Music videos play a huge role in marketing an artist’s music. And the success of a music video differs for various artists. Some are elated when their YouTube videos have over 100k views, and others might consider any video with less than a million views a flop. Regardless of whether you’re a small independent act or a big label superstar, a video with over 10 million views is definitely a smash hit already. But even amongst smash hits, there’s still levels. Some videos peak anywhere between 10 and 20 million views while others go on to 10X that and garner over 100 million views.
With 2022 being one of the best years yet for Afrobeats and African music in general, the music videos that represented the genre had to be top-notch, and they have. Directors like Director K, Dammy Twitch, TG Omori, Clarence Peters, Adasa Cookey, Olu The Wave, The Kine, and others have played a huge role in ensuring that the visuals of some of the biggest songs out of the continent have been crisp and on point. From Rema’s Calm Down to Asake’s Omo Ope, here are 10 superb videos by Nigerian artists this year that have managed to break 10 million views on YouTube.
Rema’s Calm Down
Released in February and arguably the biggest video by a Nigerian artist this year so far, the visuals for Rema’s smash hit song Calm Down not only has over 10 million views but has managed to 12X that in just 6 months making it one of the fastest Nigerian music videos to hit 100 million views ever.
CKay’s Emiliana
Sitting at almost 40 million views, CKay’s Emiliana video is a work of art directed by Ahmed Mosh. It was produced by Ladder, Lex & Booker. The video follows a love-struck CKay as he and his Emiliana explore Senegal. The visuals are flirty, playful, and captivating and Ahmed definitely made a classic video; one for the books.
Kizz Daniel and Tekno’s Buga
Shot in Lagos, Nigeria by TG Omori, Kizz Daniel and Tekno’s Buga carnival-themed video has almost 50 million views and is definitely one of the biggest videos put out this year. The video featured popular Instagram skit maker Oga Sabinus. Buga is also the most googled song in Nigeria.
Mavins’ Overloading
Mavin celebrated its 10th anniversary by releasing the popular all-star track Overloading alongside its vibrant visuals directed by the one and only DK. The energetic and colorful video had amazing sets and just like the track does, it shines the light on each individual act on the record. The video is really one big family celebration.
Burna Boy’s Last Last
Burna Boy was really intentional about letting us know that not only did he direct the Last Last video, but everything featured in the video is his. “This video is directed by me, Damini (Burna Boy). My house. My cars. My friends. My igbo. My shayo.” It is a fast-paced, high-energy video just like the track. It has been wildly successful so far garnering over 50 million views.
Burna Boy’s For My Hand
Off Burna’s new Love, Damini album, For My Hand which features Ed Sheeran boasts over 25 million views within a month of its release. The contrast between this video and the Last Last video is evident as a calmer approach is taken here. The video was directed by trend-setting UK film director Troy Roscoe and features an elevator prominently.
Camidoh’s Sugarcane Remix
Effective marketing and promotion tactics as well as TikTok played a huge role in catapulting this track to stardom and Camidoh’s Sugarcane Remix hasn’t diminished in popularity even though it was released over 2 months ago. The remix as well as its visuals recruit Mayorkun, King Promise, and Darkoo. The video was shot in beautiful locations in Ghana and Nigeria and it was directed by renowned Ghanian filmmaker Rex. On YouTube, it sits at over 20 million views.
Asake’s Sungba
TG Omori delivered once again for a very important collaboration between the African Giant and the serial chart-topper Asake. Sungba was already making waves and Asake decided to step things up with a remix that featured Burna Boy. Released over 4 months ago, the visual sits at over 21 million views on YouTube.
Asake’s Omo Ope
Shot by first-time video director The Kine aka Asher Kine, the visuals to Asake’s smash hit Omo Ope which features Olamide was released in February and has a cameo from Poco Lee. A major part of the video is set in a club with good vibes and lots of dancing. The crisp visual currently has over 14 million views on YouTube.
Pheelz’s Finesse
A life-changing track for singer, songwriter and record producer Pheelz, Finesse had to be accompanied by the best visuals possible and DK was recruited for the task; and he delivered. The video follows a Pheelz that just come into some money and is on a shopping spree for clothes. The colourful and engaging video which also has an amazing set design has garnered over 38 million YouTube views.