“While a good song tells a thousand words, a good video amplifies it to tens of thousands.”
– Portable, 2010
Just kidding, he never said that.
The concept of music videos is as old as the words themselves. From MTV launching in 1981 after years of experimentation to officially listing directors with artists in 1992, innovation has never ceased in the music industry. Down to Afrobeats, where “super sounds” and “Da new live beats” aired in the ‘90s showcasing music videos that shines more light on artists and initiation of NMVA in 2007, ushering in a new era where music videos were seen as a critical element of an artist’s creative process.
Music videos have always been an integral part of the music industry, and so much so, in today’s digital age where visual contents dominate. They serve as powerful tools for artists to connect with their audience on deeper levels, leaving lasting impressions that go beyond just the audio, opening the audience up to a chunk of imaginative imagery and expression. With platforms like YouTube, Vevo, and social media sites allowing easy access to a global audience, music videos have the potential to reach millions of viewers and skyrocket an artist’s visibility.
Visual storytelling is powerful, it can evoke emotions, convey messages, and enhance the overall impact of a song, particularly creating a visual representation of the artists’ expressions. Music videos provide artists with a medium to express their creativity and showcase their artistic vision in a way that resonates with their fans.
What happens around the music video elevates it, the combination of captivating visuals, choreography, fashion choices, and compelling narratives can transport viewers into different worlds and leave them craving more. Take for example, Victony and Mayorkun’s Holy Father music video, that sent social media into a frenzy over the amount of creativity that went into it, directed by TG Omori who is popularly known as Boy Director, the video see Victony in a crashed plane which could be a call back to the singer’s ghastly accident back in April 2021 with Mayorkun driving to the supposed scene to rescue him. Genius stuff.
In addition, music videos offer artists the opportunity to establish their brand identity by visually representing their unique style and personality. Because music videos are not just about the visuals; they also serve as a visual representation of the music itself, and by extension, the artist. The colours, perception of the artist by fans, the persona and aura, the positioning, and the creativity.
A prime example of using music videos in shaping artist perception is the collaboration between Asake and acclaimed director TG Omori. Omori’s visually striking and cinematic videos have played a significant role in establishing Asake as a solid star in the Afrobeats scene. Creating a superhero-like persona for Asake, as seen in only me and organise Omori has positioned him as a larger-than-life figure, an artist who is clearly enjoying his success, not afraid to take risks and at the same time, captivating audiences with his energetic performances and stylish visuals.
Olamide‘s music video for his single ‘motigbana,’ a word literally translated as “I’m on fire” is vintage Olamide. It speaks for its positioning and the artist’s persona. Directed by Unlimited L.A, it depicts African culture, with dance hall vibes, playful lyrics and a gentle flow. And it came at a time when Olamide was being accused of negatively influencing youths over the release of ‘science students.’
Naira Marley‘s music videos for ‘Soapy’ and ‘Am I a Yahoo boy’ say everything you need to know about the artist. Directed by TG Omori, who is known for his viral and controversial videos that often spark debates and memes online, the videos did exactly just that. Featuring leg works and catchy slangs typical of the artist, the videos positioned Naira Marley as an unconventional and street artist.
Davido‘s music video for “Dami Duro” also tells a story. Being from the album ‘Omo Baba Olowo,’ the story behind the song is well understood, but the video made it better. Shot by Clarence Peters, whose videos are known for their stunning cinematography, creative direction, and emotional impact, Peters has a way of telling a story through his videos that leaves a lasting impression on viewers. The video speaks to Davido’s influence and privilege but not undermining his passion for music. It won the best video by a new artist at the 2012 NMVA and a lot of people believed this kick-started Davido’s career.
Moreover, music videos can contribute to the perception that artists are wealthy and successful. Lavish production values, luxurious settings, and designer clothing can create an illusion of unimaginable opulence, reinforcing the idea that artists live a glamorous lifestyle. This perception can attract new fans and enhance an artist’s credibility within the industry.
Amazing music videos have the power to stand the test of time and embed themselves in a lasting music’s culture. They form the collective memories of enthusiasts around the world, creating moments that will be remembered for generations. From D’banj‘s ‘Oliver twist’ to Yemi Alade‘s ‘Johnny’ – these videos not only promote the genres but are also cultural artefacts, inspiring dance references, fashion statements, and countless jokes. Teni‘s ‘Case’ (directed by Dir K) spawned a nationwide trend of lip-syncing and dancing in public spaces, spreading joy and becoming an anthem for how love can make you do stupid things and also, establishing Teni as a vocal powerhouse. By creating music videos that speak to audiences in a profound way, artists can leave a lasting impact that goes far beyond the lifespan of a single release.
Music videos have evolved from being mere promotional tools, to becoming a revolutionary art form. And in an era where social media rules supreme, they provide invaluable content that can be shared across various platforms to engage and grow an artist’s fan base.
Furthermore, music videos have, unsurprisingly, now become essential components of a successful music promotion program, providing artists with a platform to connect with audiences, extend their reach and leave a lasting mark on the music industry. If they take on the power of visuals as the storytelling artists have acknowledged, they can enhance their music, brand themselves, and transcend time and cultural barriers to create unforgettable moments.
What’s more? The visual nature of music videos makes them highly shareable and easily consumed by audiences who are constantly scrolling through their feeds and intentional searches for the trendy fashion statements from their faves.
The potential for virality is also significant, with the right video capturing the attention of influencers or even going viral organically. Ultimately, an artist’s music video is a chance to make a statement and leave an indelible mark on the hearts and minds of potential fans.
Through carefully curated visuals, artists can create a distinct visual aesthetic that sets them apart from others in the industry. This not only helps build recognition but also cultivates loyal fan bases who resonate with both the music itself and its accompanying visual representations.
