Look Out! Neal Shyam is bringing the ruckus with a fresh music video review. Beyonce dropped new videos for Halo and Diva last week, and after viewing both, I decided to train my sights on the greater of two evils. My assessment covers both track and video, natch.
The Track: This beat is the raunchy 90210-esque love triangle of a thuggish ruggish hard knock beat, a baby-voiced chorus, and a broken violin. If it were just the percussion, this beat would be savage. I love the drumline sound mixed with the kick of the 808. But as it is, my brain can't process all three elements at once.
You've know how cocaine is often cut with crap like baby laxative? Well here the track is the yayo, (shoutout to John Forté who just got out of lockdown. Talk about stayin alive!), while the laxatives are everything else.
The entire idea of a thugged out Beyonce track always strikes me as mildly ridiculous (This is a stickup/ You see the mask/ I need them bags of that money). Furthermore, is there anyone who doesn't already acknowledge her diva status? I get the feeling that Beyonce is facing some sort of street-cred crisis. It's as though she feels that if she doesn't release tracks like this every now and then, she'll lose her ghetto pass. Well I'm sorry to be the bearer of bad news B, but if you ever had a ghetto pass - it expired the day you gerrymandered Destiny's Child around yourself and Kelly Rowland.
And I call bullshit all over the chorus. Everyone I know who calls themselves a diva is a spoiled, bratty, twelve year old acting, daddy's girl. How can you compare that with being a hustler? Diva's are high maintenence. A hustler doesn't rely on anyone but himself.
The Video: Here is my impression of the director's pitch: "Hey B, I got an idea. Let's take your recent and wildly successful video and do it over again in a warehouse with some golden mannequins." Amazing, I know.
The director, Melina, has quite a few videos to her credit (Go Girl, Just Dance, Money Maker) - but at least half of them are stinkers (Sensual Seduction, Good Good, Green Light, anything by NeYo....) Curiously, she did not direct the Single Ladies video. Which begs the question: What the fuck, when did jocking Robert Palmer's marketing strategy become cool?
And while some artists release one video at a time, Beyonce likes to drop deuces. As we discussed on the podcast yesterday, this is probably just part of the split personality / Sasha Fierce thing. Release a soulful song (Halo) and a really in your face track simultaneously (Diva). I understand it, but I also understand saturation. Single Ladies is way more popular than If I Were A Boy, to the point where only one single can be relevant at any given time. This did not work so well with the last album either, when she released 4 videos at the same time and no one knew about 3 of them. Interesting experiment though.
Here is the thing, the black, the white, the dancers, the warehouse, the mannequins, the crazy angular outfits, those ridiculous sunglasses at the beginning, I can't take it! This video is an audio-visual cacophony. I'm all for art and high fashion and dancing - but, I think I prefer B at the end of the video: jeans, t-shirt, and a ponytail.
The Bottom Line: When was the last time your diva ass had to hustle for shit B?













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