The video for Ghanaian musician, Kofi Kinaata's song, Auntie Ama has been turning heads, since its release a week ago.

The song, off the 'Kofi oo Kofi' EP, portrays Kofi Kinaata as a troublesome child who was sometimes misunderstood and his mother as a microcosm of the traditional Ghanaian mother who would not spear the rod and allow her child to fall prey to the vices of societies.

The setting of the video highlights the impoverished nature of Effiakuma, giving viewers a foray into the socio-economic struggles Kofi Kinaata and other children in the area have to navigate in order to cross to the other side of life where there is wealth and happiness.

A noteworthy part of the video is the “video game” store where Kofi Kinaata’s highly-trumpeted talent as a ‘gamer’ was groomed.

The video then explores other elements of the songs, showcasing key elements of Kinaata’s childhood including his troublesomeness, cunningness to outwit the disciplinary barriers set by his mother and father and ‘reward’ for his stubbornness which includes lashes from his parents.

The African musical instruments used in the song are played in the video by older women, presumably of Auntie Ama’s age which is an indication of Kinaata’s belief in the power and ability of feminity to serve as a storehouse of Ghanaian values, tradition and customs.