Tinashe releases hypnotic video for 'Company'

On Jan. 6, alternative R&B singer-songwriter Tinashe released a music video for her song “Company” and it’s pretty fantastic. The clip, directed by Jack Begert, is elegant in its simplicity. It eschews a contrived narrative or distracting visual gimmicks to focus on the fluid grace of Tinashe and her backup dancers as they cut loose on LED dance floor.

In fact, the only flourish Begert indulges in are a few digitally enhanced push-ins timed to the song’s rhythm. That low-key approached wouldn’t have worked with a less gifted performer, but it was definitely the right call with Tinashe. The singer and actress’s hypnotically sinuous dance moves are engaging enough to hold the viewer’s attention without adornment.

“Company” is the first single from Tinashe’s second studio album, Nightride, a record that placed high on best of 2016 music lists made by Rolling Stone and Fuse. The LP, which also feature songs produced by Blood Orange, Boi-1da and Metro Boomin, can be purchased here.