Saturday 16th of June. A normal day. Nothing important, almost boring. No big events or happenings here and worldwide. Ha! Think again. Beyonce aka Queen B and Jay-Z, together the Carters, drop their first joint album unexpectently with the title “Everything is Love”. And just like that weekend plans: c-a-n-c-e-l-l-e-d. Just like that 16th of June became a rather epic day.
A nine-song album, complete with one visual component and a bonus track is the outcome of the Duo’s collaboration that we’ve been waiting for years and it is more than any expectation and imagination really.
But let’s talk about Apeshit. The song with the first visual from the pair’s surprise joint album. A 6:06 visual to be exact. In the Louvre. In the f****g Louvre. As in, THE Louvre. The Louvre as we say the most famous museum on Earth. And Beyonce together with her husband Jay Z as if they own the place, are serving you looks in front of the most iconic artworks, in the sound of the lyrics “I can’t believe we made it”, talking about the ups and downs of their marriage and how they got over them.
Beyonce is known for the messages regarding black culture, that she expresses through her art, and Apeshit is no exception. She is exploiting or marketing you could say her blackness as creativity and Apeshit video work shows black bodies in art and in control. The biggest and rather radical statement coming from this, is how they chose to represent people of color in positions of strength and power; from controlled dance moves, to the artwork choices that are featured, it is incredibly straightforward what the power couple tried to pass through. It is not just about the money and the fame, but the message that black culture has a place in museums and galleries, and more generally in power and high positions. From the Carters standing in front of the most famous painting in the world, the Mona Lisa, or Beyonce standing in front of The Coronation of Napoleon, in line with a group of black women dancers, or the scene (and also the cover) where a man sits while a woman picks out his hair with an Afro pick comb, every single detail of this video showcases the beauty of black people and all their humanity and the Carters send out the message that black people’s existence, their way of living on its own is an art form.
“…Yet they have somehow found a way to raise up blackness in the galleries of a historically white institution. In the Carters’ Louvre, to be black is a heavenly act.” – Racked
s I sit and watch Apeshit video on repeat, I can’t help but wonder. If the first videowork of “Everything is Love” is this one, what the heck will follow?