The ascension of Lady Gaga inspired many fellow pop stars to strive (and mostly fail) in their attempts to mimic the overly ornate and complex. To her fans Gaga preaches a message of self-acceptance, which is a great cause, but is often weakly interpreted as, "what is the craziest thing I can glue on my head when I go to her show?"
Beyoncé's new video "Countdown" offers a successful alternative to the Gaga-fication of the music industry. She provides a simple, fun, colorful and dynamic piece of visual pop candy. While the song is fairly give-or-take as a single, the video for "Countdown" possesses all of the elements of a classic pop video. Bold costumes, engaging choreography and quirky editing, all done with a simpleness and ease that makes all the elements reliable as a whole.
Similarly to Beyoncé iconic "Single Ladies" video I am sure "Countdown" will be a hit among the under-two baby set. Check out this Time's article analyzing the Single Ladies / Dancing Baby craze that happened a few years ago. This new video's close-up shots of Beyoncé's bouncing eyebrows, million dollar smile and exaggerated staccato movements engage with our most basic notions of reliably we develop as children. The cartoon-y quality inspires a combined sense of modern fun and nostalgia.
I especially appreciate how replicable her stylying is for someone without McQueen in their budget. Sure those Prada sun-hats aren't exactly reasonable, but I can probably spring for a black turtleneck and leggings without breaking the bank.
P.S. Here is an awesome mix: Beyonce - Countdown (Reggae Rewind Remix)