https://www.youtube.com/watch?v=

Niniola feat. Femi Kuti (Fantasy)

Despite all the flourish and success stories in the industry in Nigeria, the same sounds that ushered in the new era of music and recordings being accompanied by videos -Juju, Fuji and other traditional sounds have been relegated to the background or non existent in terms of broadcast time.

Sir Sina Peters video ‘Ace’ and ‘Shinamania’ directed by Tunde Alabi-Hundeyin, the ace content producer were the first official music videos ever sold in Nigeria in the 90s era. The video was executive produced by Keji Okunowo, the Chief Executive Officer of CBS Records.

Juju music and Fuji music, two of the most prominent traditional sounds in Nigeria were at neck to neck rivalry for popularity among their faithful.

This particular video- ‘Ace’, became the talking point for years about how music and musicians should be sold to the world for better appreciation. More videos started coming out from hitherto, conservative record labels and musicians. But with the exception of Afrobeat that was still laid-back.

Global recognition of Nigerian videos came to fore with the coming of the popular American urban music channel MTV with its launch in the 2006.

Music Television, popular known as MTV launched its African channels in different parts of Africa known as MTV Base. The channel known for its unconventional broadcast method had issues with video productions in Africa and one of punitive measures implemented was to organize series of workshops and trainings for a lot of content creators and producers for contents that matched their seal.

Fortunately, a lot of young, high spirited Africans took the advantage of the series of workshops to horne their skills and invest their trade. While this was going on. others young Africans decided to film schools to learn more while others were home-grown, climbing the ladder through practical.

Today, apart from MTV Base, a lot of Urban TV Channels have sprung uo for broadcast competition. And in Africa, Nigeria’s music industry has come out to be the biggest and most rewarding financially.

Such Urban music TV channels and stations like Soundcity, HipTV, Trace, Nigezie, and more have capitalized on the new wave order and trend in Nigeria music industry with the arrival of the most important and adored sound among the younger generation known as ‘Afrobeats’

The Afrobeats, an evolution of the original Afrobeat sound has ricochet globally, with international collaborations flying everywhere. The sound recently got Nigeria’s first Grammy win from an home grown artiste. It was a big win for the industry, also for the new sound Afrobeats.

Despite all the flourish and success stories in the industry in Nigeria, the same sounds that ushered in the new era of music and recordings being accompanied by videos -Juju, Fuji and other traditional sounds have been relegated to the background or non existent in terms of broadcast time.

Ace Fuji musician, Alabi Wasiu known as Pauma Wonder, went on a sporadic attack in one of his music concerts about how Urban TV stations and channels have relegated the videos of traditional musicians to the background. In his vitriol, Pasuma, revealed that the Urban Channels condemned the traditional musicians videos as of low quality and too long for broadcast. Pasuma was never convinced. Instead, he has made it a point to create public awareness on the role of traditional music in the evolution of the modern music industry.

While others in his category may see it as unnecessary, due to monetary gains from concerts and private gigs, Pasuma alone, knows the importance of music videos on modern era.

The industry has come to realize that for better appreciation, success, rewards, merchandising and investment, there is power in music videos to push the artiste into the ever demanding market. One or two policies may help in bringing in the effort of traditional music and musicians from disappearing into oblivion. As we all know that seeing is believing.

Words /Ireho Aito /images /Google/Video /Niniola feat Femi Kuti /Fantasy /YouTube