Is the Art of Music Videos Dying In Afrobeats?

Jyde Ajala, one of Afrobeats' most in-demand music video directors, is the latest guest on the Afrobeats Intelligence podcast, presented by Martell.

After studying film production at Full Sail University in Florida and working for over a decade in the United States, Jyde 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, Jyde Ajala has become a key visual collaborator for some of the genre's biggest names. 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 ( “Amapiano” and “New Religion” with Olamide), Tems (“Love Is a Kingdom”), Victony, CKay, Joeboy, Seyi Vibez, Bella Shmurda, and many 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 Ajala sits with Joey Akan to discuss how he approaches visual direction as more than just shooting a video: 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 visualizers—not just for the numbers they generate today, but for the legacy they leave behind.

Watch the full episode of Afrobeats Intelligence with Jyde Ajala below.

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