Music video New Rules (song)

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1 music video

1.1 background
1.2 synopsis
1.3 reception





music video
background


—lipa talking music video s themes.

the music video new rules directed henry scholfield, shot lipa s previous visual, lost in light . singer invited scholfield cup of tea in london in order discuss ideas clip. lipa had saved picture of model naomi campbell holding woman in during campaign in 1980s reference point , explaining that, loved idea of girls looking after each other that, holding each other, sense of humility, sense of strength. lipa had idea of including group of flamingos clip, considered them representation of female friendship. director contacted teresa barcelo choreograph dance routine , bring narrative of togetherness , empowerment it. barcelo took inspiration flamingos movements while planning choreography. more 200 women auditioned video, 8 being selected.


the filming took place in june 2017 @ confidante, hotel located in miami beach part of unbound collection brand hyatt. hyatt s vice president of global brands, sandra micek, stated collaboration between artist , hotel made sense because [the confidante s] inspiration , name came notion of being trusted friend . regarding shooting, scholfield commented camera quite near during dance routines, in order film more uninterrupted single takes. during interview npr, lipa commented that, wanted convey in video unity , togetherness of women supporting each other, helping each other , looking after each other in situation. visual premiered through lipa s youtube account on 7 july 2017. after this, hyatt released 2 behind-the-scenes clips of shooting.


synopsis

lipa (far left) , on-screen friends on music video new rules . women holding each other during sleepover scene. clip has been praised themes of female empowerment , friendship.


the video starts shot of outside view of confidante hotel , 2 flamingos. in next scene, , in context of track, lipa lying on bed, thinking of giving ex second chance, while friends side. song continues, artist heads towards phone answer call, stopped 1 of friends. then, keeps receiving advice women, manages escape hallway. there, perform choreography, , return room. in next scenes, women start sleepover, brushing each other s hair , applying lipstick on each other. change outfits , head towards pool, walk on water.


after song s bridge, 1 of women makes plans of reuniting former boyfriend, stopped lipa, gives advice received @ beginning of visual. after this, group perform choreography in front of pool, in pull each other in closer, in unbreakable ring of limbs . lipa , scholfield s favorite scene, latter stating, wrapped whole story me. viewer on outside, choreography pulls them, , makes part of connection, too. video ends women standing in front of pool, camera turning upside-down , showing group of flamingos @ same location.


reception

the music video new rules gained many positive reviews critics, praised themes of female empowerment. of november 2017, has received on 710 million views on youtube. release made lipa debut on billboard s social 50 chart @ number 26. aliza abarbanel of refinery29 commented on visual, new rules , , epic outfits in it, encapsulates joy of female friendship—and joy in getting dressed together. paper s claire valentine labelled lipa s strongest video far. hafeezah nazim of nylon called empowering visual , while new statesman writer anna leszkiewicz described colourful , acutely choreographed video , considering 1 of best clips released in july 2017. alessia scappaticci of loop praised visual s themes of self-esteem, diversity , friendship, adding deserves of positive attention s been getting . t.l. stanley of adweek noted in plot, women standing together, mirroring current trend in pop culture , entertainment shows women supporting each other (catfights yesterday).


the music video received positive comments artists lorde, charli xcx , tegan , sara through respective twitter accounts. on 12 july 2017, lipa thanked fans visual s popularity, , recommended them use hashtag #duasnewrules when uploading covers of track in order include them on compilation video. next day, filmmaker jake wilson uploaded gay parody of music video using hashtag, drew attention of blogs , artist herself. on 4 august 2017, singer released compilation video of covers , parodies of song , visual on youtube account. owen myers of fader praised female-empowerment themes of clip, , furthermore commented on importance on lipa s career, stating that, release of new rules gave lipa else until eluded her: credibility. has talked in interviews feminist beliefs, , taking pride in involvement every aspect of music.








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