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June 20th, 2012
Roc Nation artists Melanie Fiona and J. Cole have teamed up for the single This Time about a couple who realize the error of their ways and hope to get back together. Focusing on the the theme of time, Fiona spends most of the video surrounded by clocks, or more literally acting as a clock, both performing in a hour glass and on top of a clock face.
Cole appears in the video for his verse, with the two musicians performing together in matching camo gear. Collin Tilley, who directed the video for This Time, worked with J. Cole previously on his video for Nobody’s Perfect with Missy Elliott.
Toronto-native Melanie Fiona told BET that she hopes This Time will show a different side of her career, saying “I feel like people need to understand the different sides of my music. It’s just got a good feel. It’s a good representation, I think, of just different sides of my artistry. It has that definite R&B hip hop feel. And the video itself, I love it. I just think it’s so dope. I think it’s so creative.”
Watch Melanie Fiona and J. Cole in This Time below.Tweet