It may not be my kind of music but you can’t deny that Beyoncé and Jay-Z have make intelligent, thoughtful and to a lot of people, cool music. I’m not their target market so I’m not worried about them being upset at me not buying the new album.
Beyoncé has proven with her two mega-successful visual albums that she has a really keen eye for music videos with strong imagery and even stronger messaging. If I’m honest I’m not sure what they are trying to say with this music video to “Apeshit” but I love the video.
In an era when making money from music is getting harder and harder, the budgets for music videos is usually pretty hard to come by but when you are as wealthy as these two, there’s enough to get a hold of the Louvre in Paris for a full shoot with dancers, many costume changes and a whole lot of style.
It’s great to see this commitment to style. Being a very visual person this really appeals to me and if you are struggling for imagery, why not use centuries worth of artwork from the masters?