Timaya - Bum Bum

What this video is

Released in 2012 during a pivotal inflection point for Afrobeats' international visibility, 'Bum Bum' exemplifies the dancehall-Afrobeats hybridisation strategy that Nigerian artists used to capture pan-African and diaspora audiences. The song's later inclusion in the MTV Shuga Season 3 soundtrack underlines its cultural reach beyond the club circuit. The video's unapologetic body-centric choreography reflects a…

Why it matters

A landmark early-2010s Afrobeats/Afro-dancehall crossover track produced by Young D, 'Bum Bum' helped consolidate Timaya's identity as a dancehall-influenced Afropop artist and foreshadowed the song's international reach via a 2014 remix featuring Sean Paul, which became one of Nigeria's…

The director

Clarence Abiodun Peters (born 20 December 1983, Ibadan, Nigeria) is a Nigerian music video director, filmmaker, and cinematographer. He is founder and CEO of Capital Dream Pictures. He studied cinematography at City Varsity, Cape Town. Ranked 2nd on Channel…