30 Dec 2017

PICS: Here’s what inspired Jay-Z’s Family Feud video with Beyoncé

Cape Town – On Friday award-winning rapper Jay-Z released his latest video for the song, Family Feud, which is featured on his 4:44 album.

The dramatic clip was directed by Ava DuVernay, one of the most prominent African-American women in Hollywood. The plot reminds us of The Tudors with conflict, jealousy and betrayal all shot in beautiful settings. The filmmaker let fans in on what inspired the video and shared some behind-the-scenes pictures all on her Twitter account.

See the inspiration for the video and pics from behind-the-scenes here:

Happy so many are enjoying our #FamilyFeudFilm! Sharing some behind the scenes tidbits and exclusive pictures in this thread. Thank you to @S_C_ for the strong collaboration. A pleasure and an honor. pic.twitter.com/SxCUiSqfHT
— Ava DuVernay (@ava) December 29, 2017

First: Love to my department heads. DP #AntonioCalvache, Production Designer #InaMayhew, Casting #AishaColey, Make-Up #Lalette, Production #PaulGarnes @TilaneJ, Post @ChristianaHooks, Costume Designer @ThatsAyannaJ. A pic from our production meeting in October. xo pic.twitter.com/aePhhOuprn
— Ava DuVernay (@ava) December 29, 2017

The first scene focuses on errors. All families hurt each other. Mistakes are made. Expectations unmet. Jealousies fester. Dramatizing that energy are @michaelb4jordan, @thandienewton + @_Trevante_. Some behind the scenes snaps of their gorgeousness... pic.twitter.com/fmctKrJfO8
— Ava DuVernay (@ava) December 29, 2017

Here are a few more images of Mike looking like the black Jedi knight I wish we had. Shout out to our on-set photographer #SerBaffo who I met a decade ago as a PA on my first doc. He did the damn thing here. Good work, gentlemen. pic.twitter.com/oyez5JSHKK
— Ava DuVernay (@ava) December 29, 2017

Next scene is about... actually I won't tell you what we think they are about. This piece is for you. You decide. Loved working with @OmariHardwick @IreneBedard1 + @Jes_Chastain. They were all busy. But all came to play and I loved sharing the time with them. #FamilyFeudFilm pic.twitter.com/2yLftTRJbr
— Ava DuVernay (@ava) December 29, 2017

I loved the idea of their being Co-Presidents of the United States in the future. And that a Native American woman was one of them. One of the first ideas I shared with @S_C_. He was all in. We had fun dreaming this up. This country will not stay the same. #ChangeIsComing pic.twitter.com/IsRYwV62Hr
— Ava DuVernay (@ava) December 29, 2017

Next up is a reunion of sorts. For the eleven people who saw my second feature film MIDDLE OF NOWHERE, Ruby and Brian are back and reincarnated as keepers of the peace. Much love to @Emayatzy + #DavidOyelowo! My people. #FamilyFeudFilm pic.twitter.com/LGWD3kp745
— Ava DuVernay (@ava) December 29, 2017

Change sometimes require force. A vision of freedom fighters. A world of warriors for good. My thanks to @AmericaFerrera, @AishaHinds, @HenryGSanders and WRINKLE IN TIME's very own @StormReid for answering the call to fight. #FamilyFeudFilm pic.twitter.com/nxEUBvaJHJ
— Ava DuVernay (@ava) December 29, 2017

Inspiration for Jay-Z confessional shots. #FamilyFeudFilm pic.twitter.com/Ym7B2GPgVk
— Ava DuVernay (@ava) December 30, 2017

I'll let the final scene just stay where it is. In the film, with that family. Being their brilliant, black, brave, bold selves. May we all fortify our families. Our communities. Our society. In whatever ways we can. Much love. And thanks for watching #FamilyFeudFilm! xo. A. pic.twitter.com/r6yWsiJX6f
— Ava DuVernay (@ava) December 30, 2017

The short film of sorts features cameos by multiple film and television stars including Jessica Chastain, America Ferrera, Rashida Jones, Mindy Kaling and Brie Larson.

The video premiered exclusively on Tidal - a music service owned by the rapper - which only allows pay subscribers to access content. However, fans without a Tidal subscription can watch a teaser of the video which was shared on Twitter.

See that teaser here:

.@S_C_’s “Family Feud” x 12/29 x #TIDAL: https://t.co/We5OlPBrLl pic.twitter.com/sNoRbI8R56
— TIDAL (@TIDAL) December 28, 2017

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