Nigerian music is becoming a strong force within the country and the world at large. They are becoming more recognised and that is something to be proud of. When an artist releases a song it is almost guaranteed that for people to remember your song next week then a video has to be released. Sometimes even the song becomes more famous because of the music video. As always, we are concerned about the fashion in the Nigerian music videos.
In order to make something that is memorable, musicians are expected to make videos that will help the narrative of the song. Since most times the kind of message that is being passed across is unclear, the fashion in the videos become a blur as well. It is basically always half naked girls trying to have a good time (partying, drinking etc). The idea through fashion that is sold is the fact that only certain kind of girl that will enjoy this luxury and for the guys you have to put up some kind of financial front to get well dressed, good looking girls. Yes, all this is obvious from the fashion.
There are some videos that have tried to show some form of initiative in captivating the audience. Some artists try to show the essence of the African and Nigerian society by doing videos in a traditional African setting. This will involve attires that are from akin to any tribe in the country.
The part about music video fashion that is dormant is the fact that these creative directors (and artists) are unaware of how much they can explore every aspect of fashion in their video. Everyone has an identity they want to uphold. It is not left for just the artist to show but those that are part of the video. The audience and fans get to know more about you from the kind of visual content you but out there. For instance, Yemi Alade is known for her Ankara related fashion and this runs across almost all her videos.
There is such a strong connection between music and fashion. The best way to showcase that relationship is through music videos. Nigerian artistes are just brushing the surface on this. There is so much more to explore and the more we try to achieve this, the more we can resonate with the global audience.
Written by Judith Achinedu
Images: nigeriatunes.com, uncova.com, onobello.com