Well… At least the song is good?

and read this: openpr.com

         

yep this is whats wrong with the music video world. actually a friend did the 'making of' for this vid - hello mtv peeps. anyway she got back from the shoot and said 'it was just a tunnel. a big tunnel'. she wasn't lying.

         

Drake shares, “I like to tell stories with my videos-- and Timbaland’s new video is going to be unlike any other. Utilizing the tools of incendiary cinematography and fierce lighting schemes, I plan to sculpt an edgy masterpiece, oozing with style and impact. With each rhythmic pulse and beat we will time crafty edits, sharp as tacks and smooth as steel.”

“This video is going to be an artistic expression of Timbaland’s music. As an added element of force and velocity, we will follow Timbaland as he cruises around the city. From the colors, to the wardrobe-- to the edits, we will craft a slick masterpiece that defies genre and truly defines cool,” says Drake.

BWAHAHAHAHAHAHAHAHAHA...what a pompous thing to say...after all that hype just watch the video, you'll understand why im laughing.

         

Isn't this the guy who directed those Vincent Chase movies Queens Blvd and Medellin?

         

haha, it might as well have been. With quotes that refer to his own work as..."edgy masterpiece"..."slick masterpiece"..."defines cool"...wtf? who says shit like that? oh wait, shane drake apparently does.

         

My favorite is "defies genre."

         

timbaland may be talented but i feel akward watching him in videos b/c he is so self-conscious and makes weird faces

         

I love to see more videos sponsered by McDonalds lol

         

MOOKIE: That interview/treatment sample is pretty much how every single commercial/mv treatment I've ever read has been written.

That whole world is so fuckin whacky...It's like the guy who speaks clearly is ignored the most.

All that smoke and mirror shit is not only normal, but terrifyingly a part of the treatment canon.

         

I'm with Lusk on this. This is the way some things get done. There is a long literary history of people not believing their own shit. Remember that.

         

Wow, it looks like something off telemundo from the mid-90s. Was it was filmed in 45 minutes? Those lighting schemes sure were 'fierce' and 'incendiary' though.

And before we get all defeatist and assume the world is unfair, I think it should be mentioned that not EVERY treatment is written like this. Even at the top. You can be a huge music video director and not be delusional and pompous.

         

ok yeah, well. this is not good though.

But hey, thats how things get done.

         

LUSK: oh trust me, i know how things get done. i've read plenty of treatments from x, erik white, benny boom, etc. they all read the same. that may work in hiphop, but every band i have ever worked with in rock always laughs when directors write things like "the band rocks out into the chorus with impact and explosive energy." its a fucking joke, and everyone knows it, so if anyone out there reading this is thinking about writing that in a treatment just do yourself a favor and dont. just because people do it doesnt mean we shouldnt laugh in their face and call them out on pompous bullshit. plus, this was in a press release, they should know to tone down the rhetoric.

but thats besides the point. the real story here is that its a great track with a terrible video. reminds me of those fox promos from 2005 for shows like 24, when sutherland turns into the camera slowly as 9-lights pulsate around him, haha.

         

Slightly better (uh) version here.

I kinda like how it has zero irony, and it could easily appeal to the kids who weren't watching MTV in the early 90's, but otherwise it's kinda bizarre.

         

Ain't this about the third product placement he's done? Auld Macdee probably dain't want anything more than background munchin' music n kickin' a ball 'roun t'yard in the clip does wonders to the impression ov how fit u is after snafflin' a double zillion pounder n a litre of coke flavoured ice!

So I dain't like dis clip, thought it rather naff, not as good as Ms Jade's Ching Ching Ching or the Pussycat Dolls Wait a minute which woz the other two PP's I believe The trax did get into mi 'ead tho'

Timbers OS

more or less the same as Kev's but its got the making ov 'Behind the scenes' link

         

sorry great track...not my kinda vid

         

mov