Sunday, 11 September 2011

HK Music Video Deconstruction: Umbrella

Artist: Rhianna

Song: Umbrella

Date Of Release: March 29th 2007

Director: Chriss Applebaum

While working on the album, ideas began to circulate concerning Rihanna's image, extending into her music videos. She asked American music video director Chris Applebaum to send her "something" to work on. Def Jam representatives were expecting Applebaum of the treatment.[56] In response, Applebaum hurriedly made a treatment for the video, one of his first ideas being the silver body paint that Rihanna is seen in. Applebaum was doubtful whether Rihanna would embrace the idea, but her "positive response" following a letter the director sent to the artist ensured its approval. Makeup artist Pamela Neal mixed a silver paint that would give Rihanna such a look. During the session, the paint was re-applied between takes to ensure she was completely covered. The set was closed to Rihanna, Applebaum and a camera assistant.[56] Rihanna also contributed her own ideas towards the video shoot, suggesting to Applebaum that she dance en pointe, an idea which he accepted.[56]
The music video premiered on April 26, 2007 at her website. Downloads were made available for those in the U.S. only from the website for a limited time. The video was officially released on the iTunes Store on May 11, 2007, peaking at number one for a period of eight weeks. On May 1, 2007, "Umbrella" debuted on MTV’s Total Request Live at number 10, before reaching number one on May 9 where it remained for fifteen days, making it the longest running number one of 2007. The video was well-played in MTV during the second half of 2007; it has reached over 8,000 plays, receiving a platinum recognition at the MTV Platinum and Gold Video Awards.[57] Such was the success of the promotional video that it received five nominations at the 2007 MTV Video Music Awards, including "Female Artist of the Year", "Video of the Year" and "Monster Single of the Year", going on to win the latter two.[58]
The music video looks high budget with visual effects such as smoke and what looks to be sparks raining from the sky. 
It includes special effects like water splattering and windows breaking.
Rhianna at one point is naked with her body painted this is a strange edge to the video and definatley brings in male gaze as Rhianna is a very attractive woman.

1 comment:

  1. Still not starting with the basic factual info I asked for, and gave examples of on the musividz blog. Still simply copy/pasted, not your own words + analysis. Font size (and layout in other posts) needs attention too. If you're pitching an 80s track, pick out 10 of those (there are suitable DVDs in Lib) to add to the current 7, once you've sorted those out.


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