Baaba J
Baaba J is a genre-blending Ghanaian artist whose sound merges soft rock, hip-hop, and pop with a distinct storytelling flair. Her work explores themes of family, friendship, self-love, and community, earning her a growing fanbase across the continent. Since her debut project Lumumba St., Baaba J has remained committed to using music as a tool for healing and hope, describing her first five years as the “prelim” to the career she’s building now.
Baaba J approached HYPHN at a pivotal moment in her career. She needed a visual identity that matched the emotional depth and duality in her single Sunshine, a track rooted in vulnerability, softness, and strength. The brief was to create a music video that captured the interplay between rain and sunshine both literally and metaphorically, while enhancing her brand as a multidimensional artist with crossover appeal.
We crafted a visual narrative that echoed the emotional duality in Sunshine, blending soft, earthy tones with bold pops of colour. Through a balance of smooth and intense pacing, serif-led typography, and thoughtful camerawork, the video captured Baaba J’s transition from introspection to light. Shot across Accra, each frame was designed to feel grounded yet poetic, just like the song.
Sunshine became Baaba J’s most-viewed music video to date, crossing 100K views on YouTube and marking a major milestone in her artistic trajectory. The video was praised for its intentional art direction and emotional resonance, helping establish her as a powerful voice in Ghana’s alternative music scene.
"This captured the exact vibe I was going for with Sunshine."
