The foreign music videos were better than our locally produced ones. Despite hits such as: Nico Mbanga (Sweet Mother), Osita Osadebe (Osondi Owendi), Oliver de Coque (Boni boni identity), Mandy Brown (Taxi 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”, artistes failed to make the desired impact in the International scene, based amongst other things on the colossal deficient video quality account.
The 90’s era was not dramatically better than the 80’s, probably the mid 90’s when the genre of music towed the path of rap / hip hop and the use of our local parlance in songs began to make the music industry more entertaining as opposed to the 80’s. The Remedies (Edris Abdulkareem, Eddie Montana, Tony tetwila) keyed into it and became the rave of the moment at that time. Plantation Boyz (Tu face Idibia, Faze, Black Face) were incredible and soared to greater heights before the group split. The launching of Tu face Idibia’s solo career with his hit track “African Queen” catapulted him to the top. Most Nigerians liked his Nigerian Music first video, but unfortunately he had to re-shoot another in compliance with the direction of a popular foreign music TV channel. Style Plus’s “Olu Fumi” also had a nice video in comparison with many that stormed our TV sets. Paul Play’s hit song “Angel of my life” also had a cool video.
Perhaps, the turning point for the making of good quality videos stems from the stable of P- Square with the video for their hit song “Do me” which was shot in South Africa. The video certainly hit the International standard mark with various music inclined TV shows in Nigeria, constantly showing it. Artistes challenged by the solid production began to travel South Africa, USA, and parts of Europe to shoot videos of their songs. They also featured white skinned ladies dancing in the videos. Most top rated artistes patronise directors who have carved niches for themselves in the art of making quality videos. Tops on 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 artistes with top notch videos have also contributed to the rise of good quality productions. Besides, artistes who have good videos have easy access to enjoy airplay on MTV Base, Channel O and other International music channels, opening wider, the doors which tend to give them access to fame and fortune.
Good, creative videos are catchy and draw attention to the artistes and of course, the director. Quality music videos that have made waves in Nigeria and even beyond include but 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 deal), Bouqui (Take you away), Infinity (Olori oko), Asa (Fire on the mountain), TY Bello (Green land, 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 (Never felt this way), Steel (South African girl).
Nigerian music videos have certainly helped artistes to clinch international deals / awards and are getting better daily. The duo of P-Square clinched the KORAH awards held in 2010 at Burkina Faso for the “Artiste of the year” category. The twins went home with the jack pot prize of $ 1 million!.