Music videos have undergone a significant transformation alongside the artistes and with that another group has gained recognition for their talent, presence and impact on the visual storytelling aspect of the music.

Video vixens, formerly perceived as mere eye candy, today are breaking stereotypes and curving out a niche as empowered professionals among the youth.

A video vixen is a male or female who appears as a background dancer or love interest in a music video's songs. Their role is primarily visual and they are chosen to enhance the visual appeal of the music video and captivate the audience

However, much as they are taking their own stories, challenging societal expectations, they also demand recognition for their artistic contributions.

Through interviews with influential video vixens, we explore how they have redefined their profession and paved the way for a new generation.

In an interview with Firdaus Ingabire famously known as ‘Kay C’ who, as video vixen, has been able to work with renowned artistes like Marina, Bruce melody, Urban Boys, Allion, Queen Cha among others, shed light on the challenges, which limit their opportunities for diverse and meaningful roles in music videos.

"The music industry has extremely expanded and has given enough room where everyone can freely expose their talent, which among them are the video vixens.”

However, she is also concerned about ‘objectification’ where they are primarily valued for their physical appearance rather than their talent or skills.

"They also face negative perception and criticism from the public and media, which can have a negative impact on their personal lives,” she added.

Ingabire, currently doing her own business, closed her line on the lack of representation saying "if an artiste has a management why not video vixen, which in turn, limit visibility and success of vixens from underrepresented backgrounds,” she revealed.

She further suggested that this particular group should jointly work together, create a unified brand, and collective efforts to create a more inclusive and respectful environment within the entertainment industry.

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Cadette Umukundwa who, as a professional video vixen appeared in ‘Agafoto’ by Jules Sentore, ‘Jowana’ and ‘Mali’ by Confy, ‘Njonogo’ by K8 Kavuyo and ‘Jojo’ by Platini, echoed the same sentiments saying they are still grappling with societal stereotype and family mistreatment.

"People are generalizing some people’s failures which in turn, come back to an aspiring individual hence creating some setbacks as well as limited career growth.”

Video vixens have emerged as more than just a visual component in music videos. They have become a force of empowerment and artistic expression among today’s youth.

Through their determination, resilience and creativity they are challenging societal perceptions and celebrating their achievements as remarked by Umukundwa.

Due to their growth, there is an initiative for the ‘Video Vixen of the Year 2023’ going around where nominees are chosen as influential figures who have shattered conventional norms and are ready to embrace their unique talents.