Ghanaian rap artist Lyrical Joe insists that full-scale music videos remain indispensable in today’s industry, pushing back against suggestions that animated “visualisers” have eclipsed them.
Speaking with Doreen Avio and DJ Slim on Daybreak Hitz, the rapper dismissed claims—recently repeated by artiste manager BullGod—that visualisers now deliver better returns than professionally shot videos.
“Trust me, they’re not going to play your visualiser at the Grammys or MTV. No, you need good music videos in your catalogue. That’s the way,” Lyrical Joe argued. “Even when a label or company is coming for you, you open your catalogue and it is not visualiser you show them. They are seeing the amount you’ve put in video and everything, so they know how much they’re about to pay you. They know you don’t play with your brand.”
While he acknowledged the buzz that freestyle clips and lightweight visuals can generate online, the rapper contended that nothing builds long-term credibility like an official video.
“You see, people like freestyles—they love it a lot—but no matter what, it will never go a long way to beat your catalogue as a musician. And freestyle you can do it over and over again; you can only shoot the main video once,” he said.
By underscoring the business value and prestige that polished videos bring, Lyrical Joe reaffirmed his commitment to investing in visuals that stand the test of time—and fit neatly into any Grammy or MTV playlist.
