Beyonce has had enough.
For months, the artist also known as "Queen Bey" and the top-earning woman in the music business, has tolerated the likes of rapper Nicki Minaj, Australian singer Iggy Azelea, Jennifer Lopez and, most recently, her frenemy Kim Kardashian flaunting the female form in overtly sexual ways. But now, in response (or for her cut of the viral publicity) Bey has released a new video to show off her comedic side as well as her curves.
While Kardashian stripped off and oiled up to be photographed naked in order to help boost her confidence following the birth of her daughter, North, Beyonce fired off a missive on Saturday that was the complete antithesis – the video for her new single, 7/11.
Despite earning more than $132 million this year, her latest project is big on fun but low on budget and was created in a messy hotel room using a GoPro. The finished product is a collection of home videos all edited together. As well as a variety a of casual wardrobe changes, the visual aid for 7/11 includes a cameo by her daughter Blue Ivy and a commando roll by her husband Jay Z, allegedly.
 
It's a departure from the Beyonce brand we are used to – highly polished, sexy and fiercely strong. The clip opens with a natural looking Beyonce wearing men's underwear, kneepads and a jumper with the word "Kale" emblazoned across the front. Other notable slogan T-shirts and jumpers she wears includes the Liz Lemon-esque "Cake by the pound" and the festive "All I'm really asking for is you". The white lace Michael Costello gown she wore to this year's Grammys has been recycled, but this time it's styled with an upside down running viser while she shows off her karate moves instead of a red carpet awkward lean.
Gone is the highly technical choreography and multimillion dollar costumes, here we have the woman who created the anthems Independent Woman, Single Ladies and Run the World (Girls) drinking from a plastic cup, showing off daggy dance moves usually only showcased at weddings or office Christmas parties and having a laugh with girlfriends. Or as I like to call it, Tuesday night. Amiright ladies!? *high-fives ensue*
Unlike Kardashian's full frontal nudity, Bey's newest clip almost did "break the internet", clocking up close to 10 million views on YouTube and achieving more than 897,000 likes on Instagram in 24-hours. Kardashian's cheeky shot, which she posted two weeks ago, is just inches in front with 903,000.
It's a pointed move to distance herself from the recent bounty of booty we've been subjected to lately. While Kardashian is toying with risqué – getting nude and wearing latex fetish wear as evening wear – Beyonce is angling to appear relatable, although perhaps only a yogalates instructor could use their foot as a phone.
"I'm fresher than you," she snarls looking directly down the barrel of the camera suspended from a selfie stick.
Sure, she dabbles in twerking and is rarely seen wearing pants throughout the 3:36 minutes of the adult version of the Hokey Pokey but, as Kanye West said back in 2009, Beyonce, with her new pants-off, dance-off vibe, has once again released one of the "best videos of all time".
Interestingly, her new offering also has a touch of the Taylor Swifts about it, the same artist West cut off during his infamous interruption.
Swift, who is mocked for her TMI [too much information] song writing and goofy white girl moves, is now laughing all the way to the bank and into the record books. She, too, has learnt that sassiness and silliness sell just as much as sex.
For the single Shake It Off she produced a Vaudeville-type video in which she, with her tongue firmly in her cheek, attempts to re-enact the moves of Black Swan, Lady Gaga and Miley Cyrus and fails spectacularly. It was panned, parodied and viewed 299 million times on YouTube, not that she cares and why should she? Her latest ditty, Blank Space – the musical version of Gone Girl – is the new number one single on the Billboard Hot 100 chart, replacing Shake It Off. At 24, she's now the first woman in the Hot 100's 56-year history to succeed herself at the top spot. The video, which includes 21 costume changes, two cute guys, five horses, two Dobermans and Swift playing up to her "boy crazy" image no doubt helped its ascent.
