Ghanaian rapper Lyrical Joe has dismissed the notion that music videos are no longer relevant in the modern music industry.
His remarks come after some music stakeholders, including artiste manager BullGod, suggested that visualisers have become more effective than professionally produced music videos in recent times.
Speaking on Daybreak Hitz with Doreen Avio and DJ Slim, Lyrical Joe argued that visualisers lack the impact needed to make strong business statements.
“Trust me, they’re not going to play your visualiser at the Grammys or MTV Music Awards. You need good music videos in your catalogue. That’s the way. When a label or company is considering signing you, they look at your catalogue, and if it’s just visualisers, it won’t carry the same weight. They want to see the investment you’ve made in your videos because it reflects how serious you are about your brand,” he said.
He also acknowledged that while freestyle videos are popular with audiences, official music videos remain far more important for an artist’s career.
“People love freestyles, but no matter what, they will never outweigh your official catalogue as a musician. You can do freestyles repeatedly, but you can only shoot the main video once,” he added.
Lyrical Joe’s stance highlights his commitment to building a strong artistic brand by investing in high-quality music videos.