Opinion: We Want More Videos ( Written By Siphiwe )

“To attain more recognition, the album/offering should be based on one single equals a video ratio.”

Channel-hopping through the music channels one night I noticed that one channel in specific played the Top Ten Lil Wayne songs. This left me thinking… “Will we ever see a top ten SA hip hop artist special?”

As SA hip-hop continues to grow, we attain in matching the international standards in terms of production and exportable quality. But think of your favourite local hip-hop song – now match that number to the number of videos they have released for that specific album.

We are now seeing our artists being endorsed by big brands so you see them more frequently on media platforms. However, there are a bunch of rappers you may listen to that you wouldn’t even recognise in the streets. Why is that? Not enough exposure. On a 15-track album you can’t ride out on a one single one video mentality. To attain more recognition, the album/offering should be based on one single equals a video ratio. This way you have the media in a chokehold, the radio is spinning your record AND the music video is on rotation. [Ed’s Note: That’s if you have a hit single on your hands.]

This is not unfounded speculation, but every video doesn’t have to be in the $7 million bracket as MJ’s “Scream”, although with every video your rep and recognition is impacted. A simple video; interactive and memorable will suffice.  Break barriers if that’s what you set out to do but remember that simplicity can be memorable too. YouTube The Roots “What They Do” as a reference.

On “Mkhukhu Funkshen”, Skwatta Kamp harboured the one album one video mentality. Undoubtedly the album garnered scores of fans; reportedly sold gold, picked up a SAMA, and you might even go to the extent of saying they revolutionised the game, but “Umoya” was the album’s only video. The issue is that your product needs a face; an image people can attach their ringtone to, that even when they see you in the streets – they recognize and show love.  It’s a connection fans want to make with their favourite artists. And artists can do this by being more vigilant through media channels, and release more visuals for their offerings.

And know, there’s no need for special effects or expensive cars if there’s no budget, rather focus on creativity in its simplest form. If you release three singles to your upcoming album, we look forward to seeing three videos grace our screens.