The burst of creativity that is being unleashed on the Ghanaian music video industry is perhaps evident in the creative music videos that have recently hit the screens with more focus on hiplife which has also set new standards as many icons continue to surface among young hiplife artistes.

Ghanaian music videos are arguably one of the best in the continent in terms of creative in-put. The use of state-of-the-art equipment and technology in producing innovative and often breathtaking music videos is a sign that the Ghanaian music video industry is growing.

The idea of producing music videos for pre-recorded music creates the opportunity for musicians to express the vision of their music on yet another level; that of translating what is first written as lyrics into pictures. The lyrics of any song could therefore make more meaning when its music video is produced.

Music videos that depend heavily on style might, however, explore the aesthetic values of the music through editing or the use of spectacular video effects, instead of actually telling the story of the song.

The freestyle manner of filming music videos also gives the directors of music videos the freedom to set their creative prowess ablaze. Programmes such as ‘Music For U’ on GTV have played an important role in launching the music video industry in the country.

The musical clips that were aired for the listening pleasure of audiences at a time when the industry pleasure of audiences at a time when the industry had hardly taken shape nurtured interest in the production of music videos. Today, many more professionals specialize in producing music videos for hiplife, highlife, reggae and or traditional style music artistes.

Apart from boosting the industry, music videos help to market artistes, their music and the individuals who direct these music videos. The growth of the industry has also brought into being quite a number of music based television programmes such as: Allo Buzz and Advertising Circle (Metro TV), Viewers Choice (TV Africa) and Hitz Video (TV3) among others. The viewing of programmes of television has also been made pleasurable by the occasionable music interludes.

The rise of some directors of music videos in the industry is refreshing. Names such as: Abraham Ohene Djan, Felix Dakat, Abdulai Awudu, Gerald Gyimah, Astus Kwesi Ahiagble, Paa Kwesi, Ivan Quarshigah, Ato Brown and Bernard Melinesse among others ring a bell of creativity and innovation in music videoland.

In view of the interest that these and many more directors have generated in the industry, it is necessary for stakeholders of the music video industry to consider organizing a music video awards. Promoting, the growth of this industry also has the potential, in the long term, to better equip directors for the challenges field of film.

In spite of all these, the use of sexually explicitly visuals is fasting becoming the trade mark of many Ghanaian music videos. That ‘sex sells’ in showbiz might be true, but then directors of music videos, must be mindful of how they incorporate these tricks into their works.

The complaint that many gospel music videos have become ‘one way’ is very genuine. The classic scenes of characters being mistreated have outlived its usefulness. The few gospel music videos that have broken away from this chain of telling the same story tend to strike better chords of inspiration in audience. And directors of gospel music videos must take a cue from that.

The growth and creativity that is seizing the music video industry is all good. It is necessary for the directors of music videos to use their craft to positively influence society. Stakeholders could also sustain the industry by rewarding the genuine efforts of the many creative people in the country.