Music Video Analysis- Beyonce 'Countdown'

Beyonce's video 'Countdown' was premiered in October 2011. Beyonce co-directed the video alongside Adria Petty (case study). The video is R&B, but their are an enormous amount of references, Adria Petty stated: "There are countless homages to pop culture of the past in this video. I think we were playing with Mod, and '60's and '80's iconic stuff" 

There is a clear relationship between the lyrics and the visuals as they are illustrated and amplified throughout. Beyonce boasts of her loyalty and true love. This has clear references to her personal love life with Jay-Z and her pregnancy which is cleverly and subtly shown through the video (0:36). However, the video is very much performance based and so there is no narrative to show how the lyrics are illustrated and amplified although Beyonce's attitude in the video clearly represents the lyrics "Im still fallin'', "dedicated to the one I love", etc. Similarly the lyrics of the actual countdown are visually shown. For example, "We be makin love in 5", Beyonce performs a making love action and signals 5 with her hands. Or "Im all up under him like its cold", and Beyonce pretends to shake.
Doe visual relationship with the music is very clear. The music certainly cuts to the beat throughout the whole of the song. At 0:02 it could be argued that Beyonce flutters her eyelid's in sync with the 'boy-oy-oy' beats.  The best example of the music cutting to the beat is through the countdown part of the song, where each number creates a cut in the video. Similarly, from 2:22 the clicking of Beyonce's fingers corresponds to the music. The pace of the video parallels with the pace of the music, where the countdown shows the fastest cuts and movements, whereas the verse ''Killing me softly..." is slower.
The video is full of close ups of Beyonce, and this is used by the record company to 'sell' Beyonce. She is the centre of attention throughout the track, and no other people are paid attention. At 2:04 you see numerous Beyonce's dancing, signifying how she is of most importance. Beyonce slightly changes her usual star image in this video, and some have described the video as 'the oddest of Beyonce's career'. It is the most outgoing song of her album '4' and this is portrayed through her representation. The pregnancy profile shown in the video (0:36) generated massive hype, as a global superstar put a rest to the rumours of pregnancy. Beyonce's wide use of references in the video contrast with other videos and show her musical, fashion, art and cultural intelligence.
During the video, there is a huge sense that Beyonce is on sexual display. From the outfits she wears, for  example just a shirt, to the way she shows off her bra strap 2:34, Beyonce is represented in a sexual manner. The way she dances definitely implies sexualised display, as she shakes her hips and rubs down her body. Beyonce is portrayed in this way to attract the audience and recognise that she is a sexual symbol.
Throughout the video there are many intertextual references. For example she gives a look that pays homage to both Michael Jackson and Audrey Hepburn thanks to her short bangs, cropped pants, black turtleneck and exposed socks. Director Audria Petty explained how "one of the strongest wardrobe references was Audrey Hepburn in Funny Face when she does the beatnik dance scene." Her fashion in the video is heavily influenced by 1960's pop art, with the colour blocking and make-up. There is also a reference to her previous video and film 'Dream Girls', 3:07. This creates Beyonce as an even bigger star as we remember her previous hits. 
The video was one of our groups favourites, and the bright colours, fashion and make-up Beyonce used inspired us greatly with our work.