- Play Hard ft. Ne-Yo, Akon
- Rest Of My Life ft. Usher, David Guetta
- Turn Me On ft. Nicki Minaj
- Titanium ft. Sia
- She Wolf (Falling To Pieces) ft. Sia
Picture an unusual inventor clad in a long trench coat working in a room filled with gadgets as the video, “Turn Me On” begins. It takes place in what appears to be an inventor’s lab in a warehouse amidst cobblestone streets and buildings that give it a European village look. The inventor is creating a being which starts out as white vinyl looking lips. They are connected to many wires and metal pieces and these large lips are singing the beginning of the song. The metal and wire pieces move to the electronic beat and it becomes clear that there is a hand, a spine and other body parts. All keep the beat of the music.
As the song progresses and the inventor creates the being, more and more of the creation is covered in the pure white vinyl until the droid is “vinally” complete. The change from wires and metal connections to a whole droid is very cleverly accomplished by the inventor who fondly admires his work. At this point the skin tone is added and the droid gets turned on as the lyrics say. The transition from naked droid creation to Nicki Manaj takes place as the inventor is pleased with his accomplishment.
As the star of the video, Nicki walks out into the streets singing, “Everybody needs a hero, come and save me.” All the characters watching her are other droids, clearly unfinished pieces. They want to be like her. They want to be finished, appealing and human in appearance. Some of the droids go after the inventor because they want to be complete like Nicki. They strip the inventor to reveal that he is a metal droid as well. These other droids he has now helped are worshipping him as the “creator”.
This prime example of the electronic pop culture is cleverly developed to mask the meaning of the music content since the droid needs turned on to become alive. The nudity is masked by the fact that the characters are androgynous droids but is, nonetheless, there. This adds the sex-appeal factor to a uniquely developed music video posted February 7, 2012, but actually released in 2011 by the Virgin local record label.