A2 G324: TINASHE - DECONSTRUCTION

DECONSTRUCTION:

Tinashe - Flame
In this deconstruction I will be covering:

• Synopsis
• About the Artist
• Timeline
• Lyric Analysis
• Record Label
• Digipak Deconstruction
• Magazine Deconstruction
• Focus Group Feedback

I am interested in deconstructing Tinashe's Flame music video because she is a very strong and dominant individual who puts much effort into her videos and style. She is an amazing dancer which results in her videos being mainly performance based which appeals to the younger generation. In this section I will be looking at the artists artwork, video, magazine covers and background, to really understand her way of promoting her music.

SYNOPSIS:

The actress is remembering the good time she had with her boyfriend. However, their relalationshhp has ended and she wanted to get revenge therefore, she burnt their house and lit it up in 'flames'.

ABOUT THE ARTIST:

Tinashe Kachingwe in an American R&B artist. Her 2014 single ' 2 on' featuring Schoolboy Q peaked at #21 on the US R&B chart.

She is a songwriter, dancer, actress, record producer and former model. Her horoscope is Aquarius which is the name of on of her albums. 

TIMELINE:

00:00 - 00:04 - The ocean water is shown close up moving with the wind. The water is very dark suggesting it is night.

00:04 - 00:16 - The scene quickly cuts to Tinashe and her lover lying in a white bed. The camera slowly moves to the left to reveal Tinashe awake turning her head to the left to see whether the man is awake. Her look is very natural since she has supposedly woken up. The scene then cuts to flames burning polaroid pictures. The flame is slow to match the pace of the music. A cut transition then shows Tinashe in the same position as before. Handheld shots are used here. 

00:16 - 00:22 - Tinashe is lip syncing underwater wearing a tight black strap top. Her hair is open floating in the water. The water is very dark around her however, there is a white glow around her figure. These contrasting colours illuminate the artist and draws the audience attention to her. A wide shot shows her getting out of the water, and close up shots of the mans tattoos and face are shown. This is to represent the man as someone any girl would want. This is common in female artist R&B music videos because they like to show their audience that they can get any good looking guy by their side. 

00:22 - 00:44 - The couple are shown to be laughing and having fun through an over the shoulder shot. Tina she is lip syncing the song seductivly by looking through her eyelashes, running her fingers through her hair and touching her face softly. The man does not move in some shots, this may represent how he is not that important in the video and all the attention should be on Tinashe. Quick cuts are used to create a faster pace. 

00:44 - 01:04 - The couple are brushing their teeth together showing that they are ‘one’ and have a really strong connection. Both of the characters are wearing white, and the background colours are very light as well. White connotes to completion and wholeness, which may represent their bond. 

1:04 - 01:20 - An extreme close up shot of the actresses face is shown. She is wearing natural, light makeup therefore, is not too overpowering. Her hair is big and curly to suggest dominance and power. This may explain why the man is under represented in this video. The colour in this video is very warm toned to reflect the colour of a ‘flame’. The scene then cuts to a front tracking shot of Tinashe dressed up wearing a small top and jewellery. 

01:20 - 02:08 - Wide shots, long shots, close ups and zooms are utilised to show the actress/artist in a dominant way. She is wearing minimal clothing and knee high boots to elongate her legs and show of her body in a provocative way. The setting is dark however, the colour of the flame lights up the scene and bronzes the artists skin tone to make her look goddess like. 

02:08 - 03:20 - Tinashe lights the house on fire with a sparkler and alcohol because it appears that her relationship has ended. High angle shots are used to show her dangerous and powerful side since she just lit the house on fire. A low angle shot of her standing in front of the burning house is incorporated to portray how fierce and large the fire is compared to her. 


LYRIC ANALYSIS:

RECORD LABEL:

RCA is an American record label owned by Sony Music, a subsidiary of Sony Corporation of America. 

• Epic/Song Records