Gallant Television host cum video director Kemi Adetiba just raised the bar in video production in Nigeria. At a time when musical videos have fallen from positive compliments of songs to mere visuals parading booty shaking damsels and sometimes acrobatic displays, Ms Adetiba’s experimentation on Olamide’s ‘Anifowoshe’ brings forth a fresh breadth of air.
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Originally a sample of one of Fuji legend King Wasiu Ayinde Marshal’s deliveries, Olamide took us to a reminiscing sojourn in this track disclosing his difficult childhood growing up in poverty, near starvation and alas oppression. The song might not be the artiste most popular but its messages echoes deep in the mind of those who have taken out time to critically listen to it.
It was however with great pleasure that I looked forward to viewing immediately I read online that a video has been shot for it. My initial fear was that Mr. Adedeji would once again fall below par like he did in ‘Durosoke’ and ‘First of All’ videos but I was wrong, how wrong I was!
The video begins with Olamide stepping into a cab driven by an elderly man who has always been in the neighborhood. He immediately recognises the star and in between pleasantries asked why Olamide didn’t bring one of his big cars because “eleyi o ni A/c” literally meaning his car lacked an air conditioning cooling system. Olamide waves that away saying bringing his car would quickly give him away as he merely intends to take a look around his old community. Baba says no problem and requests to put on the radio before they move on.
Turning on the radio, K1’s hook is heard which begins the voyage into what was Olamide’s childhood. They moved around the neighbourhood and it was obvious that like the driver who has remained in the community for long driving his cab as acknowledged by Olamide, things were still pretty much the same as he remembers. His first stop was his old house where we are taken aback to his parents selling their few belongings at a relatively lower price just to feed the children.
Kemi Adetiba shows us what stopped being a mere music video to a documentary of abject poverty and man’s inhumanity to man. The video shows a man obviously cheating Olamide’s Father while he tried selling some of his clothes as well as those of his wife.
We are shown Olamide and his siblings eating rice from a bowl with their bare hands. We are also shown a voracious oppressive effort by some bigger boys in the hood who bullies Olamide throwing him on the ground until he is saved by a friend we never got to see again. The video also shows what appears to be a dimly light room with the entire family sleeping on an average size bed. Olamide’s father is seen reluctantly giving up the garri he intended having to his obviously hungry son.
Up next a little older Olamide is seen to have embraced rap as he is captured freestyling with some friends in the community but his spirits were diminished when the landlord throws them out of the house.
Then we are back to reality and the neighborhood kids sights Baddo has he is being chauffeured around by baba. Olamide doles out a customized #5000 note indicating how successful the artiste have grown and we are quickly taken aback into his sojourn once again ending with a performance at a Lagos gig.
Kemi Adetiba proves her worth as a movie maker in this piece and one is reminded of her magic on Cobhams’ produced ‘Maga no need pay’. However like most Nigerian videos, some details were ignored which would have brought more life to the concept. An instance is K1’s part. It is obvious the legendary musician featured prominently in Olamide’s childhood and as such that should have been included in the visuals. It could have been that Olamide and his siblings are seen peeping through one of their neighbors window to catch a glimpse of K1 on Tv or maybe a party going on the hood with Wasiu on stage and Olamide in the crowd hoping to one day be on the same stage with the legend. This would have ended with both of them together at the end where Olamide pays a tribute.
Another angle is how Olamide became a superstar. From a street kid during cyphers with his friends, we just see an established act. Perhaps Mz Adetiba could have shown us how a promoter discovered the young chap on the street or perhaps Id Cabasa could have been brought into the picture.
Irrespective of these few criticisms which is absolutely due to my excitement about the originality of the video, Olamide Badoo and Kemi Adetiba and their entire team deserves great commendation for this wonderful delivery. This is Nigeria so I wouldn’t be expecting any awards or even nominations since they refused to show booty shaking ladies but I personally want to thank them for the concept.
Kayode K-blings Badmus