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Explore Jyde Ajala on Why Music Videos Still Matter and Working with Legends | Afrobeats Intelligence with 133,928 views, 79 likes, and 5 comments. Experience the impact of this video content that has captured audience attention.

This episode of Afrobeats Intelligence is powered by OkayAfrica, the pulse of African culture, and presented by Martell. Jyde Ajala is one of the most in-demand music video directors in Afrobeats. After studying film production at Full Sail University in Florida and working for over a decade in the United States, he returned to Nigeria just before the COVID-19 lockdown with a clear mission: to bring a stronger narrative and cinematic approach to the local music video space. He founded Old Soldier Inc. and built his career from the ground up. In a short time, he has become a key visual collaborator for some of the biggest names in the genre. He has directed multiple projects for Olamide (including Jinja, Metaverse, Kai! with Wizkid, Billionaires Club with Wizkid and Darkoo, and Hello Habibi with Russ), as well as major videos for Fireboy DML (Oh My, Obaa Sima), Omah Lay (Holy Ghost), Asake (including Amapiano and New Religion with Olamide), Tems (Love Is a Kingdom visuals), Victony, CKay, Joeboy, Seyi Vibez, Bella Shmurda, and others. His work often spans international locations and blends high production values with a clear understanding of each artist’s world. In this episode of Afrobeats Intelligence, Jyde sits with Joey Akan to discuss how he approaches visual direction as more than just shooting a video — how he thinks about an artist’s identity, the creative worlds they want to build, and the constant negotiation between artistic ambition and what audiences actually respond to. He also speaks candidly about the realities of the job: shrinking budgets, the economics of production, the absence of royalties and residuals for directors, and why music videos still matter in an era of short-form visualisers — not just for the numbers they generate today, but for the legacy they leave behind. 0:00 - Intro 1:29 - Why video/visuals? 6:13 - The desire to contribute to the industry 8:12 - Coming back to Nigeria 13:27 - First project 15:07 - Passing time during the lockdown 19:37 - Friendship with Olamide 25:01 - Mentality working with artists 29:21 - “Metaverse” promo and video 32:28 - Working with Tems 36:29 - Caring about your work 38:25 - How do you know what works? 41:07 - The financial aspect of directing 48:20 - The evolvement of music videos 51:21 - From the music industry to Nollywood 55:58 - Being proud of your work 57:42 - Conclusion/Credits Discover more about Martell’s journey with Afrobeats: https://www.martell.com/en/martell-afrobeats/ Follow Joey Akan for the latest coverage on African music culture and news. Substack: https://afrobeatsintelligence.substack.com/ https://www.instagram.com/joeyakan https://www.instagram.com/afrobeatsintel Follow Jyde Ajala: https://www.instagram.com/jydeajala 🌍 For more music, news, and culture from the continent, check out OkayAfrica here: https://www.okayafrica.com/ Follow us on socials: Instagram: https://www.instagram.com/okayafrica/ Facebook: https://www.facebook.com/okayafrica/# X: https://www.twitter.com/OkayAfrica TikTok: https://www.tiktok.com/@okayafrica Join the OkayAfrica Whatsapp channel! : https://www.whatsapp.com/channel/0029VaEhs9oIN9isCqSED809 Shop OkayAfrica merch here: https://shop.okayplayer.com/collections/okayafrica-shop

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