Foreign music videos were better than locally produced ones. Despite successes such as: Nico Mbanga (Sweet Mother), Osita Osadebe (Osondi Owendi), Oliver de Coque (Boni boni identity), Mandy Brown (Tax Driver), Onyeka Owenu (One Love), Lorine Okotie (His love is that medicine ), Charly boy (Before Before) Chris Okotie (ABC), Evy Edna Ogoli (Happy Birthday), Felyx and Mozes (Free), Felix Liberty (Ifeoma), Stella Monye (Nigeria go survive), as seen in one of my articles “The blossoming of the Nigerian music industry”, the artists did not achieve the desired impact on the international scene, based among other things on the colossal account of poor video quality.
The 90’s era wasn’t dramatically better than the 80’s, probably in the mid 90’s when the music genre went the way of rap/hip hop and the use of our local language in songs started to make the music industry the music was more entertaining compared to the 80’s. . The Remedies (Edris Abdulkareem, Eddie Montana, Tony Tetwila) fit into it and became the rave of the moment at the time. Plantation Boyz (Tu face Idibia, Faze, Black Face) were amazing and rose to greater heights before the group split. The launch of Tu face Idibia’s solo career with his hit “African Queen” catapulted him to the top. Most Nigerians liked the first video of him, but unfortunately he had to re-shoot another one following the instructions of a popular foreign music TV channel. Style Plus’s “Olu Fumi” also had a good video compared to many that broke into our televisions. Paul Play’s hit song “Angel of my life” also had a great video.
Perhaps the turning point for good quality video making comes from the P-Square stable with the video for their hit song “Do me” which was shot in South Africa. The video certainly hit the international standard mark with several music-inclined TV shows in Nigeria constantly showing it. Artists challenged by the strong production began traveling to South Africa, the US and parts of Europe to shoot videos for their songs. They also featured fair-skinned women dancing in the videos. Most of the top rated artists sponsor directors who have carved a niche for themselves in the art of quality video making. Top of the list are DJ Tee, Clarence Peters (CEO of Capital Hill) and Bobby Hai.
The rise of Cally Ikpe’s “Nigerian Music Video Awards” (NMVA) and Sound City Music Video Awards (SMVA) aimed at rewarding artists with top-notch videos has also contributed to the rise of good quality productions. In addition, artists who have good videos have easy access to airplay on MTV Base, Channel O and other international music channels, further opening the doors to fame and fortune.
Good and creative videos are catchy and draw attention to the artists and of course the director. Quality music videos that have made waves in Nigeria and beyond include but are not limited to: P- Square (Do me, Roll it, Ifunnaya), Dare Art Alade (Not the girl, More), Tu face Idibia (If love is a crime), Kel (Too fine), Keffi (kokoroko), Naeto C (Kini big thing), Bouqui (Take you away), Infinity (Olori oko), Asa (Fire on the mountain), TY Bello (Green Earth, Ekundayo ), Gino (No be God), Djinee (Lade), DJ Jimmy Jatt (Too much ft Sasha, Blaise, kemistry, Bouqui), Alabai (Voice of God), Mo hit all stars (Pere), Omawunmi (In the music ), Nikki Laoye (I never felt like this), Steel (South African girl).
Nigerian music videos have certainly helped artists to get international deals/awards and are getting better day by day. The P-Square duo won the KORAH Awards held in 2010 in Burkina Faso in the “Artist of the Year” category. The twins went home with the $1 million jackpot!
Access to latest hi-tech cameras/technology, wild creativity, high level of professionalism by directors, will make Nigerian videos the talk of the town in foreign countries.
