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Music Videos The lasting impression of a music video that has a positive impact

Music videos may either be for the purpose of entertaining or educating. Positive impact videos are essential for Ghana music and here's why.

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Although the content of a song may not be a reflection of who composed or sung it, the lyrics to a large extent, has an influence on the listener. Composition revolves around both fiction and non-fiction and may either be for the purpose of entertaining or educating the populace, an aim that can be complimented with music videos.

Based on the lyrics of a song, a script is written, props and other things needed are gathered and a music video is shot. Some of these music videos have positive impact on the people as watching such videos put some form of responsibility of them. They eventually realise they have to do the right thing as portrayed in the video.

For a video to be considered as one with a positive impact, it needs not to be only about bringing social development. Since music is seen as a therapy, a video which reinforces ones mood can be classified as having positive impact. The fact is, whether it has positive or negative impact, music videos leave lasting impression on people more than the sound.

Stanley Adjetey on music videos play Stanley Adjetey


From award winning video director, Stanley Adjetey, for a positive impact of a video to be achieved, the lyrical content should denote so.

“When we say a video has a positive impact, it means you are actually putting together content to bring the music video to life so that whoever watches it will understand the visual content and link it up to the lyrics. How positive it will be depends on the lyrics. That video is actually enhancing what the artiste had in mind so whoever watches it links the pictorial element to the music. If the lyrics is about sex, a lady shaking her butts, I’m not sure that will connote a positive impact because what is someone going to get by watching a lady shaking her butts in front of a camera? The only thing is you are enticing the mind of the individual that sex sells. But how much does sex sell? It’s even just a second,” he told Pulse Ghana.

Stanley asserted that apart from the storyline, there are other elements which make a video have that influence. According to him, the gestures of the artiste in the video can have the needed impact on the viewer.

“It’s not always about the storyline. It’s symbolism. I might not want to use the story but use imageries. If someone is singing about victory, you may not see people at war fighting before they won. You can use symbols which display that. It sometimes comes with a blend. The impact can also be made from the facial expression of the artiste. You also need to think about the real technicalities. You want to tell a story in the 1960s, your costumes will have to denote that. There shouldn’t be something modern in it because these elements of the present will make you lose that impact you wanted to have,” the director of Wiyaala’s ‘Africa’ music video said.

Wiyaala's 'Africa' video is an example of good music videos play Wiyaala


In Ghana, music videos like A Plus’ ‘A Letter to the West’, Aziza’s ‘Black Magic Woman’, Gasmilla’s ‘Fale Fale’, Wiyaala’s ‘Africa’ are examples of videos which tell stories and have the potency of impacting positively on the viewer.

While ‘A Letter to the West’ tells a story about how conflicts and greediness on the part of African leaders have derailed the progress of the continent, ‘Fale Fale’ talks about why the populace should keep their communities clean. Wiyaala’s ‘Africa’ highlighted the richness of Africa and why there should be peace while Aziza’s ‘Black Magic Woman’ shows how powerful the African god is compared to the European god.

Wanlov the Kubolor play

Wanlov the Kubolor


Wanlov the Kubolor who directed Aziza’s video in an interview with Pulse Ghana explained the concept of the video. He mentioned that, “We have a negative connotation because of the Europeans who know that our gods who directly relate to us are more powerful than their god.”

According to him, the whites succeeded in deceiving the Africans that the shrine is powerless yet, some pastors go there to consult the gods. He believes the video projects African values which should be guarded and upheld with confidence.

"The video also shows that at the end of the day, most pastors have some shrines they fear because that is where they truly worship. The African god is more powerful than the European god,” he said.

Some have argued that such videos cannot compete with the ones with nudity since the attention from the public may not be that huge. Wanlov attributed it to the mind-set of the individual who does not appreciate change.

“At the end of the day, our psyche plays a role. If your video talks about cleanliness, some people who are dirty or were not brought up properly may not want to watch,” he indicated.

Visuals are very important in the life of mankind and that is why there is a saying that children learn by what they see. It is therefore imperative on the part of musicians to put out songs and videos which will have positive impact on the people.

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