Lyrical Joe is a Ghanaian rapper

Ghanaian rapper Lyrical Joe has pushed back against claims that music videos are losing relevance in Ghana’s music industry.

According to him, music videos play a major role in an artiste’s brand, especially when it comes to industry recognition.

Lyrical Joe’s comments follow recent suggestions from some industry players, including artiste manager Bullgod, who believe that visualisers used for songs, are now more effective and popular than full music videos.

Speaking in an interview on Hitz FM, Lyrical Joe disagreed with this view, saying that while visualisers are important, they cannot replace the value of a professionally shot music video.

“Let’s be real, they’re not going to show your visualiser at the Grammys or MTV Music Awards. You need proper music videos in your catalogue to make a strong impression,” he said.

The rapper explained that music videos not only help in promoting songs but also show how committed an artiste is to their career. He added that record labels and companies often consider the quality and effort behind an artiste’s visuals before offering deals.

“When a label is thinking about signing you, they look at your full body of work. If all you have are visualisers, it may not be convincing enough. They want to see if you’ve invested in your brand through good videos,” Lyrical Joe stated.

He also admitted that freestyle videos are popular with fans but emphasised that they can’t replace official music videos in an artiste’s portfolio.

“Freestyles are fun and people enjoy them, but they can never carry the same weight as your official music videos. You can do many freestyles, but you only get one chance to make a great music video for a song,” he added.

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AK/MA