At long last we are graced with the arrival of
Britney Spears' eagerly-awaited new Video for
Billboard Hot 100 Chart-topper,
Hold it Against Me. Entrenched deep within Director
Jonas Åkerlund's futuristic Mecca somewhere in the year 2011, is a Princess-like
Spears who is faced in a Death Match against her Alter-Ego. After a grueling battle in
Stilettos, resulting in Multi-colour Bloodbath, a darker, edgier
Spears dances her way Triumph. Perhaps this is somewhat metaphoric of a re-invention or a shedding
of skin
for
Spears?
Filled to the brim with Product Endorsements, the Video is v. telling of where he Music Industry is today in that simply, Record Companies don't have the budgets to foot the bills of Music Videos altogether as in the flashy '90s. Hence, these Corporate partnerships surface by the plentiful: Make Up Forever, Sony, Spears' own latest fragrance Radiance and yes, even Plenty of Fish fight for their share of screen time here amidst all the Choreography and seductive gazes from Spears.
And I like it.... for the most part. Perhaps fewer Wide Shots and more focus on our Princess of Pop's expressions/reactions would have made this a bit more intense? It felt a bit more distant than some of her best work, i.e. Toxic.
Watch the full Video below for Hold it Against Me:
