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The SA Nominees for the Channel O Music Video Awards and What They Reveal

[youtube]https://www.youtube.com/watch?v=vJK5OfOmGf8[/youtube]

 

With the much-hyped about Channel O Music Video Awards taking place tomorrow night, we take a look at the South African nominees in the video categories, and hear from social commentator Sandiso Ngubane of Trends Beyond Threads who shares some thoughts on what the artists nominated for most gifted videos reveal about the SA music scene.

 

 

There used to be a television show titled Castle Loud many moons ago. For the benefit of those who were probably still picking their noses or playing house just a little over a decade ago, it was basically a music show and what I enjoyed most about it was the “did you know” facts that popped up on the screen as a music video played out. I particularly remember Dlala Mapantsula by TKZee playing on the show for the first time and what I learned that night is that the video, at least according to Castle Loud, was the country’s most expensive at the time. I can’t recall how much they said it was worth, but I do remember being blown away by that fact and watching the video, featuring a much younger DJ Fresh and Thomas Msengana (Bad Boy T), both of whom were YFM jocks at the time.

 

TKZee was a big deal! They were a kwaito supergroup and kwaito, as a genre, was a huge deal! It came as no surprise, really, that any recording company would invest a lot into the group because they sold a lot! Kwaito sold a lot!

 

Fast forward to 2014: selling a lot of records today might be a bit of a reach for most artists thanks to the internet but we can at least gauge a particular artist or genre’s popularity by the amount of times their video or song is played, right?

 

That genre, it seems, is no longer kwaito!

 

If the most gifted video categories of this weekend’s Channel O Music Video Awards are anything to go by then one must conclude that hip-hop has overtaken kwaito as the most popular genre in the country. Not only does the genre dominate nominations, some of the nominations including K.O’s “Caracara” and Cassper Nyovest’s “Doc Shebeleza” are the most viewed local music videos on Youtube. The former is most probably the only local hip-hop video with over a million views on the site.

 

While AKA and Ricky Rik also make appearances in several categories it is clear, at least from an online point of view, which videos local music fans are searching for on Youtube. Whether Channel O viewers agree remains to be seen when the awards take place at Soweto’s Nasrec Expo Centre tomorrow night.

 

Here are the nominees:

 

Best Male Video

 

[youtube]https://www.youtube.com/watch?v=ui3q2g55z3A[/youtube]

[youtube]https://www.youtube.com/watch?v=9r3-uTy4zBE[/youtube]

[youtube]https://www.youtube.com/watch?v=ZrDGwR7lv7M[/youtube]

 

Best Female Video

 

[youtube]https://www.youtube.com/watch?v=Rz9mjiPscEw[/youtube]

[youtube]https://www.youtube.com/watch?v=U_Lv7PedBIU[/youtube]

 

Best Afripop Video

 

[youtube]https://www.youtube.com/watch?v=qVUFju4tnWQ[/youtube]

 

Best R&B Video

 

[youtube]https://www.youtube.com/watch?v=OZvntsLw4Mw[/youtube]

[youtube]https://www.youtube.com/watch?v=ktcV6EIdzAQ[/youtube]

[youtube]https://www.youtube.com/watch?v=sx0A7sosNYk[/youtube]

 

Best Hiphop Video

 

[youtube]https://www.youtube.com/watch?v=ui3q2g55z3A[/youtube]

[youtube]https://www.youtube.com/watch?v=ZrDGwR7lv7M[/youtube]

[youtube]https://www.youtube.com/watch?v=WLf-psoxrTE[/youtube]

[youtube]https://www.youtube.com/watch?v=r8hofUKu18M[/youtube]

 

Best Video of the Year

 

[youtube]https://www.youtube.com/watch?v=ui3q2g55z3A[/youtube]

[youtube]https://www.youtube.com/watch?v=9r3-uTy4zBE[/youtube]

[youtube]https://www.youtube.com/watch?v=ZrDGwR7lv7M[/youtube]

[youtube]https://www.youtube.com/watch?v=WKdh7YD-QS0[/youtube]

[youtube]https://www.youtube.com/watch?v=FavE84Mmc7s[/youtube]

[youtube]https://www.youtube.com/watch?v=r8hofUKu18M[/youtube]

 

channelo-awards.dstv.com

More from Sandiso.

 



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