Lovin' You

Lovin’ You is a high-energy music video. A brand-new cover of the classic romantic ballad by Minnie Riperton, now performed by singer Carolina Medina – the video is directed by Leah Nicole. Within the video, we see star Medina placed in various superficial locations and scenarios. These include the following: sat outside some European café; in a blank space with rhythmic flashing lights; and most prominently, and most authentic, a bar or club. We also get to see Medina experiment with her outfits and wear a range of costumes. According to the filmmakers, it was captured for the most part in the star’s living room, with the exception being these sequences in the club.

It’s a successful enough showcase of confidence, charisma, and overall stage-presence. But unfortunately, there’s something inherently lacking in the overall production and delivery. This is not a polished piece; however, it is consistent, and it is enjoyable viewing for three minutes. Carolina Medina exudes a positive feeling and is incredibly likeable. Updating the song electronically makes the overall tone feel slightly repetitive as opposed to the soul characteristic of the original. But, then again, it certainly suits the club scene of the modern age; it’s catchy, fun and indicates a party attitude.

To pinpoint perhaps the most damning issue with the video, it would have to be the inaccurate lip-syncing. It’s difficult to know exactly how this would have happened, and while it only takes place a couple times, it does significantly disrupt the musical illusion. But as stated, the arrangement of the piece feels consistent overall. The editing is most competent and definitely lends the video much of its energy and tone – despite a few of the anachronistic digital transitions.

From an objective standpoint, here would be my main piece of advice when it comes to next making a music video: go outside! Whilst the fake background stuff is actually pretty amusing and successful in a cheesy sort of way, what this work severely lacks is engagement with any sort of dynamic, colourful environment. I can imagine this star’s style of performance really working surrounded by nature or even a cityscape – just something that holds cinematic depth and movement. It would also make the director’s job a lot easier when it came to making shots appear engaging to an audience. It’s entertaining to see her in a bar, flirting with a guy and bouncing off her very supportive and winning friends. But we need more of her interacting with her environment, otherwise it only solidifies the feeling that this was shot in some strange – albeit charming and welcoming – bubble.

In three minutes, singer Medina and director Nicole craft a fun time for their viewers. For a lower-budget production of a music video, it’s great to see what they managed to achieve since it does feel like a music video. It’s poppy, it’s romantic, and it evokes a lovely sense of celebration. It’s almost a shame that one needs to formally deconstruct it as a piece of filmmaking, since it can simply stand alone as cool, fun thing that some creatively inspired people felt they wanted to make – and this critic is glad they did.