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    Who is to blame if a music video goes bad. director or artiste/management?

    by Kemist
    posted Wednesday, 25 April 2012 17:52| 1 Comments

    The year 2012 looked promising for our music video industry with 2011 ending with some of best works ever seen on our screens.

    Samini’s 'Dadiekye' won the coveted Channel O Music award and D-black da Ghana buoy, was nominated yet again.

    The introduction of some new production houses such as Real House Philms, NKACC, Davies Media Group, made good waves with their works with most artiste trooping to them for a chance at a quality video that could match up to that of our neighbours; Nigeria; who seem to be relatively far ahead.

    I wonder where all the creative juices of the production houses fizzled to as we were ushered into the year 2012, where videos to hit tracks were bad so much so that they had to be re-shot per the critics of the general public.

    Artist blamed directors, directors blamed artist and their management and excuses were traded. So, deep in total confusion, I humbly ask “WHO IS TO BLAME IF A MUSIC VIDEO GOES BAD? Is it the Directors or the Artist and his management?

    As far as my knowledge and research goes, a music video is an artist biggest PR tool. An artist can completely brand him/herself through the music video that they produce. It can either make a song a hit or completely kill the hype of a hit song.

    Over the years Ghanaian directors have been complaining that artiste are not paying “Good money” for their music videos and as such they get what they pay for as implied by one Isaac Offei Awuah of RGB studios who clearly stated “one can’t expect wine for the price of beer.” I agree wholeheartedly as most of these videos that have people gaping and sweeping awards had good funding behind them.

    Question is, as the director, if the money isn’t “GOOD” why agree and commence on a project to begin with knowing that a required amount of money will be needed for rentals, payment of talents and professionals, catering etc.? I’m sure it would have been a different issue if the video had a resounding public approval.

    The general public whom videos are meant for really do not know or care about how much was put into a video, they decipher that when they see the final work and even with that, nobody can put a finger on a specific amount. Once a video director has accepted a job no matter how much he’s paid, it is up to him/her to put out a good work because his/her name “tags” along with the success or the demise if the video.

    For some time now, directors and analyst have been going on about musicians not being creative lyrically in their music, hence they leave the directors hanging creatively since the content of the music should fuel the creativity of the director.

    Directors vehemently mention the new genre “AZONTO” when citing examples as to what makes up the content of music recently. All the musicians do is to talk about ‘shake your bottoms’, wind your waist etc. In my opinion that’s no excuse for how a video turns out.

    In the United States the HIPHOP genre has moved to raping about ones feelings and social issues to {SEX ,GIRLS, MONEY,DRUGS}, where Waka Flocka, Soulja Boy and Rick Ross maybe saying the same thing but their videos are different, sometimes they may look alike in terms of concept but they stand out on their own. An example is Lil Wayne’s “JOHN” and Rick Ross’s “UNTOUCHABLE.”

    They have the same rhythm and almost matching lyrical concept but both videos are completely different. It is up to the director to give meaning to what the artist has been saying for the duration of the song even if he or she repeats one word throughout.

    If that is the case then what excuse are we giving for music made by these same musicians but are full inspirations and the content/theme is awesome if I may put it, yet the videos come out and they do not reflect the song in anyway e.g. Over again by Edem, In love with u by Sarkodie, etc.

    With some the picture quality turns you off, one cannot really tell the head from the tail from theses videos because the content is missing, yet the music completely spits out a storyline, a concept, a script to be followed.

    These are but a few of the things that run through my head as I watch Ghanaian music videos and read stories of the battles between directors and artiste (clients). My verdict will, and shall forever be the fault of the Directors because from watching our videos the new and upcoming directors lack knowledge in “BASIC FILMMAKING”, are “NOT CREATIVE
    ENOUGH” and “LAZY”.

    Filmmaking has become so easy with the emergence of DSLR’s and laptops with editing software so every Tom, Dick and Harry who can chop up and put together footage feels they can be filmmakers and that’s is a problem. A music video becomes a success or a big flop from the “TREATMENT/SCRIPT” stage where ideas are traded to derive the concept of the video and upon approval of the artist and his team.

    A lot of things such as Locations, props, Talents(video girls, dancers), personnel(DOP AND CAMERAMEN), Lighting plan are all derived from the “TREATMENT”. A bad footage can always be fixed in post but a bad Treatment/Script can never be. I have found who to blame, what about you, who do you blame??

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