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Visual storytelling has become the dominant trend in African music in 2024. Artists are pouring serious effort- and cash- into crafting music videos that are basically mini-movies. They’ve gone beyond your average performance-based clips. They’re deep, emotional, and visually stunning- showing off culture and identity laced with deep emotions.
Best part: The world’s paying attention.
Here are some common trends we’ve observed
1. Cultural Representation
African heritage is shining brighter than ever in these videos. Think traditional clothing, stunning landscapes, and spiritual symbols woven into the visuals. You’ll see elements like traditional dances, vibrant markets, and village life, making you feel like you’re right there in the heart of it all. It is like boldly saying this is who we are, and we love it.
2. Cinematic Production Quality
The days are behind when African music videos were just a bunch of shaky close-ups. Directors like TG Omori and Clarence Peters are setting the bar high with videos looking like something straight out of Netflix. Drone shots, true-to-life effects, and epic sets- all making you forget you're watching a music video. Everything looks slick, polished, and ready for the big screen.
3. Themes That Hit Home
Music videos are no longer just eye candy. They’re exploring the themes behind the songs- whether it’s love, resilience, or tough social issues. You see love songs with all the fairytale representation, while conscious music takes you straight to the gritty streets. It’s all about connecting with audiences on a deeper level.
4. A Global Mash-Up
Even though these videos are rooted in African culture, there’s a cool blend of global influences. You’ll spot Afrocentric styles mixed with modern Western or Asian aesthetics. This mash-up makes the visuals relatable and appealing to a broader international audience, expanding Africa’s footprint in the music scene.
5. Music Videos as Visual Journeys
Beyond the “watch it once and forget it” that we were once used to, music videos are now art forms on their own. Music videos are now combined efforts of artists, seasoned filmmakers and choreographers who create visual journeys that speak for themselves, even without the lyrics. These videos engage all your senses, making them unforgettable.
With visual storytelling, African artists are amplifying the emotional pull of their music and connecting with fans worldwide. And as fans and observers, we’re here for all they’ve got up their sleeves as they scale higher heights on the global entertainment stage.