Once upon a time, Nigerian music videos were best enjoyed on scratched DVDs from Alaba International Market. Fast forward to today — artistes like Davido are pulling in 100 million+ views on YouTube with visuals that rival international productions.
The journey from grainy visuals to cinematic masterpieces has been nothing short of remarkable. Let’s take a fun and insightful trip down memory lane to see how Nigerian music videos have evolved.
The Alaba Era: Hustle and Street Love
Before streaming platforms took over, Alaba was king. Located in Lagos, Alaba International Market wasn’t just a place — it was the music and video distribution hub in Nigeria. CDs and DVDs were duplicated in bulk and sold across the country, often with music videos bundled in.
Recall the early videos of Tony Tetuila, Styl Plus or Ruggedman? Shot on tight budgets, with minimal locations which was usually limited to a rented house, beach, or parking lot, these videos were raw and honest. They didn’t need to travel to a ‘perfect’ location to shoot their videos. Even a sitting room was enough.
Directors like DJ Tee and Clarence Peters began to build their reputations in this era, injecting creativity even when the tools were limited.
Once a BBC camera man, DJ Tee’s entry into Nigeria’s music industry spiked the music video quality and for a period he was at the helm of most major productions. Shank’s Julie, DJ Jimmy Jatt’s Stylee, Olu Maintain’s Yahoozee and Ikechukwu’s U Know My P are some of the works.
In recent times DJ Tee has been inactive and arguably, his last major work was Olamide’s Eni Duro video in 2010. Since his inaactivity, Clarence Peters, once under Tee’s tutelage, began reigning as video director.
MTV Base & Channel O: Leveling Up the Game
By mid-2000s, MTV Base and Channel O gave Nigerian artistes a platform to compete with global acts. Suddenly, visuals mattered more.
P-Square’s Do Me (2007) was a game-changer. It was colourful, had high energy, better choreography and set design. 
Around the same time, D’banj and Don Jazzy dropped Why Me, introducing a playful, narrative-driven style that won fans across Africa.
With music channels now airing across the continent, there was a shift: artistes began investing more in video quality to match the exposure.
YouTube & the Streaming Era: The Global Stage
Then came the YouTube wave — and everything changed.
In the 2010s, artistes realized they could reach fans directly, no middleman needed. Suddenly, a video could trend in Lagos, London, and Los Angeles at the same time.
Davido made his mark with Back When (2011). Directed by Clarence Peters, the video was young, vibrant, and polished and it marked Davido’s arrival as a new-generation hitmaker.
Wizkid’s Come Closer feat Drake in 2017 wasn’t just a video, it was a cultural moment. It was stylish, internationally appealing and sleekly shot. It was proof that Nigerian pop had become global.
Burna Boy, too, brought cinematic storytelling with Ye, and later, his Grammy-nominated Anybody. His visuals felt like short films — moody, stylish, and rich in culture.
And of course Tems in Wizkid’s Essence. The vibe, colour and minimalism amongst others, made it a global hit that proved simplicity, paired with strong aesthetics, could win big.
Directors Became Celebs Too
With better budgets came bolder directors. Names like TG Omori, Meji Alabi, and Director K now have distinct styles and massive fan bases of their own. To mention a few, TG Omori’s Soapy by Naira Marley was edgy, controversial, and visually arresting. Meji Alabi’s Ginger by Wizkid and Burna Boy oozed class and cultural richness, while Director K’s Calm Down by Rema became a global sensation, helping the original song cross 600 million views and the remix, 1 billion views on YouTube.
The TikTok Influence & DIY Generation
When we thought we had seen it all, we began to witness another shift. In the sense that not all hits need million-Naira videos anymore. With platforms like TikTok and Instagram, a catchy hook and viral dance challenge can launch a song.
Artists like Shallipopi, Odumodublvck, and Seyi Vibez have built massive followings with DIY vibes and street-style aesthetics.
Conclusively, Nigerian music videos have gone from neighborhood screens to global premieres. With platforms like YouTube Shorts and Apple Music featuring Afrobeats more prominently, the future is limitless.
As storytelling evolves and technology improves, one thing remains clear: Nigerian artists and directors will continue setting trends, not following them.
From Alaba to YouTube, the journey has been wild, but it’s obvious we’re just getting started.
