Dealing with Challenges in Popular Music Video Production: Perspectives of Select Music Video Directors in Southern Nigeria

Abstract

This paper examines the challenges music video directors encounter in the process of producing song videos, and how they address the challenges. Twelve music video directors in six states of Southern Nigeria were interviewed as part of the data-gathering process. In addition, observations were undertaken on locations during production activities overseen by some of the directors. Classic grounded theory methodology was adopted in the analysis of data. From the analysis, five categories - client/artiste, concept development, power supply, weather conditions, and interpersonal relations – account for the challenges music video directors encounter. The measures adopted in dealing with the challenges are reflected under three categories of creativity/improvisation, anticipation/preparation, and dialogue/mentorship. Implications of the paper for music scholarship and professionalism in popular music video production are also examined.