JAY-Z Shares Futuristic Star-Studded, Ava DuVernay-Directed 'Family Feud' Video
The clip was scored by Flying Lotus and features Beyonce, Michael B. Jordan, Jessica Chastain and others.
JAY-Z has been going all-out with the videos for his Grammy-nominated 4:44 album, but the visual for "Family Feud" released Friday (Dec. 29) is his most epic undertaking yet.
The epic nearly eight minute video was directed by Ava DuVernay, scored by Flying Lotus and features Beyonce, Blue Ivy, Michael B. Jordan, Jessica Chastain, Thandie Newton, Trevante Rhodes, America Ferreria, Brie Larson, Niecy Nash, Rosario Dawson and others. In it, viewers are brought into the year 2444 where Newton plays a queen clashing with her son, played by Jordan. Things do not end well.
From there, the video jumps through different eras in this future society, telling the story of it's Founding Mothers who created the new world order in 2050. At the head of the table of those women is JAY-Z's daughter Blue Ivy grownup. She addresses the foremothers, telling them, "Ladies, this is just like the 13th Amendment. Some people have their liberties and some people don't. America is a family and the whole family should be free. It's like I remember my father saying when I was a little girl: 'Nobody wins when the family feuds.'"
The actual "music video" then starts, moving back to the year 2018, when JAY-Z sits Blue Ivy down in a church and then heads to the confessional where he raps the deeply personal 4:44 track to his wife Beyonce sitting on the other side of booth. Beyonce continues to play the priest throughout, wearing a black outfit that resembles Russian Orthodox vestments.
Watch the video here via Tidal:
A number of those involved with the project tweeted out support for the video following its release:
Thank you. Grateful for the time I have and how I get to spend it. xo https://t.co/oSC4AzyF9X— Ava DuVernay (@ava) December 29, 2017