Video Review: Aminé “Spice Girl”

In his candy red painted family room, Aminé stretches his arms out on the couch while a naked woman (with his face superimposed over hers) lies next to him.

Riding a toy bike, two police officers (also with his face) chase him down the street at night.

In his bathroom, he receives some soap from a duplicate of himself who sits on top of the dispenser. He covers himself in soap. He raises his foot to sink to cut his toenails. While he wiggles his toes, his face appears on his foot.

At the tattoo parlor, he gets his album’s title, “Good For You” written across his chest.

The warden shoves him in the chair and he cusses him out. He picks up the phone and talks to his girlfriend (Issa Rae). His girlfriend thinks he’s interested in someone else and taps her on the shoulder, asking her if she wants to sleep with him. He puts his hand on the glass. She considers it and then gives him the finger.

In a room, yellow Post-It Notes are stuck everywhere, including him, with the album’s title written on it.

Chained to a bullseye, he turns to the center.

Mel B gesturing her hands, tells him what she really wants. Several profane takes follow.

Rating: 2/5

At Portland University, Aminé majored in Marketing, according to The New York Times, and worked on his music between classes. With each vignette, he addresses his audience with a stiff bullet point to reach his record company’s sales goals.

1) Know Your Audience. They are into pop culture, visit art museums and socially aware. They want a message with their music and not be sold an unrealistic lifestyle.

2) What Are Their Needs? – They lead their friends on what’s popular, posting a video to their social media’s timelines before it hits the Top 40. They read indie and mainstream magazines to keep up.

3) How Can They Be Reached? – They know music videos are a promotional tool. However, they are always onto to the next thing. The album’s title must be written multiple times in order for them to remember. They are also creative. Memorable images, such as being covered in Post-It Notes and a giant soap dispenser will make a lasting impression.

In textbooks, a screenshot of the video will be provided, asking the students how he achieved the goals. While the goals were met, the constant promotion was redundant, stating its point several times after it was made.  The Post-It Notes image sold the idea in its 30 seconds.

Director: Aminé Year: 2017

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Pam Avoledo Administrator
Pam Avoledo spends her time binge-watching classic teen dramas and stands firm in her pro-Leyton stance. She also received her journalism degree in 2006 from Oakland University. Her work has been published in the White Wall Review, Sledgehammer Lit , Greatest City Collective & 45 Magazine and forthcoming in Daily Drunk Mag\'s Kristofia anthology.

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