“Our love we can devour, you’ll do anything for me…”
It’s taken me far too long to get onto it, so let’s delve right in. Let’s talk about what is probably the biggest pop video in the world right now. Even though it may feel like she never left, this is Beyonce‘s triumphant comeback video; the first taste of what’s to come for her fourth studio album. It’s with these first impressions that you really need an audio visual combo that sticks. Look at the first videos from her last three records – Crazy in Love, Deja Vu and, of course, Single Ladies (Put a Ring On It). All defining videos of their time and context, regardless of whether you’re a fan or not. With all of this in mind, Run The World (Girls) does not disappoint. That’s the last thing it wants to do.
Beautifully shot around what appears to be several exotic desert locations, B and her crew pull out all the stops in this five-minute extravaganza. The choreography is the most immediate thing about the video, essentially jumping out of the screen with its intesity and focus. Let’s not forget the costume changes and amazing shots of Knowles crawling through the dirt like she’s on the prowl to murder something. Holy hell, has there been a video recently that has had the word “fierce” scrawled so boldly over it? It’s a dynamic, eye-popping and outright fucking awesome video. It’s one that I basically cannot stop watching. I trust you’ll feel the same after just one viewing. B’s back, bitch.