Directors play a major role in the shaping of the present stage of the music scene. The present stage of the music scene is characterized by a cohesive fusion of audio and visual elements in creative presentations. While the audio aspect serves as the backbone of this framework, the visual component holds significant importance. It contributes in various ways to a song, an artist, directors and beyond.
One crucial role it plays is in visual storytelling, as songs often convey messages, and music videos offer a platform to express these narratives effectively. Moreover, the visual aspect aids in brand building; for instance, artists like ODUMODUBLVCK have successfully established identities around specific visual elements, such as his stylized version of the Okpu Agbu traditional cap, which he prominently features in his visuals.
Music videos also play a vital role in the promotion and distribution of music, serving as a tool for revenue generation. However, perhaps the most significant aspect is their ability to engage listeners on a deeper level. By combining auditory and visual stimuli, music videos enhance the overall experience, leaving a lasting impression on the audience. Among the plethora of creatives, we can identify ten elites who excel in this realm.
TG Omori
ThankGod Omori, as TG Omori or Boy Director, arguably holds the position of one of the most relevant video directors in the new age of Nigerian music. Many widely recognize and celebrate him as an innovator, attributing this to his unique videos and immense creative artistry. Omori’s journey into filmmaking began at an early age, directing plays in school and church. However, he professionally embarked on his career as a video director at the age of 20 after graduating from PEFTI, a popular filmmaking academy in Nigeria.
TG Omori’s impact on the industry in recent years has been profound. At one point in 2019, he had produced a significant portion of the popular music videos circulating, with about 50% of the videos featured on the summer 2019 charts Countdown on MTV, Soundcity, and Trace being his works. Some of his most iconic videos include “Am I A Yahoo Boy” for Naira Marley, “Zazoo Zeh” for Portable, “Feel” for Davido, “Girlfriend” for Ruger, “Totori” for Olamide, “Question” for Burna Boy, “Love Nwantiti” for CKay, “Buga” for Kizz Daniel, and his role in championing Asake’s rise to the top during his “Mr Money With The Vibe” era, among many others.
Omori’s bold and confrontational personality, evident in his fashion choices, mannerisms, and outspokenness, has garnered him fame beyond his creative output. He never shies away from controversy, actively making his voice heard and becoming an all-round spectacle to be emulated by upcoming creatives.
Director Pink
Among the key innovators, we have Director Pink, who brings superior energy to the scene. Born Praise Onyeagwalam, she initially pursued a path in the church’s video department before venturing into careers in graphic design, still and motion design, and animation, eventually settling into video direction.
She made her debut in 2020 but gained recognition after shooting “Running To You” by Chike, her regular collaborator now. The video was a hit and became the most viewed video in the first half of 2021. Just four years into her career, she has reached the pinnacle of the industry, collaborating with top echelons who dominate the scene.
Director Pink has worked on projects like “Do I” original and remix with Phyno and Burna Boy, “Ovami” with Fireboy and Flavour, “Ole” with Qing Madi and BNXN, among many others in her catalogue. Her success hasn’t gone unnoticed, as she won AFRIMMA’s Best Video Director award among numerous nominations.
Dammy Twitch
Twitch began his journey as a photographer, covering events and earning a living through paid gigs before smoothly transitioning into becoming a video director.
In 2017, he worked as a video editor for Director Q, apprenticing under him for a while before officially debuting as a video director in 2017 with “Las Vegas” featuring Yonda and Burna Boy.
Currently, he closely collaborates with Davido, directing most of his videos. Additionally, he has founded his collective, Polar Films Production, and Kadiri Studios, production companies that have worked with top brands worldwide such as Google, Infinix, Tecno Mobile, Nestle, Bet9ja, 1xBet, Jimmy Fallon, Oppo, Coca-Cola, among others.
Dammy Twitch has also directed music videos for renowned artists including Davido, Mayorkun, Falz, Omah Lay, Zlatan, Da Baby, Yung Bleu, Simi, and many more, along with directing his own movie. In 2022, Forbes listed Dammy Twitch on its 30 under 30, solidifying his position as one of the industry’s rising directors.
Director K
Director K has a unique journey to the top, a position coveted by many video directors worldwide, not limited to Nigeria. Born Qudus Olaiwola, he grew up in a Muslim polygamous setting in Lagos.
Initially working as a phone technician in his uncle’s workshop, his curiosity led him to experiment with the iPhone, shooting videos with it that would eventually pave the way for his career in a field where he is unrivaled.
At this juncture, he has directed videos for every major stronghold in the Nigerian music scene, ranging from Wizkid to Burna Boy, Patoranking, Fireboy, Zlatan, Ayra Starr, and even artists beyond Nigeria such as Sauti Sol, Black Sherif, and many others. However, his legacy can be epitomized by two videos: “Essence” by Wizkid and “Calm Down” by Rema. These videos have garnered numerous awards and held the title of the most-streamed Afrobeats videos for a significant period.
Perliks
Abdulrasaq Adebayo Babalola (Perliks) never initially intended to become a video director, marking the surprising start to the story of one of the foremost video directors in the new age of Nigerian visuals.
As a young boy, he harbored dreams of various career paths, including becoming a footballer or a pilot. However, his father, TELEMOON, who was already an established video director, particularly working with Fuji artists in the early days, can be credited with his foray into video editing. Taking young Perliks along with him ignited the passion for video production in him.
Following in his father’s footsteps, Perliks has worked on videos for artists like Burna Boy, Balloranking, and Rexxie. However, it’s evident that Perliks is a go-to artist for creative depth, as he has collaborated extensively with Blaqbonez (co-directing as Emeka Shine Shine) on a spree of videos. Additionally, he has worked closely with Rema on many of his creatively sound videos.
Meji Alabi
Grammy award-winning director Meji Alabi’s name alone speaks volumes about his timbre and caliber in the realms of video directors. Growing up, he shuffled between London, Texas, and Lagos, influenced by various cultures due to his constant moves with his father after his parents’ separation.
In 2014, he and Jimi Adesanya founded JM Films, a media production service provider for music videos, commercials, and movies. He is also the co-founder of Prior Gold Pictures. In his extensive catalogue, he is renowned for producing a multitude of videos, including creating several videos for Burna Boy’s “African Giant” and Wizkid’s “Made in Lagos” albums. He has also collaborated with artists like Tiwa Savage, Rema, Stormzy, Popcaan, and many others.
Meji Alabi has also partnered with Black Dog Films as the director of the visual project for the ‘Zero Malaria: Draw The Line Against Malaria’ campaign, alongside numerous other projects outside music videos. He has worked with notable figures such as David Beckham, Eliud Kipchoge, Saray Khumalo, Laolu Senbanjo, Siya Kolisi, Sherrie Silver, and many others, showcasing his versatility and range in visual storytelling across different mediums.
Seyi Akinlade (UAX)
Seyi Akinlade, also known as UAX, is an all-around creative with his hands in photography, music direction, and recording artistry, among other pursuits. He thrives as a jack of all trades and master of all, creating artistic content across various mediums. According to him, his journey began on stage in school, followed by discovering photography, and then venturing into producing and directing music videos.
As a video director, he has crafted a handful of notable videos with evident flair for storytelling. His portfolio includes works for artists such as Ruger, Lojay, Asake, Tems, Tomi Thomas, and perhaps most notably, the Jerry Springer-inspired “Police N Teef” for Prettyboy DO.
His musical career is also noteworthy. Despite releasing only three singles, the artist has amassed an impressive number of listens across streaming platforms.
Olu The Wave
Oyefeso Oluwamayowa Olumide (Olu The Wave) had a meandering path before eventually landing as a video director. Raised in Lagos, he harbored a deep passion for video production and cinematography from an early age. This passion was nurtured as he immersed himself in various roles within the video production industry, initially starting as a dancer, runner, and production assistant, before ultimately ascending to the role of a video director himself.
He made his debut in 2018 but truly came into his own when he established his collective, A Strange Picture, in 2020. Throughout his career, he has collaborated with a plethora of notable acts, including Zlatan Ibile, Davido, Kizz Daniel, DJ Yankee, Blaqbonez, MI, Oxlade, and many others. He has firmly established himself as a force to be reckoned with in the industry through these collaborations, .
Ademola Falomo
Amongst his many roles held in his career, he is recognized as one of the directors in the Alté community, known for sharing the stories of the burgeoning divergent style during its formative period. His journey began with music, transitioning into photography, and finally videography. He attributes his career to his brother, who introduced him to Adobe Photoshop and other Adobe software, eventually leading him to Premiere Pro, where he started editing videos. He initially started making videos on his phone before receiving his first camera from Cruel Santino.
Falomo has collaborated with major Alté acts such as Tems, Boj, Cruel Santino, and Odunsi the Engine, while also working with others like Oxlade, Magixx, Nasty C, Davido, Mr Eazi, and many more. He co-founded Family Studio, a production house that has created numerous works and has been featured in various independent festivals across Europe and North America.
Cruel Santino
This might come as a surprise, as he is one of the biggest Alté acts from Nigeria, shaping the new wave of the genre as one of its foremost figures, staying true to its essence and leaving a lasting impact. As much as he is a force in releasing Alté music, he is also a part of directors in video production. Under the mantle “Sorry We Don’t Have Candles,” he has worked on numerous videos, especially within the Alté scene.
Apart from directing his own personal videos, he has collaborated on projects such as “DOG EAT DOG II” with ODUMODUBLVCK and Bella Shmurda, “No Days Off” for Teni, “U Say” with Goldlink featuring Tyler the Creator and Jay Prince, and numerous other videos within the scene. His contributions to both the music and visual aspects of the Alté movement further solidify his position as a key influencer in the genre’s evolution.
These directors have had more than a lasting impact on the scene, providing us with a clear picture of the untold stories in the music industry through their lenses they have captured not just the sounds, but the emotions, struggles, and triumphs of artists and their communities. Their videos serve as time capsules, preserving moments in music history and offering insights into the cultural landscape of their time.
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