After it smashed cultural archetypes, and yanked edges out of scalps, The Carters’ “Apesh*t” music video contributed to an increase in visitors for The Louvre.
The Parisian museum saw an uptick in foreign visitors following the release of Beyoncé and Jay-Z’s music video, The Louvre said in a statement. Although the museum has been a major tourist destination for generations, a record breaking 10.2 million people visited the Paris institution — and it credits the 26% overall boost in the admissions rate to Bey and Jay.
By performing the lead single from their joint album Everything Is Love in front of celebrated works, including the Mona Lisa, Winged Victory of Samothrace, and Coronation of Napoleon, music’s biggest couple asserted the power and beauty of Blackness.
The couple worked with director Ricky Saiz to produce the six-minute video where they placed the bodies of Black men and women in movement amidst some of the most revered art in history.
If you want to be among the millions who visited The Louvre last year, they’ve made it easy to see every work featured in the video. They have designated a visitor trail to allow guests access to and information about the work featured in the video.
As the former site of a royal palace, it’s fitting that the Louvre received a little help from music’s king and queen.