By Ayo Onikoyi

Music video director Chidinma Onyia a.k.a Niyas Lenz has identified the major mistakes that can ruin the quality and impact of a music video, stressing that a lack of clear creative direction is one of the biggest pitfalls for artistes.

Speaking in an interview with Potpourri, the filmmaker said producing a music video without a well-defined vision often results in visuals that fail to complement the message of the song.

“Shooting a music video without a strong, clear vision can result in scenes that don’t align with the song, leading to a disjointed production,” she said.

According to Onyia, who is also known professionally as Niyas Lenz, every successful music video should be built around a compelling storyline that effectively communicates the essence of the song.

“It’s vital to have a storyline that communicates the song’s message effectively,” she said.

She also warned against poor budget allocation, noting that many artistes make the mistake of spending excessively on locations and props while neglecting essential production elements.

“Poor budgeting—like overspending on locations and props while skimping on important elements like quality filming equipment, editing and a skilled crew—can negatively affect the video’s overall quality,” she explained.

The director further emphasised the importance of visual details such as lighting and wardrobe, saying they must align with the intended artistic direction to achieve the desired impact.

She added that understanding the target audience is equally crucial, warning that even visually appealing productions can miss the mark if they fail to resonate with viewers.

“Lighting and wardrobe choices that don’t align with the envisioned style can hinder the video’s impact. And, most importantly, neglecting to consider the target audience can make the visuals fail to connect with viewers,” she said.

Beyond her work behind the camera, Onyia is currently studying Food Science and Technology at Michael Okpara University of Agriculture while building a reputation as one of the emerging female talents in Nigeria’s music video industry.

Despite balancing academics with filmmaking, she has continued to earn recognition for her creative visual storytelling. Among her notable works is the viral music video for Afrobeat artiste Charles Onyeabor’s hit single Ifenkili, a project that helped further establish her profile in the industry.