Executive Producers: Advait Gupt, Akshat Gupt and Tara Kapur
Director: Aditya Tawde
Lead Producer: Ria Concessao
Graphic Designers: Joydeep Chowdhury and Prince Lunawara
Animators: Kunal Prabhu, Harsh Sharma, Shikha Sharma, Adarsh Panicker, Neekhil Kiran Dighe, Pragya Kain, Pratik Satam,
Swapnil Rastogi
Post Producer and Offline Editor:Madhurima Basu Roy
Dua Lipa’s music video for “New Rules” is singular among pop visuals this year, both ambitious in execution and immediately understandable in its base emotion. It’s also one of the biggest reasons that the song is now in the top 40 of the Billboard Hot 100 chart.
Filmed in Miami and set at a hotel cheekily named The Confidante, the “New Rules” video begins in earnest with a close-up of the pop star looking contemplative in bed… but then the camera pulls out and shows that she is not alone, but surrounded by girl friends ready to offer synchronized support.
The rest of the video features a mix of choreography, color schemes, lavish scenes within The Confidante and expensive-looking sunglasses, but “New Rules” is anchored by that camaraderie — Lipa is bolstered by the women around her as they advise her (via the lyrics in the song’s incendiary pre-chorus) to ignore the alluring calls of her ex. The girls in “New Rules” are in lock-step, often literally, and Lipa gains strength in those numbers.
Lipa released the “New Rules” video in July, after previously issuing singles like “Be The One,” “Hotter Than Hell” and “Lost In Your Light” from her debut album. Those tracks found success overseas, and “Blow Your Mind (Mwah)” climbed as high as No. 72 on the Hot 100, but Lipa wasn’t getting consistent radio traction in the U.S. before this summer. In a conversation with Billboard last month, Lipa says that the “New Rules” video quickly changed that.
“Everyone was reposting it and sending it to their friends, and I was just like, ‘What is happening?’” says Lipa. “Like, the views were just soaring, and that's just never happened before. It was like rocket fuel for the song.” Review Found On Billboard
Here You Can Watch New Rules (Official Music Video)
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