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
film-making and live performance, the students are required to work on real
world projects, learning the ropes from experienced film-makers,” explains 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 fully-fledged debut album entitled Make Believe, The Arrows are fast making their name on the global
music scene.
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 motion picture that amplifies
the aural landscape, through concepts that are engaging, cinematic and
outlandish,” says Jolyon about 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!,” adds Franco Human.
For more information about AFDA contact
Milena Gevers on milenag@afda.co.za or
call 031 569 2252. Their next open days are on June 1 and August 3, 2013.
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