Rapper Lyrical Joe does not agree with the notion that music videos are no longer relevant in modern music business.

His comment comes after some music stakeholders including artiste manager BullGod had recommended that visualisers were more effective in recent times than professionally produced music videos.

The Ghanaian rapper told Doreen Avio and DJ Slim on Daybreak Hitz that visualisers don't have the attributes to make strong business statements.

"Trust me, they're not going to play your visualiser at the Grammys or MTV music. No, you need good music videos to your catalogue. That's the way. Even when a label or company is coming for you, you open your catalogue and it is not visualiser [you] show them. They are seeing the amount you've put in video and everything so they know how much they're about to pay you. They know you don't play with your brand,” he noted.

Similarly, he said although freestyle videos also appeal to music audience, the importance of official music videos always tower over other forms of visuals recorded for music promotion purposes.

"You see people like freestyles right, they love it a lot but no matter what, it will never go a long way to beat your catalogue as a musician. And freestyle you can do it over and over again, you can only shoot the main video once,” he added.

Lyrical Joe's emphasis on building a strong catalog and investing in high-quality music videos highlights his commitment to his artistry and brand.