In the African industry, the trend of music videos becoming as powerful as the music itself arguably began in the mid-2000s with the likes of P-square and Dbanj. Since then, the story hasn’t changed.
A well-crafted music video can take an artist’s career to new heights, making them more mainstream exposure and acceptance. But a few times, we’ve seen attempts to be creative turning into a nightmare: an artist releases a video, and instead of applause, they’re met with outrage. Sometimes, it’s a calculated risk. Other times, it’s an oversight that costs them more than they bargained for.
This brings to mind an important truth—that artistic expression is one thing, and knowing your audience is another. In Africa, where music is deeply intertwined with culture and religion, visuals carry weight beyond entertainment. What an artist sees as creative freedom, others might see as disrespect. And in the age of social media, where reactions spread like wildfire, one wrong move can damage an artist’s reputation, limit their airplay, or even attract legal trouble.
But does this mean artists should play it safe? Not necessarily. Some of the biggest names in music built their careers by challenging norms. However, there’s a difference between being bold and being careless. Understanding the fine line between pushing boundaries and crossing them is important.
So, what’s the takeaway? Be intentional with your visuals. Start by knowing your audience and understanding the cultural context within which you operate.
But then, if you choose to stir controversy, be ready for the consequences—good or bad. Because in the world of music, creativity is power, but how you wield it determines whether you rise or fall.
