Music Videos Lacking Quality Because of Charity

I believe we have now reached a point where TV stations should stop being charitable to poor and mediocre music videos because the viewers will not be sympathetic to them (the TV stations) for much longer. While in the past it would have been argued that Uganda’s music industry was young and the investments in it were low and therefore needed support especially from the broadcasting media, it has now reached that point where it must be treated as having matured. We are seeing very good works and quality of music productions and videos that compare very favourably with those from the developed world. It is therefore a surprise to me to see our TV stations are still broadcasting music videos that bring pain to the eye. Simply accepting every CD that is dropped at their door steps is not helpful to the music industry any more and does no favours to the viewer rates.

As for our music artists, they should know that not everyone who knows the location of the “power” button on a video camera can make a good video. Sure enough, making a video can be an expensive venture but how many times have we seen ‘the video making the hit’? For instance, I believe Shakira’s Wherever, Forever (?) was made a hit by its video. Videos are what make artists cross boarders now that the world is a global village. The launch of MTV Base was meant especially for Africa and its unique challenges but somehow, Uganda is still lagging behind, especially, Kenya and Tanzania. Even when a song has ‘hit’ written all over it, the artist somehow conspires to drop a sick video. The biggest culprits to me have been (please note the order): Sweet Kid (that name has to change), Mesach Ssemakula, Mariam Ndagire and Qute Kaye. Kaye’s Gyinkeese is a well produced song and would have had everything it takes to be a bigger regional hit had it been ‘escorted’ by a good video. Kenyans and Tanzanians do not understand the language it was sang in but they would have warmed up to it if its video was produced with the quality of the song. Instead, the guy makes a kadongo kamu video for an East African urban contemporary song – talk about obuugyi mu bbaala.

If TV stations let it be known to our artists that they will not accept poor videos, the quality would surely improve greatly. While the stations may feel some sympathy for upcoming artists, they must remember that viewers and advertisers will not extend the same favours to them. Artists must look to real professionals to make videos for them. A good video has the potential of extending the life of a song both on CD and at live performances. A good video for a good song, even though expensive to make, will always pay for itself and make profits, and that is a rule. Artists, like TV stations, should stop being sympathetic to video camera owners and operators because the fans will not extend the same favours. Also, they should have it in their minds that the world is their stage and they should start thinking more about numbers than building a ‘comfort zone’. For instance, if sings one in Luganda, it means their primary target is a market of about ten million while singing in Kiswahili primarily targets up to eighty million people. It is good to promote one’s culture but every culture needs rich and successful promoters. If they come with international faces, it is a weighty bonus.