Music Video
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. 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. Rihanna also contributed her own ideas towards the video shoot, suggesting to Applebaum that she dance en pointe, an idea which he accepted.
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. 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.
Read more about this topic: Umbrella (song)
Famous quotes containing the words music and/or video:
“Poetry is either something that lives like fire inside you—like music to the musician or Marxism to the Communist—or else it is nothing, an empty formalized bore around which pedants can endlessly drone their notes and explanations.”
—F. Scott Fitzgerald (1896–1940)
“These people figured video was the Lord’s preferred means of communicating, the screen itself a kind of perpetually burning bush. “He’s in the de-tails,” Sublett had said once. “You gotta watch for Him close.””
—William Gibson (b. 1948)