Business

Love Me NOT: Director Sesan What Happened to Tiwa Savage’s ‘Love Me, Love Me, Love Me’ Video?

Music Video Director Kemi Adetiba, I can objectively and unequivocally say, has to be one of the few video directors, if not the only one, who gets that the key purpose of a music video is to promote i.e. sell the artist, hence, the story line is critical and should be well thought out. Tiwa Savage’s’ ‘Love Me, Love Me, Love Me’ amidst all the Ice Prince album launch hype, managed to squeeze in a little notice that her video for her hit single  was forthcoming this past Monday. The video finally arrived and frankly, I am disappointed. The focus here is not on the imagery. My focus is on the plot/story line. We all know that the likes of Clarence Peters, Sesan, Bobby Boulders and Kemi Adetiba, among the many video directors out there, know how to and do shoot strong video imagery/picture quality. It is the minimum threshold and industry standard they should meet and they do. Beyond the scope of the basic standard, the next question has to be the story which will sell the artist. This is where you begin seeing what separates the really good music video directors from the average ones.

The story is crucial because a director is helping to communicate to fans, media and the world, who the artist is and on the global level, the new Nigerian identity. If executed well, the new Nigerian should resonate with persons around the world.This means our videos should be able to make a youth in the USA cry, laugh, dance, love, hate etc. as much as it does a youth in Nigeria, Malaysia, South Africa, Ghana or what have you.

Clarence Peters has been consistent with his delivery and to a large extent his story lines. Kemi Adetiba, albeit new, is proving to be a contender and a master at story telling. This video below produced by Director Sesan, in behalf of his client, Tiwa Savage, to me, fails to deliver consistency much less a story line to enhance or sell his client or the very powerful emotions that the song on its own evokes.

‘Love me x3’ has got to be any woman’s anthem, worldwide. We all want to be loved and while we would rather not beg, plead and cry the way Tiwa’s vocals do on her song, her pleas touch a chord deep within that we all resonate with. Even men resonate with it. It is why it is a favorite among the ladies and will continue to be.

Therefore, when a director takes on such massive hit on his hands and proceeds to communicate these feelings, he or she must have a healthy understanding and perspective on the story line, making sure the video evokes just as powerful an emotion as the audio.

In the newly produced video, Director Sesan, what exactly is going on here? Where is the plot? Where is the real action that drives the story forward? Granted the models, especially the male model, is nothing but pure hotness. But, the below average video only helps amplify the male model rather than the star of the music video, Tiwa Savage.

There has got to be a clear story  line/plot and it has to make sense. The dialogue starts out great. Everyone that has been in a relationship knows either you or your significant other will at some point complain about lack of time being spent with one another. It is a dialogue that resonates on a universal level with universal themes. Now Director Sesan connect the dots? Homeboy is headed to work, so he can’t spend time with his girl. His girl said, “I thought we would spend the “day” together.” Where is the work he was supposedly headed to? Is it in the day time? You do a great job capturing the city at night and zooming into their bedroom.

But, is his work in some alley? He has tattoo all over his chest. What kind of work does the fella do? Is he a tattoo artist? What is Tiwa doing with her girlfriends at what seems like an abandoned and dangerous alley in the middle of the night dressed the way they are? Is that where she finds love? Is she trying to sneak up on her man? Okay, then show her man working. He said he had to go to work, not so? What’s with the tall buildings and her friends on the tall buildings? Isn’t this about Tiwa and her man?

What’s the story? Lots of dark imagery going on here. What’s the message? I think you failed to communicate your client’s brand and she got lost in the whole mix. I am also a bit confused on the styling but to stay focused on the plot, I will ignore the styling here.

Needless to say, this is my opinion. But the point is, music video directors cannot be content with just shooting videos. They need to think through the concept and think about their clients. The point of a music video is to market and sell the artist and create, at the very minimum, above average music videos, to attract new fans and help with CD/MP3 sales. Tiwa is an artist that has had success here in the USA. Her personal brand should not become diluted just because she shoots a video.

Having said all that, Tiwa is a strong artist who has been hustling quite hard so I expect her talent and presence in the video will still make this video work. Nevertheless, Director Sesan, step up your game on the story line/plot and also consistency in your delivery. Two videos worth taking note of is Clarence Peters recent work with Naeto C’s 5 &6 and yes again Kemi Adetiba’s ‘More You’ with Bez. Look at these videos and contrast with Sesan’s Tiwa Savage video. The difference, strictly focused on story line/plot, is clear like 7up.

Clarence Peters ‘Naeto C’

Kemi Adetiba ‘Bez’ More You

Sesan’s Tiwa Savage ‘Love Me, Love Me, Love Me.’

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4 Comments

  1. Bukola says:

    Miss Uduak you are the best and only critique i know in this industry and i really respect you for that. Sesan has never delivered in terms of storyline or concept he lacks it totally. He messed this song up the same way he messed up Weird MC’s Happy Day. He should step up his game. I would continue to respect Clarence Peter, Kemi Adetiba.

    Sesan, Patrick Ellis, Akin Alabi please step up its a new world order.

    1. Africamusiclaw says:

      @Bukola – Thanks and thanks for your comment.

  2. Great write-up. I LOVE the song, & Tiwa Savage, but yeah, the video was a bit underwhelming.

  3. Hollalaykan says:

    Ok I just stumbled upon this site even though have been following Miss Uduak on twitter for a while . Now I will have to keep ma eyes on this blog. Back to the main issue , my comments on Notjustok when I saw this video is exactly the samething you highlighted . Yes the video is of good quality .. Camera effects and all . I think those are just to attract the viewers but the story line of that song was much more than what Sesan put out there. Even though in my personal opinion, I feel its quite difficult for directors to come up with a video that matches a song’s hype if the song has been a hit for couple of months .. from 2face’s African Queen, to Oleku, to Gongo Aso , to Dbanj’s Suddenly etc .. But I still feel this Tiwa’s song has a heavy story line which could have gone with several concepts without losing its focus. I cant seem to find the depth in the concept Sesan chose to use. I dont think this problem is with Sesan alone but alot of Nigerian music video directors seem to lack creativity in aspect of storyline into visuals .. One can hardly put the story line of most Nigerian music videos together from just the Visuals.

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