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in Afrobeats, making a hit song is only half the battle. These days, artists are also expected to deliver visuals that look like mini Hollywood productions, complete with elaborate sets, international locations, expensive equipment and armies of crew members.
Nigerian music video director TG Omori has now offered a glimpse into what goes on behind those jaw-dropping visuals, revealing why some of his projects can cost more than $100,000.
Speaking on the Afropolitan podcast, the acclaimed filmmaker explained that the final cost of a production depends heavily on the concept, location and logistics involved.
And contrary to what some fans may assume, a six-figure budget does not mean the director is simply pocketing a huge cheque.
America Will Make Your Budget Cry
According to TG Omori, shooting in major American cities such as Los Angeles and Las Vegas can quickly send production costs through the roof.
Once a production moves into the United States, filmmakers have to deal with a completely different cost structure.
Crew members can charge hourly rates in US dollars, while production insurance, permits, location fees, equipment and other logistical expenses can quickly consume a substantial portion of the budget.
The director explained that after all those expenses are settled, what remains for the filmmaker may be more of a service fee than the massive profit people imagine when they hear a $100,000 production budget.
In other words, the budget may be six figures, but that does not automatically mean the director is swimming in six-figure profits.
Nigeria Offers More Creative Firepower
When the same kind of money is spent on a production in Nigeria, however, the equation can look very different.
TG Omori explained that Nigeria’s strong pool of local artisans and creative workers allows filmmakers to construct elaborate sets at considerably lower labour costs than they would encounter overseas.
That means a $100,000 budget can potentially stretch much further on a Nigerian production, allowing directors to create massive sets, detailed props and visually ambitious concepts.
But there is a catch.
The Director Pays With Sleep
According to Omori, cheaper labour does not necessarily mean an easier production.
If a director wants an elaborate set to meet the required international standard, they often have to be deeply involved in the construction process from start to finish.
For Omori, that means sacrificing sleep, personal time and plenty of peace of mind to ensure that every detail comes together exactly as planned.
“You are going to sacrifice your sleep and your time to make it happen. You have to literally work with them with every nail that is going into the wood. You have to watch the process of everything.”
That level of involvement explains why producing a visually spectacular music video is far more complicated than simply showing up on set with a camera.
Whether the production is burning dollars on permits and insurance in Los Angeles or burning midnight oil in Lagos while monitoring an elaborate set build, TG Omori’s explanation makes one thing clear: a blockbuster music video is powered by serious money, serious logistics and a director willing to lose plenty of sleep chasing the perfect shot.
