Ebuka Nwobu Is The Producer Behind Some Of The Best Music Videos Of The Past Year

While they usually only last about three minutes, it actually takes a village to create a great music video, with a relentless producer leading the charge. One of such producers is Ebuka Nwobu, who is responsible for clips like Rema’s “Dumebi”, Santi’s “Sparky” and Odunsi’s upcoming “star signs”. 

Leading the production company, Ladder, Lex & Booker, alongside his brother, Chisom Nwobu, the multi-faceted talent entered into music video producing in order to fill a glaring gap within the industry, and he is already making a mark that’s impossible to ignore. 

Counting only three competitors at the time he decided to commit to producing music videos, Ebuka noticed a vacuum and was positive he had the right skill set to fill it. So he did, and he has now emerged as one of the most conscientious producers working today. 

Working with directors, as well as the clients themselves, Ebuka sees his role as a facilitator for “the best possible execution of their creative visions”, handling the entire spectrum of their needs, from pre-production conceptualisation to post-production feedback. 

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“I’ve had to dab and powder an artist on set because the makeup artist had to leave”

Ebuka tells Konbini, as he proudly fires through his gargantuan workload, which includes pretty much every task on and off the set. 

“[My job] usually involves oversight of location scouting and booking, crew and gear hiring, talent casting, production scheduling, budget creation and administration, post-production supervision, creative direction and more.”

But Ebuka is never overwhelmed by the multiple tasks his work requires him to fulfill, in fact, he thrives under the pressure:

“My ideal project should have me doubt my ability to deliver at the onset, well just before I remember I’m Mr. Produce Anything.”

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With a ‘nothing is impossible’ mindset, Ebuka is a glutton for challenges, relishing in the opportunity to do what others around him can’t even imagine. Informing Konbini that “there is no concept too crazy for me to execute”, Ebuka explains how he earned the nickname, Mr. Produce Anything: 

“My approach to life is that nothing’s impossible to them that believe. Based on this mindset, the directors I work with know there’s no concept too crazy for me to execute.

So, I wrote Mr. Produce Anything in an IG story one time and I guess I said it enough times for people to say it back.”

From The Native‘s vibrant campaign for their jersey with Nike, to Kizz Daniel’s stunning ode to Lagos, “Eko”, Ebuka really can produce anything, and he does so almost without fault — even though he admits that behind the scenes are usually hours, days and weeks of stress.

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According to Ebuka, the videos that present the biggest challenges are the ones shot deep within the slums of Lagos. He cites shooting Kida Kudz’s grimy “Jiggy Bop” and Kizz Daniel’s “Eko” as two prime examples, with both ending in the crew narrowly escaping thugs.

Despite all the tumult that comes with being a producer, Ebuka is determined to stay the course because he knows just how impactful his work is to the Nigerian music industry. Well, we certainly cannot wait to see what else Mr. Produce Anything has in store for us.

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