- advertisement -
Posted under: Music Opinion

'Apes**t' Is Great, But I Need More: Here Are 8 Visual Concepts For Beyoncé And Jay-Z’s 'Everything Is Love'

The Carters have already gotten the crowd going with “Apesh**t,” but now we want more.

- advertisement -

Beyoncé and Jay-Z have risen  their way to the level of the music-industry elite by continuing to raise the bar high. The work that they put out individually and together have both solidified not only the strength of their relationship as husband and wife, but their power and influence as artists and brands.

Since the on-brand surprise release of Everything Is Love, fans worldwide have gotten the chance to see an elevated Beyoncé and Jay-Z. We've seen them redefine rollouts, reimagine promotion (or lack thereof), but most importantly, the Carters have reinvented themselves artistically, and the On The Run II tour has been a beautiful live-telling of their stories pre- and post-nuptials.

Their latest work is a nine-track open book that scribes their journey both in and out of the public eye. What makes Everything Is Love so great beyond its candidness and wide-eyed gaze into the world of the  legendary double glow-up is its musicality. Mr. and Mrs. Carter exchange bars and quips on every song, incorporating jazzy brass instrumentals while also taking us back to hip-hop's roots, with raw productions that  leave us dazzled and dizzy and vocals only Beyoncé herself could provide.

Fans were definitely spoiled and teased with the music video for “Apes**t”, which was one of the most powerful visual statements both Beyoncé and Jay-Z have ever made in their careers. But some of us (read: me) can't help but feel like, with such an iconic album of brilliantly laid tracks, why aren’t there more music videos from it?

Not to fear — some of us in the Hive (read: me) have gone as far as imagining a few possible video concepts for each song on Everything Is Love, sans “Apes**t,” of course. So Bey and Jay, if you're reading this — it is not too late! 👀


1.) "Summer”

Source: YouTube |Universal Music Group

The album walks us right into the Cool & Dre production, with snares sharp and rhythmic, vocals soulful and airy and bars poetic and edgy. If there's any scene that  comes vividly to the brain, it's that of a smoke-filled speakeasy, with songbird Bey crooning about her desire to "drown in the depths of you." The focus, in the form of a spotlight, remains on Bey, as she  focuses on a lax Jay-Z. He' sits poised in the back of the dimly-lit room at the bar, casually sipping Wray & Nephew rum. Surprise — they're in Jamaica.

Though the room is filled with sounds of hips swaying, only a few bodies that are  sprinkled about the room follow the vocal lead in movement. Others are paralyzed by the music, only willing to  nod their heads along with the beat as they pay special attention to the singer.


2.) “Boss”

Source: YouTube | Universal Music Group

Bey returns to lead this track, which is for sure a calm flex. Continuing the HBeyCU theme, this video would feature a storyline about Beyoncé as the college dance team captain and Jay-Z  the school rebel, following them as they geared up for a homecoming game.

The video would take us all across campus life, as t the Carters engaged  in typical student activities like going to class, taking exams, dining hall rendezvous and dorm parties. The main event, the homecoming game, would take place on a large football field, with  coveted BΔK Greek lettering at its center.The ending horn section would usher us in a dance break by Bey and her crew, followed by some bonus bars by Mr. Carter himself.


3.) “Nice”

Source: YouTube | Universal Music Group

The light and rhythmic sounds of “Nice” gives the track a vibe that’s  equal parts swag and class. So naturally, this video would be all about flossing. The corresponding visuals would consist of high-fashion brands and vibrant colors, with a set design that’s similar to the one used in Bey’s “Upgrade U.” Perhaps legendary video director Hype Williams would be willing to take this project on.


4.) “713”

Source: YouTube | Universal Music Group

The Snoop and Dr. Dre-inspired track recalls the laid back OG vibes that came with West Coast rap. The signature keys make their way from the 213 (Los Angeles’ area code) to the 713 (Houston’s area code), where Beyoncé fiercely reps her hometown.  

It would be cool for the video to blend the elements of hip-hop culture that make the West Coast and South so distinctly unique. Shot in black and white, as Bey sings "ain't no way to stop this love; ain't no space if everything is love," images of the couple in these locations would appear juxtaposed with b-roll of other notable hip-hop and R&B artists from these regions. 


5.) “Friends”

Source: YouTube | Universal Music Group

This trap ballad serves as an ode to the deep history of the well-established and tight-knit connections the Carters have made, and  its lyrical seriousness would be illustrated via its visuals. Exclusive footage of Beyoncé and Jay-Z would play in a montage, to give us a look into their private, invite-only soirées.

With shots of flowing champagne, celebrities and decadent jewelry galore, this video would showcase black excellence within the entertainment industry. It would be powerful to have a scene with  Beyoncé and Jay-Z in a room filled with some of their most famous friends at a black-tie event — from Diddy, to Oprah, to Ava DuVernay. The camera could provide piecemeal glimpses of the star-studded space, while jumping between imagery designed to signify  opulence and wealth.


6.) “Heard About Us”

Source: YouTube | Universal Music Group

As this video opens, viewers would see a bird's-eye view of a Porsche convertible, as it cruised down an empty Pacific Coast Highway. Cameras would then zoom in, capturing Beyoncé's luscious, golden locks gleaming in the California sun from the passenger’s seat. With Jay in the driver's seat, a smiling Bey extends her arms to greet rays of sunshine, creating a sense of nostalgia for their previous “03 Bonnie & Clyde” music video. Visuals would follow the theme of high-brow California living, featuring lavish beach homes, private shores, all-white attire, private jets and so on.


7.) “Black Effect”

Source: YouTube | Universal Music Group

This anthemic melody would take us right back to Jamaica, highlighting aspects of the island’s rich culture, while also putting a face to the mysterious voice heard defining unconditional love at the start of the track.

On the run and isolated from the world, viewers would get a very intimate look at Bey and Jay in  their pursuit of freedom. Viewers would witness as Bey and Jay riding the infamous motorcycle adorned with the skull of a long-horned bull  — the same bike used in promotional materials for the On The Run II tour that pays homage to the 1973 Senegalese film Touki Bouki. As they outrun police and wind  through dirt-filled roads and back alleys, Jay would brag about how he's "good on any MLK Boulevard," and cameras would continue to follow the fictionalized story of their lives as outlaws.


8.) “LoveHappy”

Source: YouTube | Universal Music Group

Though candid in its lyrical content, the execution of “LoveHappy” still offers up a playful banter. Bey and Jay’s way of going toe-to-toe on the track is structured just like a rap battle, and the production has the street edge that only classic East Coast hip-hop can deliver.

As the birthplace of both Jay-Z and hip-hop itself, this video would be set in New York City on the rooftop of a Brooklyn apartment complex. Visual metaphors for the varying levels of chaos that can plague any major city and ultimately threaten the community’s prosperity as a whole would be juxtaposed against imagery surrounding the domestic turbulence that can negatively impact a small family unit. Though the final resolve for any conflict featured in this video would remain ambiguous, the audience would be reminded of beauty’s potential to still blossom in the aftermath of destruction, as footage would depict the Carter’s initiating a celebration in the streets.


It's safe to say that fans of the Carters have been spoiled by their past visual albums; the artistry behind their lyrics is only further enhanced by the carefully crafted cinematic imagery. Although demanding a complete video anthology to accompany the album's release may seem presumptuous, Bey and Jay are accustomed to setting the bar high, defying expectations and making their own rules. That said, we may never get these videos — but one can dream.

- advertisement -
Alfonso believes writing helps him reach his max potential. It is his most creative vein and strongest voice. It's what helps him become anyone he wants to be, and it's the easiest way for him to understand others as well as the world around him. From growing up underprivileged in Crown Heights, Brooklyn to graduating with a BA in Film & New Media Studies under a full-tuition scholarship, Alfonso's greatest skill is knowing how to maneuver in both worlds comfortably. Visit FonzFranc.com.