Ava DuVernay has done it again. For JAY-Z’s “Family Feud” video off his album 4:44, the acclaimed director put her stamp on the project —in addition to co-writing it with the Brooklyn-bred rapper.
Post dated in a Renaissance-looking America, the film jumps between the year 2444 and 2018, showing how a feud between a brother and sister result in political strife for someone in their linage. The concept stems from the idea that “the wretched of the earth” —as signified in the opening James Baldwin quote— will eventually reap the consequences of their actions.
Beautifully shot and stylized, the video’s score was done by producer, Flying Lotus.
Similar to JAY-Z’s “Moonlight” video, “Family Fued” is packed with celebrities including Michael B. Jordan, Thandie Newton, Trevante Rhodes, David Oyelowo, Mindy Kaling, Jessica Chastain, Omari Hardwick, Janet Mock, Rashida Jones, Niecy Nash and many more.
Also making her first video debut from this project, is Jay’s wife Beyoncé, who sings the song’s hook, and their daughter Blue Ivy.
This Is Us actress, Susan Kelechi Watson, plays an adult Blue Ivy who becomes a future world leader working to make the world better place in a sort of utopian world with all women leaders.
“Ladies, this is just like the 13th Amendment,” Watson’s character said —a nod to DuVernay’s award-winning documentary, 13th, about the prison-industrial complex. “Some people have their liberties, and some people don’t. America is a family and the whole family should be free.”
Watch the complete “Family Feud” video on Tidal, now.
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