Correct me if I’m wrong but I highly doubt any Nigerian musician is doing what Santi is doing now in terms of artistic investment and boisterous creativity when it comes to visuals?
We have watched the artiste evolve over time from the guy who drops fire dancehall inspired verses on features, notably the now mainstream Odunsi anthem Alte Cruise, into an unconventional avant garde visual curator whose offerings exude immense creativity way beyond his years.
At a time when most music videos are bland and adopt a repetitive pattern of bottles, vixens and club scenes, Santi is paving the way with the visual content he puts out. The film school graduate proves over and over again that he has no time for mediocre work by constantly pushing himself and the envelope through dramatic visual imagery – sometimes inspired by the renaissance of old Nollywood.
Following the success of his last single Freaky, and its visuals which paid homage to old Nollywood horror movies and caused quite a stir on social media, Santi returned with Rapid Fire a few weeks ago featuring South African Rapper Shane Eagle and the incredible Amaarae and produced by alte fave Genio Bambino.
Dropping the self-directed video a couple of days ago, Santi has positioned himself as a major player in Nigeria’s new school. Featuring appearances from friends and previous collaborators such as Odunsi, Zamir and Ashley Okoli, the video centers around a gang called “The Lost Boys” and their journey to self-discovery in a society that works against them.
Probably one of the best videos I’ve seen this year, Santi pulls you into his gothic world of candles and youthful rage, proving once again that you don’t need to hire dreamy directors, have booty everywhere or have an over the top production budget to shoot a mad ass video