There are some artsy music videos that hit the mark (“She Will Be Loved” by Maroon 5 and “Mad” by Ne-Yo) and some that miss it completely. Diddy-Dirty Money’s video for “Love You No More” apparently didn’t even know where the target was.
There’s a lot of needless posing in this video. It’s not the dramatically fabulous posing frequently done by the likes of Beyoncé, Lady Gaga and Rihanna. This was forced. You see Diddy looking out of a window with a girl (who looks a lot like his on-again-off-again girlfriend Cassie) laying on the bed behind him. Then, he’s sitting on the floor, while she’s on the bed. At some point in their in the bed together. It’s obviously supposed to give a feeling of tension, but it really just screams awkward, especially if you ask yourself why to grown people are sleeping in the middle of the day in the brightest room in America.
After ex-Danity Kane member Dawn Richard’s over-indulgent introduction (we know you can sing; no need to ham it up so much), Diddy starts singing. That’s right–he sings in this song. Well, he holds a note and auto-tune makes it more pleasing to the ears. He’s a little uncomfortable with his singing voice, which makes you a little uncomfortable, too. I give him props for trying, even if he did take the slacker’s way out by using electronic enhancements. And, for some reason, he deemed it appropriate to sing with gold teeth on his bottom row of teeth. Classy.
Horrible video aside, the lyrics are not good. They’re more repetitive than Mike Jones song. Rap artists are increasingly using techniques that use the “record scratching” made popular by DJs to take up time because they don’t have enough to say (listen to just about any Nicki Minaj song). It doesn’t translate well in slow love songs, which we see here with Diddy mumbling “I just, I can’t, I just can’t be” over and over. And over.
Drake is a welcome change from the overly somber mood of the song and video, but he’s only around for about 30 seconds of a 4 minute and 30 second song. While Nicki Minaj was able to help Trey Songz from missing the boat on “Bottoms Up,” Drake is ill-equipped to work such a miracle on this song. It was too far gone before he arrived.
“Loving You No More” is from Diddy-Dirty Money’s upcoming album, “Last Train to Paris.”
Let’s hope the next single is better.