It is undisputed Clarance Peters wears the ‘oga at the top’ hat when it comes to creative direction and many times the story board/concepts for the music videos he directs. Many of our artists don’t necessarily know what they want, as expressed by them. They turn it over to the “boss” Clarence Peters to help execute what is usually more of his vision than their own, for them. So, when awesomely bad videos like the recent one by Pucado titled ‘Ukwu Nka’ show up, I go to the video director not necessarily the artist. Although the artist and the label Aristokrat Records also share a blame here.
Peters has the market cornered because he came into the game at an early point, was consistent and knew a thing or two about shooting picture quality music videos. Over the years, however, I have watched this talent, in my view, lose creative vision and just keep churning the same old boring videos. Peters prides himself on working very hard, not really taking much of a break and not having much of a social life, at least according to the interviews he has given to the press.
I think he should reconsider the above because the work he keeps churning out, in my view, calls for a break and reconnecting with the reality around him.
We need creativity not a lazy (creative intelligently speaking) music video director that thinks the industry and the average Nigerian should settle for his ‘bum bum’ or ‘Ukwu Nka’ videos because he has the market cornered. We need creative leadership and if he has run out of ideas, then he really needs to visit the South Koreans for a vacation and come back with something fresh.
I will leave it at that for now because you all know how vexed I get when this man gets to shooting videos that create a borrowed and new stereotype for the Nigerian/African woman that is demeaning, demoralizing and stigmatizes her.
The industry has grown Clarence, are you going to keep staying in the same spot? Where exactly are you taking us? Do you get it that you need to be innovative and move your craft, your people and your industry forward? Really, do you?
(Note: The censored and uncensored are not that different).
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