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Nigeria Music Videos Are The Best In Africa - Adasa Cookey
Studied Architecture & Now A Music Video Director
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| Adasa Cookey |
Read The Interview Below:
Is Adasa Cookey your real name?
Yes, Adasa is my first name and Cookey is my surname. Cookey is actually an abbreviation of the full name ‘Cookeygam’. I am just lucky to have a cool name that people usually mistake for a nickname. I am from Opobo in Rivers State.
Did you study film and directing in school?
I studied Architecture at the River State University of Technology and I am actually a self-trained director; I did not go to film school. I taught myself everything I needed to know because it was where my passion was. I won’t say that I didn’t have the opportunity to go to film school because if I wanted to go to film school, I would have, but for some reason I just didn’t go because I didn’t consider it as necessary at the time. However, I took a short course on production which also taught me the basics of the business.
I studied Architecture at the River State University of Technology and I am actually a self-trained director; I did not go to film school. I taught myself everything I needed to know because it was where my passion was. I won’t say that I didn’t have the opportunity to go to film school because if I wanted to go to film school, I would have, but for some reason I just didn’t go because I didn’t consider it as necessary at the time. However, I took a short course on production which also taught me the basics of the business.
Why did you junk your architecture degree to take up a career in music video directing?
I liked architecture when I started but somewhere along the line, I switched off. I think it is interesting because it’s visual. We all know that an architect with contacts is a rich architect and I didn’t have such contacts at the time. I have always had big dreams. I draw building plans occasionally and I am also married to an architect; a beautiful one at that.
I liked architecture when I started but somewhere along the line, I switched off. I think it is interesting because it’s visual. We all know that an architect with contacts is a rich architect and I didn’t have such contacts at the time. I have always had big dreams. I draw building plans occasionally and I am also married to an architect; a beautiful one at that.
When was the first time you handled a camera?
That was about five years ago, surprisingly. I only dabbled into a little bit of photography as a hobby and I actually started handling a video camera five years ago. I started out trying to be a musician many years ago. I had friends like Timaya and a few other musicians. I have always been music inclined. I wanted to do music professionally but it didn’t happen. Being a creative person, it was easy for me to visualise videos long before I had the opportunity to shoot anything. At some point in my life, I ended up in an office. I used to work at a telecommunications firm but it was just not a part of me.
That was about five years ago, surprisingly. I only dabbled into a little bit of photography as a hobby and I actually started handling a video camera five years ago. I started out trying to be a musician many years ago. I had friends like Timaya and a few other musicians. I have always been music inclined. I wanted to do music professionally but it didn’t happen. Being a creative person, it was easy for me to visualise videos long before I had the opportunity to shoot anything. At some point in my life, I ended up in an office. I used to work at a telecommunications firm but it was just not a part of me.
What are some of your popular works?
The first work I started and completed was a video I shot for a friend of mine. It was what you call a viral video. It was low budget but it is excused because it’s not presented as high quality work. We just did a rough one on a Canon camcorder.
I shot Burna Boy’s Like to Party, D’ Prince’s Goody Bag, Mavins’ Adaobi, DJ Xclusive’s No Time, to mention just a few. I have shot over 35 music videos so far.
The first work I started and completed was a video I shot for a friend of mine. It was what you call a viral video. It was low budget but it is excused because it’s not presented as high quality work. We just did a rough one on a Canon camcorder.
I shot Burna Boy’s Like to Party, D’ Prince’s Goody Bag, Mavins’ Adaobi, DJ Xclusive’s No Time, to mention just a few. I have shot over 35 music videos so far.
A lot of Nigerian music videos are laced with a lot of nudity. Why is this growing trend?
I don’t think any director honestly believes that nudity sells videos. I will attribute the use of nudity in videos as laziness on the part of the director and the artiste. Artistes and directors tend to shoot obscene videos because they want to hit it big fast. It also boils down to the fact that directors are not thinking outside the box, the artistes and the audience keep demanding for it. These directors want to be noticed quickly and they also lose the attention quickly. I have executed some videos that had absolute zero nudity. I only do so, when the lyrics of the song or genre of music demand that it be included. And when I decide to add nudity, I am mindful that there is a fine line between sexy and vulgar. There is a lot of nudity in Nigerian music video these days and it’s very wrong. Truth is, Nigerians are disgusted by vulgar but appreciate sexy- that involves less skin. Sexual content can get the attention because sex sells but it may not make the impression you deserve. It can be a turn off.
I don’t think any director honestly believes that nudity sells videos. I will attribute the use of nudity in videos as laziness on the part of the director and the artiste. Artistes and directors tend to shoot obscene videos because they want to hit it big fast. It also boils down to the fact that directors are not thinking outside the box, the artistes and the audience keep demanding for it. These directors want to be noticed quickly and they also lose the attention quickly. I have executed some videos that had absolute zero nudity. I only do so, when the lyrics of the song or genre of music demand that it be included. And when I decide to add nudity, I am mindful that there is a fine line between sexy and vulgar. There is a lot of nudity in Nigerian music video these days and it’s very wrong. Truth is, Nigerians are disgusted by vulgar but appreciate sexy- that involves less skin. Sexual content can get the attention because sex sells but it may not make the impression you deserve. It can be a turn off.
What is your assessment of Nigerian music videos?
Nigerian music videos are the best in Africa. I mean with the exception of a few works from South Africa that were simply aided by the beautiful environment. Producing the best videos in Africa means producing one of the best videos in the world, because besides America, Europe and some part of Asia, the next continent that is really pushing music is Africa.
Nigerian music videos are the best in Africa. I mean with the exception of a few works from South Africa that were simply aided by the beautiful environment. Producing the best videos in Africa means producing one of the best videos in the world, because besides America, Europe and some part of Asia, the next continent that is really pushing music is Africa.
As a director, are you ever tempted to be in front of the camera?
Music video directing is so intense that a lot of times that is why you see music video directors looking scattered. Sometimes, you have to de-emphasise yourself, in order to focus fully in delivering to your clients. They are the ones that need to shine; you don’t have to compete for the spotlight with them. Once you have that at the back of your mind, you can focus on making them look good. I am satisfied with being behind the camera. As long as my name is out there and I get paid for my works, I am not thrilled about being a super star.
Music video directing is so intense that a lot of times that is why you see music video directors looking scattered. Sometimes, you have to de-emphasise yourself, in order to focus fully in delivering to your clients. They are the ones that need to shine; you don’t have to compete for the spotlight with them. Once you have that at the back of your mind, you can focus on making them look good. I am satisfied with being behind the camera. As long as my name is out there and I get paid for my works, I am not thrilled about being a super star.
Does this mean you do not pay attention to your looks?
I spend a lot of time working and my work takes a lot of my time. Personally, I don’t have time to socialise. I am terrible at dressing despite the fact that I can afford the best clothes.
I spend a lot of time working and my work takes a lot of my time. Personally, I don’t have time to socialise. I am terrible at dressing despite the fact that I can afford the best clothes.
You appear quite reserved for a music video director, could this be deliberate?
It is very easy to lose grip of who you really are when you are in the entertainment industry. It gets worse when you attain fame and fortune. If you are not grounded in religion, family or friends, it is easy to keep clubbing and drinking. My family and kids are my anchor because they keep me grounded. I am 33, I did a bit of going out earlier in life and now, I am no longer interested. I am married with two children and I got married when I was 28, when I didn’t have anything. Fun, to me, is playing with my kids. Don’t get me wrong, I make friends easily. I interact but I am not outgoing; the last time I went clubbing was two years ago.
It is very easy to lose grip of who you really are when you are in the entertainment industry. It gets worse when you attain fame and fortune. If you are not grounded in religion, family or friends, it is easy to keep clubbing and drinking. My family and kids are my anchor because they keep me grounded. I am 33, I did a bit of going out earlier in life and now, I am no longer interested. I am married with two children and I got married when I was 28, when I didn’t have anything. Fun, to me, is playing with my kids. Don’t get me wrong, I make friends easily. I interact but I am not outgoing; the last time I went clubbing was two years ago.
Any plans to break into Nollywood?
As much as I would love to, I have a problem with the fact that despite being celebrated for making something, Nollywood has remained where it is. They have not moved forward in terms of technical expertise, story telling and marketing. The movies still look as they were ten years ago. If I will shoot in Nollywood, I will love to do it properly. I intend to shoot at least two short films in the coming year. They won’t be big budget films, but they will be well shot. Not because there are no funds but to prove that money is not always a determining factor when quality and expertise is involved.
As much as I would love to, I have a problem with the fact that despite being celebrated for making something, Nollywood has remained where it is. They have not moved forward in terms of technical expertise, story telling and marketing. The movies still look as they were ten years ago. If I will shoot in Nollywood, I will love to do it properly. I intend to shoot at least two short films in the coming year. They won’t be big budget films, but they will be well shot. Not because there are no funds but to prove that money is not always a determining factor when quality and expertise is involved.
What are your plans for the future?
I intend to build a media solution company and hopefully own television stations, which will handle a lot of productions for companies and government. I see my team and I as a renowned media group with interests in production, broadcasting, content development and advertising.
I intend to build a media solution company and hopefully own television stations, which will handle a lot of productions for companies and government. I see my team and I as a renowned media group with interests in production, broadcasting, content development and advertising.
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