Henry Scofield- Dua Lipa- New Rules
Henry started out directing street style music videos on the UK grime scene for Dizzee Rascal, Kano, Professor Green and Wretch 32. 'Vossi' netted Best Video and Henry won Best Director at the 2019 UK MVA's, and he's been nominated in both categories again this year.
He got numerous awards and nominations at UKMVA, thanks to his works for such artists as Dua Lipa or Stormzy. Only last year he got noticed with Best Music Video of the Year and Best Director a year before that.
In New Rules, Dua needs to get through the difficult end of relationship with an unsuitable boyfriend, told in frank terms, with an empowering result. Scholfield has captured this spirit with a brilliant updating of classic musical filmmaking and essentially doing what he does best. As the video progresses, we see a sense of style through all his videos in which he has directed and in the music video of ‘New Rules’ we see that it's Shot in Miami, this is a beautifully designed, cast and styled production number in three acts, with on-point choreography and continually inventive camerawork. It combines the spirit and look of '50s Americana with a fresh, whip smart attitude.
Henrys values and style are portrayed through his music videos as a lot his traits are shown and are very popular with upcoming artists who are looking for a music video which can make themselves more current which he has done with similar artists like Stormzy. Stormzy has used a variety of styles as he has grown as an artist and as henry being the director a lot of his influence in to show different sides of an artists is important for their audience to see as this is what himself as a director shows throughout the different videos he has directed.
Also, in a lot of the music videos in which he creates he uses bright colors and in the video which I have chosen the common theme of pink, and green are displayed through neon lights. This gives of the effect of being in Miami and the anchorage at the beginning of the hotel ‘confidante’ gives a reference to the life in Miami and people could relate to being there and have stayed there.
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