Christian music, like any other material or resource, generally have a church rotation/airplay span of a few months (if it’s a really good song and by a popular artiste) and a few weeks if it’s an average artist. The airplay period is the span of time in which the song filters through church pulpits, playlists and radio airplay.
However, leaving the airplay doesn’t mean that the song has lost its relevance, it only suggests that people have found again, an alternative and a replacement to that song. There are definitely a few exceptions to this rule. Some songs have maintained Church rotation for over a year but this doesn’t annul the few months – few weeks Church rotations/Airplay principle. It’s almost as if we move on very quickly.
Aristes that understand this do all that they can to ensure that their songs maintain airplay for longer than the average of a few weeks either by social media promotions or radio tours and within that period, cash out as much as they can from that song.
On the 3rd of July 2017, a few days after the renowned June 2017 Hallelujah Challenge, Nosa released Most High – a single alongside his colleague, Nathaniel Bassey. As expected, the single performed well on charts, on airplay and on church pulpits. Only that, as expected, there was a time frame for its performance in those circles. But, Nosa is not having any of that and his newly released visuals for the single has proven that.
There is nothing strikingly unique or dramatic about the video asides its simplicity and minimalism which made it just perfect. For the most part of the song, the artistes – Nosa Omoregie, Nathaniel Bassey and the supporting acts were clothed in white and little touch of blue – a subtle way of driving attention away from the acts on the screen back to the worshipped – God.
The video took a little drift from the new trend of cliché high budget music videos clad with about 1 minute of sometimes unnecessary drama and ending with same.
Everything about the video seemed right – the timing, the costume, the set and symphony between both artistes. Most High is back before our faces with a second chance at gaining social media numbers, church rotation and airplay. Not forgetting that beautiful music video, nicely put together with every act in place artfully compels you to join in worship.
Excellence is not expensive and Nosa just showed us how. Nosa never ceases to impress and this video just confirmed that.
Watch the video below:
So should we be expecting more from Nosa before the year ends? Only him knows.
The video was directed by The Myth.
Bolu Akindele is a freelance writer and journalist whose work covers religion, human interest stories and development across Nigeria and increasingly, West Africa.