FashionMusic: 'I Believe' by Ego, Kemi Adetiba Raises Nigeria's Music Video Storytelling Bar, Yet Again!

When it comes to great picture quality in Nigerian music videos, there really is nothing to discuss. Nigeria’s music industry has shifted, just within the last five years, from mediocre videos to stellar ones that can and do compete with music videos worldwide. At issue, however, remains the story lines of what these pictures convey. It seems many film directors are comfortable with the status quo of pushing music videos with absolutely no clear sense of direction. Musicians are often stuck singing songs that cannot be reconciled with the picture stories being shot. There is, however, one film director’s name that, for the last two years, keeps coming up among industry heads and fans alike for great story telling. Her name is Kemi Adetiba. We featured her on LadbrilleNigeria when she delivered a stellar work for her client Bez with his “More You” music video. We were impressed. And while she gave us videos from her other clients like Wiz-Kid and Banky W, they didn’t quite have the same “WOW” factor until her recent music directing with Ty Bello’s ‘The Future.’ Now, Adetiba tops ‘The Future’ and most importantly begins to show us she can create consistency with both picture quality and great story telling in her latest work. Her latest work for her client and songstress Ego Ogbaro is titled ‘I Believe;’ and it gets a big “phat” Ladybrille stamp of approval.

We expect Adetiba, a fashionista at heart, and vocal lover of Nigerian labels such as Ituen Basi and Jewel by Lisa to begin showing the same love to our fashion labels, when they come knocking. As Nigerian designers continue to embrace fashion films to communicate the industry’s fashion creativity and identity to the world, we anticipate they will solicit a strong storyteller like Adetiba.

Check out ‘I Believe’ by Ego Ogbaro directed by Kemi Adetiba.

Viewer’s discretion is advised given the graphic nature of the video.

-Uduak Oduok

Ladybrille Magazine

Founded in 2007, Ladybrille® Magazine is a California based pioneer digital publication demystifying the image of Africans in the west through contemporary African fashion and celebrating the brilliant woman in business and leadership, with an emphasis on the African woman in the diaspora. Our coverage includes stories on capital, access to markets, expertise, hiring and retention, sales, marketing, and promotions.

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