Benutzer Diskussion:Synthieprojektakame/On the Floor

Ich freue mich über Mithilfe zur Qualitätsverbesserung under Erstellung des Artikels. Mit freundlichen Grüßen. --Synthieprojektakame 15:42, 14. Apr. 2011 (CEST)

Music video

Development

The music video for „On the Floor“ was filmed over the weekend of January 22/23, 2011, with TAJ Stansberry as the director and Frank Gatson serving as choreographer. Lopez told MTV News that for the video she was holding an open casting call to find club kids. „[We want] those kids who go to the club and they dance all night and that's all they care about? It's just about having a good time, getting all sweaty, and it's all about the music and leaving it on the dance floor. I don't want to say what the video is, but that's the type of dancers. We're doing a big casting call …“ Pitbull will appear in the video. He commented on his approach to filming music videos for dance songs like „On the Floor“. He said „When you got these big, big house records or club records that are very global, I try to come in on what I was raised on, what I'm a fan of, which is just spitting hard.“ Meanwhile Gatson said that Lopez wanted a post-2AM Los Angeles club vibe for the video. He said, “[We're trying to create a vibe] that's so amazing. [It's like] everybody had some watermelon and the watermelon made them high, it gave them a little buzz — but a good buzz, a real magical buzz, a dance buzz, a buzz that makes you feel like fried chicken, so she just wants everybody to have a good old time …. The club must have this vibe, where you get on the floor and everybody's bringing it”, he added. “We've seen so many club videos, but we want to see a club video with a vibe unique to Jennifer Lopez.” Just ahead of the casting call and video shoot, Stansberry revealed his views on what the concept for the video would be. He told MTV News, the video is all about originality. „Originality, being you. This song is about being who you want. It's about letting loose. There's no explanation. This is this underground video, this underground party.“ During the video shoot, Lopez spoke to MTV about the concept. She said „I play one character where she kind of runs this party, acts like she's kind of over it, but at the same time loves it and loves this kind of underground kind of party dance culture, … So I got to be wild and crazy, and at the same time I got to be sexy and sweet too.“ The video makes use of product placement, including BMW, Swarovski and Crown Royal according to Tanner Stransky from Entertainment Weekly. Stransky also noted the „unintentional placement“ of fake eyelashes and wigs, weaves, and other hair-extending products.

Lopez later confirmed, in an interview On Air with Ryan Seacrest, that the completed music video will premiere jointly on season ten of American Idol and on Vevo on March 3, 2011. Fans could vote between three alternative endings through Idol’s official website. Lopez said the idea behind giving fans the choice was to give them a chance to see what she experiences. „You get to do what I do, … Like, I go in there with my videos and I start editing and picking all the shots I like and the things that I like and what I feel the best kind of feeling for the record is. You guys get to do that. We picked two different ones and we weren't sure.“ The alternative endings included three varying scenes: in the first, the video ends with a close-up of Lopez's face in the silver lace catsuit; the second ends with a shot of dancers defying gravity on the walls and ceiling, while the final ending ends with a shot of Lopez on the dance floor in her harem pants.

Datei:On the Floor (video).jpg

In the upper frame, Lopez is seen portraying the queen of the party dressed in regal gold and overseeing her subjects. In the lower frame, Lopez pays homage to her earlier days as a dancer, taking centre stage and leading the crowd.

Synopsis

The clip begins with Lopez arriving at a club in a black BMW, one example of the product placement used throughout the video. As the music begins, she is putting on a pair Swarovski crystal earrings as the camera switches to and descends from above, showing the club scene unfolding. Las Vegas-style crystal chandeliers hang from the ceiling. Choreographer Frank Gatson Jr. called the club, „the best dance party in town“, with Lopez playing several different characters. The scenes and Lopez were both styled to pay homage to her background as a professional dancer. Lopez said the video as „introducing people to a new J.Lo-ration of party people“. In one scene, she plays a dominant queen of the party who watches from above, on a balcony surrounded by servants. When portraying this character, Lopez is styled with „a big beehive bun, gold gladiator heels and a glittery gold gown with Gaga-esque detailing in its high collar and leaves (upper image).“ The 'queen' character „dangles lazily on a couch“ and „regally oversees a crowd of people getting down on the dancefloor.“ In another seen Lopez wears a silver crystal and lace skin-tight catsuit, designed by Zuhair Murad, as she dances against a „gold cardio barre“. According to the Los Angeles Times, she shakes her „money maker [(derrière)].“ Spliced in between these scenes, Lopez it is seen dressed in black harem pants and a bikini top, Lopez walks through the crowd to mount a circular stage on the Las Vegas-style dancefloor. MTV's Kelly Carter and AOL's Khawlhring Sawmteii describe the final scenes as Lopez „tearing up the floor“, and „breaking it down 'fly-girl' style“ (lower image).

Reception

The music video received almost unanimous positive reception for returning Lopez to her dance roots. Most critics praised the styling of Lopez and the scenery as well as the Lopez's physique. Tanner Stransky from Entertainment Weekly said that the video brought together a flawless realness with an expensive set-up, something which Stransky felt were „very important elements in the pop music world and to the old Lopez that everyone knew and loved.“ Upon the video's fill premiere, Stransky added added that the video was „sexy and sultry.“ Kyle Anderson from MTV's Newsroom felt that the premier of Lopez's video almost overshadowed the episode of American Idol that it was shown in. Commending the „gorgeous and exquisite execution“, Anderson praised the video particularly noting Lopez's „incredible hairstyles“ and the „gorgeous club interiors-[set design].“ Emma Collins from Hollyscoop.com agreed that the video was fun and catchy, mainly for Lopez's fabulous physique but was annoyed that „On the Floor“ continues the current trend of product placement in music videos. Collins made specific reference to former label-mate Britney Spears' music video for „Hold It Against Me.“

Following the premier of the video, Benji Eisen called „On the Floor“ a „comeback of sorts“ for Lopez, particularly noting clever cross-promotion and applauding Lopez for moving on from her previous lack of commercial success in recent years. „These days, she's crushing it.“<ref name="Eisen" /> The Daily Star’s Kim Dawson also praised the video for returning Lopez to her „day job“ despite being everyone's „favourite Idol judge.“ The sex appeal in the video for „On the Floor“ was likened to that last show by Lopez in the video for „I'm Gonna Be Alright“ (2002). A reviewer from the Daily Express said „Jennifer Lopez once told us in song that 'I’m Gonna Be Alright' and now she’s proved it … The curves she displayed when she recorded the hit video nine years ago have been replaced by a leaner, fitter look.“ Matthew Perpetua from Rollingstone magazine agreed with comparisons to Lopez's earlier work: „Basically, this is classic Lopez tweaked for 2011 … visuals that update late-Nineties bling with a high fashion wardrobe nearly as eccentric as that of Rihanna and Lady Gaga.“ As a result of the video's premiere, the number of views of Lopez's official Vevo account increased 1000 %. In the space of two week, the video was viewed over thirty million times on Lopez's official Vevo page, according to USA Today.<ref name="Keveney" /> --Synthieprojektakame 15:43, 14. Apr. 2011 (CEST)