Monday, October 24, 2011

Director Melina Matsoukas Responsible for Rihanna's We Found Love

While MTV and VH1 rarely play any music videos the internet and youtube have revived a demand for visuals. Now that viewership is measured by hits (I find) music videos to be more of a priority. Hits are a symbol of status and artists get judged according to hit count; Hits reflects popularity and overall demand. Today, videos are being shot by both amateur and award winning directors. 

The development of new (consumer friendly) cameras have more recently allowed (quality) music videos to be produced for only a few thousand dollars. On the other hand there are artists like Lady Gaga and Rihanna that work with budgets that could cover an entire college tuition. Regardless of any artist's status or budget the common goal is to make the next music video (look) even better.

Director Melina Matsoukas (of Pretty Bird) is a pioneer, paving the way for women behind the camera. Recently Melina took Rihanna's music video and (as usual) she made a movie instead. The visuals have stirred up tons of controversy as they are sensual and rebellious. The chemistry between Rihanna and her lover in the music video (played by model Dudley O'shaughnessy) is undeniable. The video is raw and best of all it's believable. There is nothing flashy about Melina's work, after-all cars and import models can only be so cinematic. 

Melina Matsoukas is known for her retro vision she is responsible for some of the memorable music videos including Beyonce's Why Don't You Love Me and Rihanna's Rude Boy. She seems to be a personal favorite amongst the ladies she also directed Beyonce's most recent (documentary) Year of 4.  

We look forward to Melina's work to come, this girl is on fire!

Ashley Covarrubias