by Dino-Ray Ramos via deadline.com
Jay Z released his video for his single “Family Feud” last night exclusively on Tidal, although it was more than a standard music video premiere. Much like anything else he and Beyoncé create, it was a cultural event to punctuate 2017 with the most inclusive, woke A-list cast you will ever see in a music video.
Helmed by Ava DuVernay, the seven-minute-plus video is a short film, serves up some sci-fi, futuristic realness that can very well be a taste of what’s to come in the celebrated director’s adaptation of A Wrinkle in Time. Joining JayZ, Beyoncé and the heiress to their throne, Blue Ivy, includes an inspiring roster of actors from every part of the color spectrum: Michael B. Jordan, Trevante Rhodes, Thandie Newton, Jessica Chastain, Irene Bedard, Omari Hardwick, David Oyelowo, Emayatzy Corinealdi, America Ferrera, Aisha Hinds, Henry G. Sanders, and Storm Reid — who is the star of Wrinkle in Time. Rounding out the cast is the “founding mothers”, which feature Mindy Kaling, Rashida Jones, Rosario Dawson, Janet Mock, Brie Larson, Constance Wu, Niecy Nash, and Susan Kelechi Watson, who, as the video shows, are different women from all walks of life who are enlisted to change the country’s constitution.
Even though there is a cinematic scope to the video, which was co-written by Jay-Z and DuVernay, it is highly personal for the Grammy-nominated rapper, who uses the track from his critically acclaimed 4:44 album to confess his sins to his wife and all-around queen of everything, Beyoncé. Where Beyoncé used her visual album, Lemonade as a platform for working through her personal issues with Jay-Z, he used 4:44 to respond and tell his side of the story. In other words, it’s an artistic way of saying, “Yea, I messed up.”
Jay’s track serves as an atonement and one key lyric sets the tone for the short film: “nobody wins when the family feuds.” Of course, he is referring to his familial relationships, but it goes beyond that and applies it to feuding within the country and the world. There’s layers of meaning in the short that starts off with a poignant James Baldwin quote and goes into a Godfather-meets-Game of Thrones scene, moments of war, moments reflecting today’s volatile political climate, and a group of empowering females looking to build a utopian rather than dystopian future.
DuVernay took to Twitter to share her thoughts, inspiration and behind-the-scenes photos from the video.
The first scene focuses on errors. All families hurt each other. Mistakes are made. Expectations unmet. Jealousies fester. Dramatizing that energy are @michaelb4jordan, @thandienewton + @_Trevante_. Some behind the scenes snaps of their gorgeousness… pic.twitter.com/fmctKrJfO8
— Ava DuVernay (@ava) December 29, 2017
To read more, go to: Jay-Z’s ‘Family Feud’ Directed By Ava DuVernay Enlists A-List Cast | Deadline