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Jay-Z and Beyonce
The power couple of music Bey and Jay continued their game.
The pair recently dropped an album common surprise called "All is Love" and seduced the mbades with its singing, its content and its pure art. The Louvre Museum, like all of us, was inspired and humiliated by the video clip of Beyonce and Jay-Z for the song "Apes ** t" on their last album. The video, which was shot in the museum itself and produced by Israeli filmmaker Natan Schottenfels, is something of a masterpiece.
The Louvre has taken its bow to the next level. The historical museum paid tribute to the album by creating a new tour based solely on the works of art and the scenes of the video. The video of "Apes", co-created by Israel's Schottenfels, follows the dynamic duo around the Louvre as they compliment the work. The artists illuminate the works and, in turn, the works give a new dimension to the artists. The Louvre clearly seeks to pull out of the game on a cultural phenomenon because the clip is a success, having collected more than 60 million views in less than a month.
The director of the museum, Jean-Luc Martinez, made it clear that it is an attempt to universalize the Louvre's attractiveness by attracting more visitors many more than two-thirds of museum visitors are international, rather than local.
What better way to expand the Louvre's audience links with two of the most powerful icons of pop music?
Tamar Skydell is a trainee at The Forward. Write to him at [email protected]
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