Jeremih - You’re Mine (Tyler Perry’s A Madea Christmas)

What this video is

Released in late 2013 as part of the soundtrack to Tyler Perry's A Madea Christmas, this video represents a strategically timed holiday R&B release leveraging one of the most commercially successful African-American film franchises of the 2000s–2010s. Jeremih, signed to Motown Records, was in an ascending phase of his career between his 2012 mixtape era and his 2015 comeback. The video reflects the industry…

Why it matters

Represents a documented moment of holiday R&B's intersection with Black cinema franchise marketing. The video exemplifies how Motown deployed urban R&B aesthetics within the Tyler Perry ecosystem to bridge theatrical and music audiences, a strategy consistent with early-2010s cross-platform…

The director

Danny Erb is a Los Angeles-based commercial and music video director. He holds a BA from the University of Southern California in Film Production & Entrepreneurship. He has directed for Lionsgate Entertainment, HBO Silverback Pictures, Sony, MTV Networks,…