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New Video: Tinashe – ‘Company’

Published: Friday 6th Jan 2017 by Sam
tinashe-company-tgj

With the New Year upon us, Tinashe has come out swinging.

Chart success may be perpetually pending, but that hasn’t stopped the performer from showing up and showing out.

Case in point the newly uncaged video for ‘Company.’

The high-octane clip is the latest to be serviced from the singer’s ‘Nightride’ project, which was released as a pre-cursor (of sorts) to her long-awaited sophomore album ‘Joyride.’

Check it out below…

Come (all the way) through with that choreography!

While we wish Tinashe would skew a little more to the mainstream middle with her sound (see: more ‘2 On’s and ‘All Hands On Deck’s), there’s something incredibly captivating about her as a performer.

Watching this is like watching hunger and determination in motion. And we’re all sorts of here for it.

Hopefully 2017 proves to be the year when the stars align for her, because on the merit of her talent and tenacity, she’s definitely deserving.

Your thoughts?

Comments 56

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  1. Jeans January 6, 2017

    I hope 2017 is your year Tinashe! Rooting for you! I like the video!

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  2. Black power January 6, 2017

    *searches frantically for my edges** I’m praying this year the GP let’s her prosper… this girl is soooo f***** talented, she’s literally the full package. Idk why she’s so slept on

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  3. RCR81 January 6, 2017

    I really am rooting for Tinashe, but something is seriously lacking, and in all honestly I think it has a lot to do with record execs trying to push this ‘mainstream’ sound.

    The choreo and song are on point but I just wish Tinashe would stick to her more alternative sound, it was much more convincing

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    • Hillary January 6, 2017

      The fact that RCA released “Nightride” without any promotion at all is very telling about where she’s at on their priority list. There are songs on there (Ex: Sacrifices, Ghetto Boy, even Company) that could have done well with promotion for her label. They left it to Tinashe herself to promote Nightride, and all of the singles that have followed Superlove. She was booked for one promotional slot on MTV’s Wondaland and other than that the only recognition they have given her is Slumber Party which is not her song as also has not been performed on an award show or popular night show. I mean look at this video, her choreography and look slays as usual, but compared to other RCA artists, we can all see that this video had a MUCH smaller budget than usual for a music video of a single. They are completely lost with how they want to her to connect. They endorsed her first 3 mixtapes, which was HER sound, then they released Aquarius while trying to give her a more Urban vibe, despite that the entire album was mostly R&B. This time for Joyride, they started off trying to give her a pop vibe and when the singles didn’t chart they basically put Nightride (mixtape Tinashe) on iTunes and basically said, “Here, tell your fans.” So they’ve tried to market her 3 different ways in 2 years and who knows what they will go for next in 2017. They are completely botching her brand and you can tell she herself is more than done with them after this album campaign. She probably would have flourished with Def Jam, Roc Nation, or Republic. I hope her contract isn’t for a bunch of albums like Kesha’s was, because she needs freedom from RCA quick.

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      • Jasmine January 6, 2017

        Nightride was free. You don’t need to waste a lot of money promoting it.

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      • Keith January 6, 2017

        Hillary, I love you and PLEASE get on Tinashe’s team 😀

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      • Meme January 6, 2017

        I couldn’t agree more. Ghettoboy is still a single in my head. That song does something to me. that entire album. I cried so much listening to it because I connect with her music.

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      • LiLi’n’RiRi January 8, 2017

        I have to COMPLETELY DISAGREE with you. All y’all always go to the same f***** thing when your fave does poorly on an project era. OOH ITS THE LABELS FAULT, ITS THE F****** EXECUTIVES. No no honey. It’s not always their fault. Let’s do some math aye? Tinashe is a creator. She’s like a modern day Ashanti. She WRITES HER OWN S***. s***, at a point in time (In Case We Die days) she was PRODUCING her own s*** in her bedroom studio. Labels are unfair, but fair. A label will negotiate for the artists sake. If you’re a creator like Tinashe, you will most likely be signing a deal with creative control. And if you look back to a couple Iggy Azalea tweets (I don’t have the receipts cuz I’m too lazy to look for them but take my word for it) she says that most labels don’t control what you record. They might recommend people for you to work with and set up a couple of sessions, but for an artist like Tinashe, a creative, just like Iggy, she probably decides who she works with. I mean if u look back to old interviews basically she worked with who she wanted to on Aquarius. Basically what happens is the label bugs off and lets you do you’re thing. Then when it’s time to turn in a project, THEN THEY critique and decide which are singles and on album. THEREFORE, THE LABEL NEVER DECIDED WHAT ‘SOUND’ THEY WATNED TO GIVE TO TINASHE, that was Tinashe’s choice the entire time. She choose what sound she wanted for Aquarius, and for Nightride/Joyride. A label will push/promote what ever the product is worth promoting. Basically what I’m getting at here is that with Aquarius, Tinashe worked with the right people at the right time. IT WAS A PHENOMENAL ALBUM. Probably the best RnBass record of that year (the peak year of RnBass). All in all what I’m getting at is that Tinashe didn’t get so lucky this time as far as material goes. The music she is creating is simply not as good as Aquarius was. BUT I DO ADMIT, THEY SHOULD OF MARKETED SUPERLOVE DIFFERENTLY. I mean Superlove MV is arguably her most successful video. It reached 3M views in 2 days. And that is simply because the video was a masterpiece and her best mv thus far BY FAR.. The song was also a catchy f****** bop, and the song would’ve EXPLODED on urban radio and the club scene if they had schemed up blueprint on how to get this song to the target audience (everybody online; us) What they should have done is hired a couple of people and staged a viral video for Instagram in Vine style. They should have created a new catchy dance to go with the song. The should’ve done what ‘Watch Me Whip/Nae Nae’ did, or what ‘My Boo’ did or ‘Juju on the Beat’ but for this song. IT WOULD’VE BEEN MASSIVE. The potential in this song’s success was clearly shown when the video exploded like it did. I guess they thought that the video alone could’ve brought it to radio but they were wrong. But besides this song, TINASHE NEEDS TO TEAM UP WITH OTHER PEOPLE AND JUST CREATE BETTER MUSIC. Don’t get me wrong i LOVED ‘Player’ ‘Party Favors’ ‘Company’ and ‘Lucid Dream’ but she just isn’t creating as quality material as she was on Aquarius. But i totally think, as I said above, that Super Love would’ve been a HUGE hit if they marketed it right, I will admit that THAT was definitely the labels fault for that one. But for all the other singles, and Nightride, i can’t say I believe it’s completely the labels fault, the material just sucks (not really, but you know what I mean)

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  4. RihNaj January 6, 2017

    Guuuurl my weave got snatch by that choreography 😩🔥👏🏽👏🏽👏🏽

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  5. RoyalKev January 6, 2017

    Tinashe’s so full of star quality! It’s gushing out of her pores! I like this song a little better after watching the video, but it’s still not single-worthy! This is Tinashe’s main problem, the material is either not memorable or it’s cheesy (when she strives for commercial success)! I’ve been waiting for this girl to blow, but I’m afraid her musical output is too middle of the road! I think she’s trying to infuse a soft sexiness reminiscent of Aaliyah, Mya and Ciara, etc… That works for those women, but I think Tinashe would benefit more from having a bolder, catchier, in-your-face sound! This will sound crazy AF, but I think she needs an update TLC sound! I hear her vocals working for songs like ‘Scrubs’, ‘Creep’, ‘What About Your Friends’ and even ‘Red Light Special’ (which is what she’s pretty much been going after recently)! I know these are older type songs, but her lane fits somewhere within this style of music! I hope she shake things up a little bit! The closest she’s gotten to that point after ‘2 On’ is ‘All Hands On Deck’! I wish her luck!

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    • RoyalKev January 6, 2017

      * updated TLC sound!

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    • meme January 6, 2017

      But heres the thing. you consumers are confused because when Tinashe does her “sound” (dark, moody, spacetrap as I call it) everyone complains that it all sounds the same or too much like FKA. They ask for more commercial sounding songs, and then when she does commercial they says it sounds generic. At the end of the day there is no pleasing. Yall dragged her album t the ground and was one DOPE album. And half of you people complaining don’t support music any which way.

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      • FAF January 6, 2017

        I like her commercial music but the debut pleasantly surprised me because other than boss I’d never heard her stuff

        Then when I heard amethyst I listened to her old mixtapes

        Her problem is she confused us w all hands on deck even 2 on was still urban and s*** which is her

        So how u go from all hands on deck and player and Party favors to a mixtape about storms and rain and s***? The mixtape threw things off

        She should’ve dropped this album but they was so busy giving songs to Rihanna which she not even gonna use they may as well shelve this album cuz it’s never coming out

        And just have her do an EP with its songs before her next album

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      • RoyalKev January 6, 2017

        @meme

        Is that her sound? I don’t know which one to pick a part to define her artistry! I have to agree with Faf, she’s lacking direction! Her music is all over the place! It’s a bit odd to give us dark and moody one moment, and then suddenly go bubble gum! Trust me, I want to give Tinashe coins, but she is confusing to me! I like variety and versatility, but she’s trying too much of ANYTHING and EVERYTHING way too early! That’s why nothing is sticking right now!

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  6. steve January 6, 2017

    Well, she is good. Success takes time. Am sure she will get there.

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  7. LoveTinashe January 6, 2017

    Love Tinashe her voice reminds me of Aaliyah it’s soft yet mesmerising. I love the video, song is good but she’s done better like 2ON, All hands, Player. She suits big numbers with huge beats and lyrics that hook you in, but I do like her fresh new urban vibe she brings to the platter.

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  8. Melanin God January 6, 2017

    This is a f****** video this is how you start the year off strong!!!

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  9. Elsie January 6, 2017

    She gave me Janet and aaliyah

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    • Pat January 6, 2017

      She just doesn’t move as smoothly as them n i want her to so bad!

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  10. joselinefan_xo January 6, 2017

    Yass tinaSLAY! Collect every follicle of these edges u little bish. got my bald ass on some “i am not my hair” by india.arie sh!t lolol i love her determination

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  11. prince January 6, 2017

    this will flop just like her other singles. tinashe is not exciting enough to be a mega pop star. there’s nothing to look at or see with tinashe. the dance routine is way too much that it becomes strenuous and difficult to watch.

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    • Jeans January 6, 2017

      I will have to agree. Although she is very talented, we have seen it all before with janet, Aaliyah, Mya, Ciara and Beyoncé.

      Nothing new too see except new dance moves on a different artist. I do like her! She just needs to grab our attention.

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      • Memo January 6, 2017

        With Trunkyoncé? She cannot move as well as Ciara or Janet. Cut the delusion.

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    • A&R January 7, 2017

      I’m actually rooting for Tin but I agree. This video is one of her worst. Sigh… she rarely gets it right. Either the song is dope and the video falls flare or the other way around. I’m growing tired.

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  12. dido January 6, 2017

    She danced very sloppy. She’s good at choreography but on some of the movements she was coming in too early.

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    • cruz January 6, 2017

      Absolutely LOVE her and her music, but I agree she tends to come in early rather than in the pocket :/

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  13. Keith January 6, 2017

    The Youtube comments are overwhelmingly positive so maybe word of mouth will re-launch this girl. It’s time for some new female energy in urban pop. I hope 2017 is her year, she looks so hungry in this video. I’m for it…

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    • Chile Please!!! January 6, 2017

      Yes thank you! People are such horrible critics & don’t recognize good talent when they see it. HATERS!!!

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  14. Ajax January 6, 2017

    Mediocre choreography little to redundant . Clean up the lines and tighten it up . I like this girl but she’s missing something 🤔 She just doesn’t have that it factor

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    • Chile Please!!! January 6, 2017

      OMG are you serious??? WTF are ya’ll watching….lemme see you get out there & do all that hard choreography just displayed in this video. Ya’ll kill me with the critiques….straight up everyday average person trying to school a professional FOH! Video was hot & on point!!

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      • A&R January 7, 2017

        Nah, dance lovers and dancers can see past being able to just place a move. She’s not tight. She dance like a childeren’s competition dancer compared to a street dancer. The doesn’t stick and frame her moves enough. I believe
        She’ll get it with time though.

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  15. Jj January 6, 2017

    I still don’t like her I think it’s her voice she can dance although Ciara sings just ok I still like Ciara’s voice better tinishe got this winery sound

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    • Chile Please!!! January 6, 2017

      Hater! I’ll take her over Ci-error! At least Tinashe can sing….she does her little runs here & there….& she can actually hold a note.

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  16. JEC2 January 6, 2017

    i am a Tinashe hater….HOWEVER. This is HOT. COME THROUGH TINASHE. Now just get better songs….

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  17. Babylove January 6, 2017

    If Britney cant save her then nobody can. At this point of her career, i still plaud her effort and her label tht still put trust in her. Seriously though, she is getting all the tracks tht have been rejected by tones of singers.

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  18. Dev January 6, 2017

    This is the thing, you really have to have something stand out to make it and she doesn’t. If you watch the backing dancers they dance as well if not better than her and she really isn’t the best singer which wouldn’t be so bad if her tone wasn’t so basic. Although i enjoy elements of her artistry, nothing stands out for me about her to the point that i could taker or leave her music.
    I’m all about the music first and visuals later and unfortunately she doesn’t have the vocals to make the music exciting or even exciting enough music to maintain longevity.

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  19. Chile Please!!! January 6, 2017

    YEEEEEEEEEEEEEEESSS Girl! She bess to fawking RIP!! OMG! She gave me a whole new refreshing life with this video…..one of my favs off her EP. She is SUPER talented, giving the girls a run for their money….including your fav. I’m soooo rooting for her in 2017…..HEY! I’ve been rooting for her from the beginning. WERK Tinashe!!!!

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  20. King z January 6, 2017

    Can’t hate the girl, she’s good but damn everything she does looks like a clip
    Of you got served or “honey” parts 2 and 3 – the netflix editions

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  21. MUSICHEAD January 6, 2017

    Bravo!!! THIS is what I’ve been wanting from her. Star power and edge! This choreography was amazing and I will definitely support this single. I’ll even learn how to pronounce her name now!

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  22. H0tness January 6, 2017

    I enjoyed this but Ciara is the one that needs to come through this year.

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    • Keith January 6, 2017

      I wanted Ciara to win but perhaps she should become the RETIRED Janet substitute…raise them babies, enjoy her wealth and realize that her time to dominate her lane has most probably passed. The public that cares will realize she had a moment and enjoy our memories of such…

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  23. Jason January 6, 2017

    She’s dope, and this is one of my favorite tracks to come out in the last 6 months. I want her to win! She’s better than lots of these pop girls out right now.

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  24. Rihboy January 6, 2017

    Not the type of video that I expected!!!! I was expecting a more reserved and s*** type of choreography. But this dance is definitely poppin! Looks a bit familiar, but you cannot deny that she has moves. Like Ciara better come real hard and not use her son or her beard too sell. Tinashe is definitely bringing it more and more with each visual. As for the song; I love it! It’s different! It’s a perfect blend between pop/r&b/ trap/dance.

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  25. Jeans January 6, 2017

    So ready for her to win. On the charts and otherwise

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  26. J-Mar January 6, 2017

    some of yall comments are very stupid she no were near closer to dancing like ciara tinashe wishes she can dance like her no one in the music business can dance like ciara besides micheal and janet.

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    • Truthreal January 6, 2017

      Lies she can hang up there with ciara. I’m a big ciara fan an I can’t even lie

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    • Rihboy January 6, 2017

      atleAst she not kicking people in the face at local bar performances!

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    • Jec2 January 7, 2017

      Punctuation my dear….would’ve helped

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  27. XOXO January 6, 2017

    shes talented but i dont’t know whats missing…. she does not have “IT” whatever “IT” is

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  28. IDONOTREPLY2TROLLz January 6, 2017

    LIFE!!!

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  29. Kinney January 7, 2017

    She’s a good dancer.too much body rubbing.

    I feel like she didn’t stand out and they styled her like her dancers so that’ was big a fail.

    Ciara is an amazing dancer much more technique.tinashe is just a Good dancer.

    I like tinashe and this song is nice .

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  30. A&R January 7, 2017

    I waited on a visual for this song and I’m still waiting on Touch Pass. I’m very disappointed. This is one of her worst videos to date. The costume styling is off and the choreo isn’t fitting. This song screams edgy seduction. Nothing in me wanted to she her attempt a you got served-girl power routine. This is a total miss. She continues to do this to us. But I see the artist potential in her. It’s so frustrating. DAMN! All hands on deck was a FIRE video for a mediocre song. Party Favors was a fire song with a basic video. The songs “Bet” and “Super-love” along with their videos were the best since 2on. Everything else has been off… and because she has a slight vibe of arrogance it’s tempting to write her off. I’m still checking bc I see potential. How thee ever… oh girl Kehlanie is killing right now. Her music is athuntentic and she tells stories. Also, she has persona qualities that clearly set her apart from the other newbies. Smh man… I just don’t know about Tin. I want it for her but iono…

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  31. A&R January 7, 2017

    And I think everyone who swears it’s the label’s lack of support, is misjudging. If you recall when Tin first came out…and the other young ladies that were in class… out of them all, Tin clearly had the machine and team pushing her. I think the issues is Tin’s creative dir and or team. They are effing her over. Just like Mariah fired Anthony somebody need to be kicked ot ASAP! And bc the creative team is damaing her brand and that’s effecting her sales/ consumer support, the label is starting to pull back. The budget for this video wasn’t the issues. Tin has had cool low budget videos before. “Bet” was one of them. And it was one of her best! Why? Bc it captured her idoing what seems more natural. She seems to be more of a contemporary dancer… the song sounds more congruent to her sonic interest and the cinematography was stripped back enough to let us focus on her. See the link below.

    https://youtu.be/S8Ku_ZAxnKM

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  32. A&R January 7, 2017

    Here’s another example of a low budge video done in a way that competes with the starter packets of the now mega stars…

    https://youtu.be/gjsueblPr7o

    And Carmen was one of the young ladies who started out with Tin but was overlooked. The decision to release a stripped back, street crew choreo-heavy video for Tinashé “Company” was the WORST decision of 2017 and the year just started.

    I’m out.✌🏾

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  33. LiLi’n’RiRi January 9, 2017

    @A&R girl bye. Ain’t nobody know Carmens struggle singer ass. This forums for real Popstars only honey

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  34. www.nagaratharconnect.com January 22, 2017

    Danke für Ihren klasse Beitrag.

    Ich stöbere bereits länger auf Ihrem informativen Weblog.
    Und heute musste mich mal einen schnellen Kommentar schreiben und “Danke” sagen.

    Machen Sie genauso weiter, freue mich schon auf die nächsten Beiträge

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