By the time the video to her song ‘To Ba Joun To Ba Gba’ her remix of Celine Dion’s ‘If That’s What It Takes’, dropped in the year 2000, a year after the release of the audio produced by the now late OJB, it was one of the pivotal moment in the Nigerian music industry. This video changed the narrative of what music videos were and what they are today. It was something abstract from the norms associated with music videos where folks sing and dance along one corner at flower gardens or on the street. For historians researching the evolution of the art of filming music videos in Nigeria, this is vital for reference.
As the music industry evolved, from Ballroom to Highlife, Fuji, Waka, Juju, Afro-juju, Highlife Jazz to Afrobeat, Pop-music to Afro-pop, the one industry the younger generation were involuntary waiting to also evolve was the music video industry. The hip generation wanted to move along with the pop and hip-hop music era like they see on foreign music videos they consume. They wanted story-lines that resonates with them, simplicity that makes work of art looks extra-ordinary.
Apart from Charly Boy or Blackky who both brought something different and creative in their music videos, Funke’s video arguably was one of those that revolutionized and changed the perception of the modern music video era. It was the first time we saw something unique. The characters in the video were few but the young audience connected with them . The video was one of the most played on Clapperboard TV and Lunch Break on AIT (these were the only two channels where most Nigerian youths especially those based in Lagos watched urban music videos). Directed by Shina Adedeji, featuring OJB as the male model, this video was a game changer. It’s also worthy of note that the role Efe Omorogbe played in shaping this moment was crucial.
Words by Sesan Adeniji