Eugene Riecansky's office is not what you might expect from someone who has just added Madonna to list of clients.

With the noise and smells of the lunchtime rush from the restaurant downstairs drifting through the open windows, few of those tucking into a hearty meal would believe that the pop icon's latest music video was produced just above their heads.

But for the last six years, the father of two has been building up his Rockstar business in Norwich's bustling Exchange Street - and now counts the Sugababes, U2, the Prodigy and Vivienne Westwood among the satisfied customers.

“I have been in the music industry for 15 years. I got into it by doing sleeve designs for record companies and worked with a lot of great bands,” he said.

“I came to Norwich on a stag do and met a girl who then lived in London with me but when she fell pregnant we decided to move. We wanted to live in Brighton but my wife's family are here and so we set up home six years ago and I started the business.”

Mr Riecansky has agents in London and Los Angeles who find clients for him and he can call on freelancers in this country and other parts of the world to help on projects.

The chance to direct one of two videos for Madonna's song Get Together came about because he has done work for her record label Maverick before.

“I shot a video in LA for a band called Clear Static which is also signed to Maverick and I got talking to her manager who is a fan of my work.

“I probably would not have chosen to make something for her because my style is quite dirty and gritty and more rock and roll but that is apparently what she wanted. One of the videos has already been released and my one has just been personally approved,” he said.

He did not get to meet Madonna and is keeping quiet about the budget for her video but says he did get to go to one of her concerts.

Mr Riecansky, who is self-taught, is currently working for the MTV Europe Music Awards and plans to shoot a video for an up and coming Norwich band to add to his show real.

“The music industry is ruthless. It can suck you in and spit you out again if you are not wise about it but it is a great job,” he said.

“I was very lucky because I always had a clear idea of what I wanted to do, I always had a thirst for it.”

Although in the early days he worked on websites for clients, he is concentrating most of his efforts on directing and has completed five music videos.

Usually what happens is he will get a call from one of his agents who then sends him a song which needs a video to go with it.

“I will come up with ideas based around the song and what the band wants. I won't do a storyboard as such but will go through magazine and come up with visual ques to show the client what I want it to look like and perhaps locations where it could be shot.

“I usually work here or in America. I shot a video for Maxim from the Prodigy in Norwich. The trouble with LA is there are a lot of rules and regulations and you need permits for everything. It is a bit more relaxed here.”

And of his unusual office, Mr Riecansky, who is married to Jules and father to Noah, six, and Harley, four, said: “I like the fact that people can walk by and not have a clue what is going on up here.”

To see more of his work visit www.rock-star.co.uk.