Music video analysis (Tinashe)

Analysis of '2 On' Tinashe featuring SchoolBoy Q

The video for ' 2 On' was directed by Hannah Lux Davis and premiered on the 24th of March, 2014. This therefore promotes the artist and the single's release had marked a key point in Tinashe's career as it helped the artist become more recognised by the public. 

The video starts off with a close-up shot of Tinashe making direct address with the audience. This then engages the audience from the very beginning as the video is more personal and enables the audience to view her facial expression. Following this shot, the narrative is cut and a mid shot of the artist is used. In addition, the dark lighting turns her body into a silhouette and therefore enables the audience to view her hour-glass physique. Furthermore, this particular lighting also signifies that the video will be based around a dance routine as strobe lights are commonly used for this effect. A straight cut is then used to present Tinashe walking towards the camera and wearing; a bra-let, black baseball jacket and excessive amounts of jewelry. All in which make up a stereo-typical outfit for a female, hip hop/ rap artist. 

Once the singing has begun, a relationship between the lyrics and the visuals has straight away been distinguished. And this is shown via Tinashe lip-syncing and moving her body to reflect the lyrics. This is a fairly common convention of a hip hop/ rap music video and represents Tinashe as having an attitude and as being a good dancer. The artist is later presented meeting up with her friends, at what looks like an old Ware-house that has been modernised to become a 'hang-out' place for the group. And again, the characters are presented wearing a similar costume to Tinashe's. Later on in the extract, the narrative again cuts and returns to Tinashe in the dark room with strobe lights. Again the relationship between the lyrics and visuals is reinforced as shown via Tinashe posing both hands into a gun position, when she sings 'bang, bang'. 

Later on in the extract, the reference to the notion of looking has been distinguished, which is shown when Tinashe is looking at her mobile phone and there the audience can see her writing a message saying 'I'm getting dressed up, and feel like partying with my girls to Tinashe'. This is therefore promotes herself and her music. Throughout the video, many close-up shots of the artist have been used and this could perhaps be a demand of the record label so that Tinashe can develop her star iconography. Tinashe and her peers are then presented to be messing around with party balloons, taking selfies and dancing, which is stereo-typical behave for a young, group of female friends. Therefore, this could suggest that the audience for this video is young adults. 

The music for the video is fairly up-beat and energetic and this is reinforced via the lively and fun visuals of Tinashe and her friends. Therefore this distinguishes a relationship between the music and the visuals. In addition, when the beat becomes faster, the artist and her friends are presented dancing to the same choreography and again this is a common convention of a hip hop / rap music video. Later on in the extract, Tinashe is shown to be looking through a rail of clothing and quickly removes her top, which flashes her bra. However, this therefore represents Tinashe as sexual and attractive and therefore references to the notion of looking, particularly the voyeuristic treatment of the female body. Once making a change to her costume, a long-shot is used of the artist and the back-up dancers. They are also presented to be wearing colour coordinated outfits and again, dancing to a set choreography. This particular routine is energetic and on time with the music, making the video more engaging. 

When rap artist, SchoolBoy Q is introduced, a close-up shot has been used and enables the audience to view his facial expression and costume choice; a bucket hat, sunglasses, a grey T-shirt and a parka Jacket. All in which make up a stereo-typical outfit for an artist within this genre of music. Towards the end of the video, all the characters take part in an up-beat dance routine and also have a cake fight, which represents this age group as fun and enjoying themselves, therefore making the video entertaining and more engaging. Furthermore the video ends with a slow motion shot of Tinashe twirling around as the music becomes more subtle and eventually fades out.