Words By TNGlive

A song, by itself, is a whole world created for us to experience. The founders of the world’s first music television station in 1981, understood that a whole new world is created on top of this first one, when visuals are combined with music.

In a 2BrokeTwimbos podcast interview, Taponeswa Mavunga, former head of Talent and Music at MTV Base Africa and now head of publicity at Columbia Records U.K., spoke about the import role music videos play in launching, growing and sustaining a music career in today's world. Emphasis was placed on the music video needing to be at the correct high fidelity standard, specifics of which can be found on MTV Base’s submission section. In addition, it should possess production value that can compete with international videos because the consumer is now judging all works on the same level.

So assuming these checks and balances are ticked off, there is that extra special touch that can be added. When artists and their directors create a moment within the music video, and it hits the mark just right, it cements the memory of the music video in your brain for years to come. Think Puffy Woods when he was about to take that shot in Mo’ Money Mo’ Problems, or the breaking news bulletin about a man identified only as ODBon top of a building in Staten Island at the beginning of Triumph.

Here are 4 such moments in some of the best African Hip Hop videos.

"Heh, party?"



DJ Vigilante featuring L-Tido, KiD X, Maggz & Yanga - Sorry Makhe

The moment can be comedic because of a subtle character trait a true fan would've picked up. In this case, take K.O's lyrics in his first verse of Caracara. In it, many of us where introduced to the unique “no” that we just have to sing along to every time it comes around. So when a cop is banging on the door about a noise complaint, at timestamp 3.27, DJ Vigilante’s party is about to get him into serious trouble. His pleading is falling on deaf ears and he’s at a loss. In comes K.O. peaking in to back up DJ Vigilante with confirmation about whether or not there is actually a party going on.

The moment lasts 2 seconds and it’s money. You can even hear a split second of the cast in the background breaking character and cracking up before they role again.

Honourable mention to Trevor Gumbi for the genius performance and setting up of the moment.

@DJVigilanteSA @L_Tido @ItsYangaChief @KidXSA @Maggz100

"Serious Business"

 AKA featuring Burna Boy, J.R., DA L.E.S. - All Eyes On Me.

Lost count of the number of times you've seen the "money phone" in a music video? Bet you can't think of anything better than how Burna Boy and DA L.E.S. did it in All Eyes On Me. At 3.10, Burna Boy is having a full on conversation bruv, like serious serious. Then cut to a brief shot of the DA L.E.S. impatiently waiting downstairs for his turn on the phone.

This is so dope because, it's also DA L.E.S’s time to rap, but the music video has been paused. I mean, the man has to talk to the money too, in other words, earn those publishing and performing rights and Burna Boy is busy having an extended conversation. There’s even a bridge before DA L.E.S’s verse starts, so he’s been waiting. When he catches that "money phone" and actually goes full serious while everyone else is completely still, that’s the moment, so hilariously genius.

@akaworldwide @burnaboy @JRafrika @2freshLES

"Falling"

Falz featuring SIMI - Soldier (Full Length version)

The brilliance of this moment at 11.13, is that this comedic delivery of the introspective monologue as Falz walks away, the camera work, the editing choice, Falz physical performance, all perfectly capture something universally relatable.

Every man has a moment in their past, or still to come, when he cannot fathom that someone with his own set of specific skills, can go down in flames after applying all his focussed efforts in wooing THE one (or at least at the time someone you think is the one). It’s the stuff friend zone nightmares are made off. This moment captures the entire spirit of this experience, a perfect summary of the song.

@falzthebahdguy  @SympLySimi

“Real recognize real'“

 NGA - Normal

The special moment in this video is at 2.40, where a lady is explaining during an interview why NGA is so successful.

Every die hard fan you come across is quick to explain to you how NGA’s work ethic is not only unlike any other artist, he is highly regarded as the voice of the voiceless amongst his people, and arguably by extension, a greater part of an African generation that is overlooked when the topics of African vs Western creep up.

NGA, whilst a superstar, is authentically him and this moment captures the fan spirit that recognizes this realness that forms the foundation of his appeal.

@NGA_reidals