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Nana Kofi Asihene, a Music Video Director and creative consultant, has said that artistes ought to know about the type of songs they shoot videos for.
According to him, worship songs for instance don’t require music videos.
He said on ‘The Chat’ on Citi TV that most musicians do not know the business and marketing aspects of their career, and so they do things anyhow.
“Gospel artistes bring you a song that is six minutes, and I tell them to cut the songs short because nobody will sit and watch [a video for] six minutes. And the amount of money you need to sustain interest on screen for six minutes is long,” he said.
“Don’t shoot a video if it is a worship song. Play it at dawn; that is when people like it. Don’t worry about a music video because you’ll just be wasting your money,” Nana Asihene added.
He made this comment during a discussion on the importance of videos in music promotion.
This comes on the back of Shatta Wale’s assertion that it is not worth it for Ghanaian musicians to shoot expensive music videos for their songs.
After he made the statement, other entertainment stakeholders like music video director David Nicol-Sey and the Chief Executive Officer of 3Music Networks, Sadid Abu, have challenged his claim, intimating that the dancehall artiste’s opinion does not augur well for the industry.