Accra: Music director Ezekiel Tetteh has shared his concerns about how some music video directors approach their craft.
According to Ghana Web, in an interview on 3Music TV shared on social media, Ezekiel Tetteh, popularly known as Stip, noted that although many directors are doing their best to tell stories through music videos, some still prefer shortcuts. He explained that some directors rely heavily on visuals such as attractive women and high video quality, but fail to think deeply about creativity and storytelling.
"They've come a long way. I'm excited about the direction and the attention to detail. The current directors are amazing; they keep getting better from where we were to where we are now. But some are a bit lazy when it comes to the creative side because of the tools," Stip remarked. He expressed concern over the lack of narrative depth in some music videos, questioning the story behind the visuals. Stip emphasized the importance of reflecting the essence of the song in its video, ensuring it imparts meaning and not just visual appeal.
Stip also advised music directors to focus more on creativity and ensure their videos tell compelling stories rather than relying on explicit or purely visual content. He stressed that even if the narrative is abstract or direct, it must convey a story with meaning, beyond just glamour or superficial elements.