Creative Spotlight is a segment that puts some of the most talented and innovative Creators and Creatives living in Africa and the Diaspora in the limelight. It is our way of letting you discover the people behind the creative works that you see, listen to or wear on a daily basis. Today, the creative we will be spotlighting is none other than Ghanaian Creative Director and Filmmaker, Kelvin Fiifi Bani known in the creative space as BaniWxrld.
Tell us a little about your background
I’m Baniwxlrd, a film director and the Head Creative at Purple Child Creations. I’ve always been driven by a bold, innovative vision, and that passion has shaped some of the most iconic moments in music and visual arts today. I grew up in Tema, Ghana, where I was constantly inspired by the creatives around me. My journey in the creative industry has been anything but linear. It’s been a real roller coaster. Many people know me from my earlier days as a rapper. Even though I eventually shifted into filmmaking and creative direction, I never lost touch with that side of myself. In fact, it’s helped me a lot in my A&R work, giving me a deeper understanding of artists and how to bring their visions to life. I had the privilege of leading the creative direction for Kweku Smoke’s unforgettable Revival Concert and his performance at the 3 Music Awards. More recently, I played a central role in shaping the second edition of the Revival Concert. Africa’s biggest hip-hop concert to date. Pushing boundaries has always been part of my journey. This industry hasn’t come without its challenges, but I’ve stayed committed, and that perseverance has started to open doors. My creative touch can be found on some of Kweku Smoke’s standout projects, including “Playman”, He Just Different, Kweku Jesus, and Big Bang: Born in Hell.
As both a creative director and A&R, I’ve also directed music videos like Kweku Smoke’s “Kweku Playman”, which earned me nominations for both Video of the Year and Director of the Year at the 2024 Ghana Music Awards. Other projects include “Do That” and “Blackway”, as well as recent work with Cina Soul, directing visuals like “Too Bad”, one of the most talked-about videos of 2024. I also worked on Kojo Cue’s powerful “Mac Tontoh” video and several visualizers for Kweku Smoke’s latest album. At Purple Child Creations, my mission is clear: keep evolving, keep creating, and keep giving the next generation something to believe in. My art will always carry its own identity. I’m still exploring, still growing and honestly, the best is yet to come. The younger generation is the future, and we’re only getting started.
What inspired your brand name?
Bani is my last name, and Wxrld is simply a stylized version of world. I replaced the “o” with an “x” to make it stand out more. I’ve always felt like I’m building something unique. something that sets me apart. It often feels like I’m in a world of my own, and that’s how BaniWxrld came to life.
What and who inspired you to choose your career?
Years ago, I started out as a rapper and gained some recognition at a young age. I’ve always had a deep passion for the creative industry, inspired early on by the music my older siblings introduced me to. Creativity runs in my family. my brother is a stylist as well. My journey into film began when I started shooting content for my cousin, who was also an artiste. I realized we couldn’t both carry the same load, so I decided to put my music career on hold to support his. That’s how I transitioned into filmmaking shooting his music videos became my entry point. Being around artists still inspires me, and that passion for music never left. That’s why you’ll often hear me doing additional vocals on many of Kweku Smoke’s records.
At what point in your life did u decide your career path?
I began my filmmaking journey right after high school at Accra Academy. Even though I was already passionate about it during my school years, I quickly realized there were no shortcuts I had to go through the process. That’s when I truly started honing my craft around 2016/2017.
Details about your work? What does it entail?
I’m a filmmaker, creative director, photographer, and talent manager. I currently serve as the lead creative at Purple Child Creations, a film and marketing agency based in Ghana. Our agency specializes in film production and provides creative direction to artists, helping them develop and shape their brands visually and aesthetically. I also manage the career of Ghanaian rapper Kweku Smoke, overseeing the business side of his artistry. In addition, I work as an A&R, collaborating with various Ghanaian artists to help refine their sound and creative direction.
Your past works? People and brands you’ve worked with.
I’ve worked with a range of artists and brands including Kweku Smoke, Sarkodie, Cina Soul, Kojo Cue, Camidoh, Knucks (UK-based artist), Kamafo and Akwaaba UK, among others.
• Led all visual and creative direction for Kweku Smoke’s recent albums • Creative Director for the Revival Concert, overseeing full visual production • Directed Kweku Smoke’s performances for the Ghana Music Awards 25 and 3Music Awards 2024 • Directed the 20th Anniversary campaign ad for Ghana Party in the Park (Akwaaba UK) • Worked on production projects with both Safari Valley Resort and Aqua Safari • Collaborated and produced multiple TV ads for Hair Senta • Served as Creative Director/Collaborator on Hibs Africa projects • Collaborated with Kojo Cue on various Projects • Directed the “Praise of Women” documentary • Creative directed Cina Soul’s “Did I Lie” album
Recent Notable Works
Directed a few projects and videos such as: Kweku Smoke’s “Jah Guide” music video, Cina Soul’s “Larger Than Life” featuring Stonebwoy music video, the Revival Concert production, “Too Bad” by Cina Soul, Sarkodie & YGA O’Kenneth, Kojo Cue’s “Mac Tontoh” music video, Ghana Party in the Park Ad, Kweku Smoke’s performances at the 3Music Awards 2024 and Ghana Music Awards 2025, Kweku Smoke’s “Kweku Playman” music video and worked as the creative director for Cina Soul’s “Did I Lie” album, and Kweku Smoke’s “Kweku Jesus” and “Born In” albums.
Other Relevant Information that you believe the audience should know about you and your work.
I might be one of the youngest filmmakers and talent managers currently in the industry, proudly running my own agency. My vision for Purple Child Creations is to inspire and uplift the younger generation. This agency is built for them because once our youth fades, it’s up to them to pass the torch forward. Right now, I’m working on a few short films set to release in 2026 and actively focused on expanding my clientele.
Advice Creatives Venturing Into Your Field
Filmmaking and creative direction are incredible passions to pursue, but they require discipline even as you learn to break the rules. There’s no set formula for success. it’s all about exploring, experimenting, and consistently creating. What matters most is staying visible. The most rewarding part of the journey is often found in the struggle.
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