'Some creative directors are lazy' - Ezekiel Tetteh opines

Music director Ezekiel Tetteh has shared his concerns about how some music video directors approach their craft.

In an interview on 3Music TV shared on social media, Ezekiel Tetteh, popularly known as Stip, noted that although many directors are doing their best to tell stories through music videos, some still prefer shortcuts.

He explained that some directors rely heavily on visuals such as attractive women and high video quality, but fail to think deeply about creativity and storytelling.

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“They’ve come a long way. I’m excited about the direction and the attention to detail. The current directors are amazing; they keep getting better from where we were to where we are now. But some are a bit lazy when it comes to the creative side because of the tools.

“The picture quality is nice, the girls are looking good, but what’s the story? What story are you trying to tell? Every video or every song has a story behind it. Are you able to bring it to life? When you take a song or create a video, it has to reflect the song or give it meaning,” he said.

Stip also advised music directors to focus more on creativity and ensure their videos tell compelling stories rather than relying on explicit or purely visual content.

“Every picture has a story, so what story are you trying to tell? That’s the key. Even if it’s abstract or a direct narrative, it has to tell a story, not just glamour or girls dancing. It has to have meaning,” he added.

Watch the video below:

A director who’s seen it all, from the 90s to now….this is what he has to say about today’s music video directors!🎬🔥 pic.twitter.com/ZhYHx8RVWE

— 3Music TV (@3musicnetworks) April 15, 2026