The video for Beyonce’s latest single ‘Sweet Dreams’ premiered a few hours ago. As I’m sure regular readers will know, we are ardent supporters of Bouncy, however that does not mean we won’t call it as we see it, and what I’m seeing isn’t a good look – at all. Echoing my sentiments from the preview of the vid yesterday, this is a recession video if I’ve ever seen one. Granted Ms. Knowles-Carter is supposedly going for a ‘simple/classic’ feel with these batch of videos, that is no excuse to essentially be churning out cheap, creatively-starved, mediocre re-hashes of the ‘Single Ladies’ video (see: videos for ‘Ego’ and this). Re-hashing aside, IMO all of the videos besides ‘If I Were A Boy’ and ‘Single Ladies’ have been, to put it bluntly, rubbish. Before the stans jump me, in no one am I saying this takes away from Beyonce’s talent, yet for someone who, quote on quote, wants to be an ‘icon’, this isn’t the way to go about it. All that money in the bank, and nothing (or not enough!) is thrown at her videos. Not a good look.
Being the best in the game isn’t dependant solely on songs, stage performance etc; we are in the visual age and whether artists like it or not, they have to be able to sell us that song via a great video. Not making videos just for the sake of it – which seems to be the case here. Here’s hoping Bouncy steps it up next go round. SMH…
What do you think of the video?