Music videos offer artists an extra portal to their fans, a chance to show not only their creative talents on audio but is also a way to engage them in a more visual aspect.
There was a time when music videos flourished in Namibia. A time when artists put out quality music videos that would incorporate slick creativity after a week. Today, the state of the music video [industry] is sprawled out on its death bed, on an IV drip, offering little hope.
A number of artists dropped albums in 2013, alright. Unfortunately, the albums either have only one music video or none at all. For instance, Lady May, Blossom, D-Naff, Freeda and Mushe do not have any music video for their latest releases.
The Dogg’s ‘Live or Die’ album was dropped last November and has only one music video for ‘Mind On My Money’, to date. Exit released ‘Go Hard or Go Home’ early August 2013 but his song, ‘My Notebook (Mokoona)’, is the only one with a video.
“I do not need a video to sell my music, even though they are needed, because people don’t watch NBC1 anymore. When I drop a video, I target the international market, hence all the videos I’ve released are top quality and Channel O-worthy,” says Exit.
Ogopa Butterfly’s Sula Kyababa says a music video is a marketing tool, yet local artists fail to take their music seriously and are often unwilling to put in the extra effort.
“Although it is vital, one music video can cost more than an entire album. For instance, some artists go to cheap studios and pay N$9000 for one bogus album instead of the N$54 000 they should pay at a good studio for top quality album. Meaning, if they can afford N$54 000 for an album, they can afford N$15 000 for a music video. In our industry, artists are unwilling to sacrifice and invest in themselves and their music. They do not see music as a business but a funfair,” Sula says.
Inchiology Studios/Vessel Films owner, Inna Goroh, however, attributes the decline of quality music videos to the rise of internet access.
“People no longer buy CDs as much as they once did and rather opt for online music; often listening off YouTube and other free sites. Many local artists have failed to adjust to this change and thus don’t make as much income. TV isn’t dead yet but it’s on the verge of death, especially in our web generation. Thus, one would make a greater impact on Facebook than on TV. The music scene is changing and the music video model as we knew it remains unviable,” asserts Gorroh.
A few artists still see the need for videos. From his ‘Blood, Sweat and Tears’, Gazza has a number of music videos to go with it; he has shot videos for ‘Kwateni Omnona’, ‘Tufike Apa’ and ‘Only You’, thus far.
Sally does not fall short too; she has released videos for ‘Boss Madam’, ‘Share My Love’ and ‘Rumbasa’ from her ‘Boss Madam’ album. Watch them shine this and many more years to come.