Flavour - Ada Ada

What this video is

Released June 30, 2013, 'Ada Ada' arrived during the peak of the Afrobeats-Highlife crossover moment when Nigerian artists from the Southeast were asserting Igbo cultural identity within a rapidly globalizing industry. Flavour's Blessed album (2012) positioned Igbo Highlife as commercially competitive with Lagos-centric Afrobeats. The video's documentary-theatrical staging of an Igbo traditional marriage ceremony —…

Why it matters

A landmark entry in Nigerian Igbo Highlife's visual canon, 'Ada Ada' demonstrated that genre-specific cultural aesthetics could compete commercially with pan-African Afrobeats production values. Its multi-award sweep at the 2013 NMVA — including Best Indigenous Concept — formalized the category of…

The director

Clarence Abiodun Peters (born 20 December 1983) is a Nigerian music video director, filmmaker, and cinematographer. He is founder and CEO of Capital Dream Pictures and Capital Hill Records. Son of Afro-Jùjú musician Sir Shina Peters and actress Clarion…