Welcome to One Concept Videos

By Kabura Ng'ang'a 

Many artists have been taking to storytelling in their visuals when they are releasing their albums. It has been happening for a minute now but I think it took root when Beyonce released Lemonade in 2016. There were four songs that had their videos telling a story and it overflowed to the next video concept. An example is when you watch ‘All Night Long’ and follow it up with ‘Sandcastles’, it feels like you are watching the same video.

It, the concept has been well utilized in the indie rock world where artists such as The Lumineers have created series songs with labels such as ‘The Ballad of Cleopatra’ and people like Florence_+_the Machine from their album How Big, How Blue, How Beautiful we get the series ‘The Odyssey’. The concept is about recognizing that an album will in most cases have more than one song that sprout from the same situation or event and so it makes sense to have videos carry the same story to give finality to the situation or to carry the emotion a little longer into the album.

A lot more artists have been adapting this. It is also exciting to watch more artists take this up now that more and more albums are being released every Friday.