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By Rita Okoye
Renowned music video producer Agah Chinecherem Alexandra, popularly known as Andrawine, says Africa’s growing global influence in music can only be sustained through cultural respect, intentionality, and world-class creative planning.
Speaking with Saturday Sun, Andrawine noted that global relevance in visual storytelling requires “balance and intentionality,” stressing that authentic African identity must pair with top-tier production standards.
She highlighted the importance of strong pre-production, including detailed planning, clean shot lists, solid art direction, and a crew aligned with the vision. According to her, this foundation enables the incorporation of high-end lighting, camera movement, set design, and editing that meet international benchmarks while retaining an African essence.
Andrawine, who has worked on major projects such as Survivor by Charlotte featuring Davido, Bounce by Bella Shmurda featuring Seyi Vibez, and Afroculture by Flavour featuring Baaba Maal, said each project requires understanding its “heartbeat.”
She explained that her creative philosophy centres on honouring culture, understanding the artist, and staying true to emotion. This, she said, is why her visuals differ across projects, from raw street energy to bold global appeal and deep cultural elegance.
“At the end of the day, I create from authenticity,” she added. “Culture isn’t something I copy; it’s something I respect and interpret through a cinematic, feminine lens.”
