AFDA students in The Arrows music video production
Durban AFDA students have worked with Outland Films to produce a music video for the band The Arrows. First year students at the Durban AFDA (The South African School of Motion Picture Medium and Live Performance) campus have just completed cutting their production teeth on a new music video for the popular band The Arrows, under the mentorship of local production company, Outland Films.
"As part our school's hands-on approach to filmmaking and live performance, the students are required to work on real-world projects, learning the ropes from experienced filmmakers," explained the Dean of AFDA in Durban, Franco Human. "When Outland Films pitched the idea of using students to mentor during the production, we grabbed the opportunity, as our philosophy is very much based on learning through experience."
The Arrows, which comprises Pam de Menezes and Christie Desfontaine, are described as two trend-bucking brunettes armed to the teeth with original and frightfully spunky produced pop. They formed in Durban in 2006 and have been reshaping the way music is written, recorded and ultimately played.
With a licensing endorsement from major label, Universal Music, along with a full- fledged debut album entitled "Make Believe", The Arrows are fast making their name on the global music scene.
Visually stunning other-worldly designs and effects
Outland Films was commissioned to produce their new music video of their latest single, Disaster Queen, for new and existing distribution channels, and the students at AFDA were co-opted into assisting with the production elements of the video, which features visually stunning other-worldly designs and effects.
Outland Films focuses solely on music videos and short film production, and has a core team comprising a producer and director, Janine King, SAMA award-winning director and editor, Jolyon Ellis and art director, Lovell Southey.
"In a form where music is too often relied upon to carry the visuals, our goal is to create a motion picture that amplifies the aural landscape, through concepts that are engaging, cinematic and outlandish," said Ellis of the production.
The students worked closely with Outland films assisting with logistics, production elements, personnel, assistant directing and were involved in the creation and decision making behind the design and aesthetic elements of the music video from wardrobe/costumes through to make-up and hair.
"First year students are required to do two assistant programmes in a year as part of their passing requirements. We are delighted that there first assistant experience was on a music video as it incorporates so many elements of what they are required to know about, plus there is the added bonus that it is uber-cool too!," added Human.
