Beyoncé: 7/11

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Posted November 22, 2014 by in
beyonce-video01-header

Rating

Overall
 
 
 
 
 

4/ 5

Details

 
 
Songwriter: ,
 
Cast:
 
Genre: Hip-hop, R&B
 
Time: 3:36
 

Pros:

The choppy edits and speed provide instant amusement; a modern-day "Sledgehammer" but with a cheaper iPhone quailty
 

Cons:

If you're lacking a sense of humor, the obvious low budget of the video will probably be the only thing worth nagging about
 

All gimmicks aside, Bey returns to silly fun with concept video bound to reach “Single Ladies”-like popularity

by J Matthew Cobb
Full Article

All gimmicks aside, Bey returns to silly fun with concept video bound to reach “Single Ladies”-like popularity

When Beyoncé Knowles drops a new single nowadays, there has to be a big event surrounding it. She’s smart. She’s learned the tricks of the trade and how a modern-day single goes viral. If insanic out-of-this-world music videos worked for Robin Thicke and Miley Cyrus, then it can certainly work for Queen Bey and the Beygency. Remember she turned her 2013 self-titled LP into a music video haven, creating the first-ever visual album for iTunes.

The club-laden “7/11,” a collector’s single off the Beyoncé: More UK box set, is hoping to pump new blood into the year-old album. To make that happen, Bey has cooked up one heck of an entertaining concept video to go with it. Using what appears to be choppy iMovie edits heavily used in at-home YouTube uploads (or the Claymation strategy used in Peter Gabriel’s “Sledgehammer”), Bey can be seen acting silly in her luxury hotel suite. She’s twerking her ass like a college girl rebel to her own tune and constantly changing her coy at-home outfits from scene to scene. The process is hysterical; at times, hilarity is the knee jerk reaction. When the lyrics shoot out “with my hands up,” she quickly tosses them up as if she’s entering beast mode at a Holy Ghost revival. Or when she blasts out “flexing,” she’s jabbing the air like a welterweight boxer. Or when she warns to “never drop the alcohol,” she comes sneaking down the hallway with a red Dixie cup waving the finger of warning. All of this can be viewed as a smart way of poking fun at pop culture and showing that Knowles isn’t serious all the time.

All of these events, especially the sped-up picture frames, establishes a funky replay value. It’s almost impossible not to watch it without wanting to watch it again. The goofy video seems to be more valuable and memorable than the song packaged with it. And that, my friend, is how to create the perfect marketing tool for a single. Even when the single has no legs to crawl, a delicious music video will supply it with jetliner wings to fly.


About the Author

J Matthew Cobb

Managing editor of HiFi Magazine


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