Proposal

ZOOMBA
A music video by Daniella Marie Casey

Concept

One part ‘Love Actually/Band Aid’, two parts Salsa add a little Latin Flavour and a few
Hackney Hipsters – and you get the perfect musical cocktail – Zoomba (where Zoom meets
the Rumba).

The overall narrative is of an old-time Salsa teacher having to accept that with Lockdown she
has had to change with the times and deliver her regular weekly dance lesson via Zoom – the
video tells the story from her perspective – the initial trepidation of changing her routine (no
more packed-out dance studios), working with a sound/film engineer at the venue to set
things up, and finally delivering her dance class over Zoom to overwhelming success. She
leaves the venue with a smile on her face and an extra bounce in her feet. It’s a feel-good
production with a much-needed happy ending.

I wanted to create a musical experience rather than a straight music video with the pre-
production/behind the scenes serving as Act 1 of the video similar to the Band Aid/Do They
Know Its Christmas video showing the main character ‘The Music Director/Dance Co-
ordinator’ arriving at the recording location (an old charismatic Victorian pub overlooking
London Fields in the heart of Hackney, London), the character of the pub (outside/inside) and
the production crew setting things up with the Salsa beats simmering in the background. Act
2: The Music Director/Dance Co-ordinator welcomes the Zoom dance participants and briefs
them on what is about to happen. She then asks the participants to say in one word what Salsa
means to them. Act 3: The Music Director then starts her mass virtual dance class motivating
and encouraging participants to go for it as they all freestyle dance to the classic Salsa track.

What’s the inspiration behind this production?

Having spent the vast majority of 2020 in lockdown due to the global pandemic, I wanted to
make a music video that was positive, uplifting and celebrates the power of humanity to help
and support each other in difficult times through the story of an old-time dance teacher
having to run her Saturday morning dance class via Zoom rather than in person. The
underlying narrative of the video is about connections – Salsa as an expressive dance between
two people and Zoom, a global phenomenon in 2020 as the new online visual platform for
connecting people. I also wanted to explore the concept of getting as many people as possible
to dance at the same time in a kind of social experiment by putting an open invitation on
social media to see who would like to participate. With the limitations of social distancing,
 Proposal
Zoom provides the perfect means of achieving this objective safely. I liked the notion of
inviting the dancers to summarise in one word what Salsa meant to them. The idea of
which came from the opening credits of Love Actually (2003) where elderly couples are
interviewed about their love for each other. I also liked the idea of filming the pre-
production set up, an idea inspired by the Band Aid music video for Do they Know Its
Christmas (1984).

Background Research: Analysis, Review and Reflection

Target audience: 40-60-year olds

The original concept for my music video was centred around two adult Salsa dancers
teaching and inspiring two young people to get up and dance. The setting was going to be in a
street with lots of props, costumes and hired help. Unfortunately, with Covid-19 and the
current tiering across the UK, I have had to adapt my plans and approach to the video whilst
keeping true to the original romantic genre and overall feedback for a lively, energetic
production. I have developed and progressed my narrative and production to one that tells the
story of a ‘old-time’ dance teacher having to embrace change and adapt her dance class to a
new online format. The video takes us through her journey one morning from initial worry
and hesitation not only because of the practical concern with the new technology and whether
it will work but also whether the raw authenticity of Salsa could ever be experienced
remotely. The energy transmitted during the Zoom class gives the dance instructor hope and
optimism for the future. This reflects the feedback from the initial research for a positive and
uplifting ending.

Where will the production be aired?

My primary and secondary research indicated that YouTube and other social media platforms
would be the best way of getting the production aired. I would particularly aim to segment
the initial launch within the London/South East Latin community targeting the 40- to 60-
year-old age category and push a tailored promotional campaign. Just like a popular social
media, like Facebook. I have found from my research that my target audience use Facebook
to communicate, socialize and often watch short videos and can often be the case of watching
music videos. Which is why Facebook is an important option for my production to be aired
on, everyone from around the world uses it therefore the salsa music video is very important
in bringing the Latin community together during lock down.