TG Omori pushes music videos toward royalty participation
This article discusses the evolving relevance of music videos, particularly focusing on the debate around music video directors receiving a percentage of streaming income, initiated by Nigerian director TG Omori's proposal for 10% royalties. It explores the historical context of music videos, their current artistic importance, and the financial challenges faced by directors, highlighting a similar agreement in France by SACEM to provide fixed streaming rates to collaborators including video directors.
Key Takeaways
- TG Omori said music video directors should receive at least 10% of streaming income from every video they direct.
- The article says Omori charges about $50,000 to shoot videos and has become one of Nigeria’s most recognizable directors since around 2019.
- France’s SACEM signed a 2022 agreement that gives video directors and other collaborators fixed streaming rates for a limited period.
- An anonymous director cited Spotify’s 100,000 daily song uploads and said music video power has increased because branding and style matter more.
- Daniel Kwan of The Daniels said music video directors are the only directors in the industry who have not unionized.
Why It Matters
The immediate issue is payment structure: TG Omori’s 10% royalty idea turns music videos from a one-time fee into a revenue-sharing asset. The broader industry angle is that the article frames this as part of a wider recognition problem for directors, alongside France’s SACEM deal that already gives video collaborators fixed streaming payouts. The source also notes a structural gap in Nigeria, where these copyright systems are not yet in place. The next signal to watch is whether any Nigerian artist, label, or lawyer actually adopts Omori’s percentage model in a signed deal.
Read full article at thenativemag.com
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