Beyoncé seizes industry yet again with ‘7/11’ music video

Pop ruler Beyoncé released a lively and culture-seizing music video for new single “7/11” seemingly out of nowhere late Friday. The impending megahit is a trunk-rattler from Young Money producer Noel “Detail” Fisher. It’s Beyoncé in her element: forging slang, fearlessly experimenting, dispensing tabloid-grabbing moves (daughter Blue Ivy reportedly makes a cameo here at the 58-second mark), dipping into the genre’s emerging talent market for co-conspirators.

If you were paying close attention, Friday’s thin air release is maybe not that unexpected. The deluxe reissue of 2013’s Beyoncé album is coming Nov. 24, and snippets of “7/11” and another new bonus song, “Ring Off,” reportedly  leaked Wednesday. Still, it’s not a moment until Bey drops the visuals.

The video is comparatively low in production value but is hyper-stylized with slick stop-and-go choreography and it compels because of its unguarded nature. Beyoncé is such a surreal, larger-than-life dictator that the downshift toward intimate, carefree, and adolescent exuberance is a curveball. Gone are the lasers, black leather, high concepts, and exotic backdrops. Rather, “7/11” propels on Beyoncé’s charisma (and sure, beauty), a handful of friends that are also elite backup dancers, and a barrage of mirror selfie, pre-night out moves. It’s cool and relaxed, with telephone check-ins serving as lyrics (“girl, I wanna kick it with you”).

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Bonus points for the red Solo cups and dice. 

Screengrab via
Beyonce/YouTube

Ramon Ramirez

Ramon Ramirez

Ramon Ramirez is the news director, and formerly the Dot's entertainment editor and evening editor. His work has appeared in the Washington Post, Grantland, Washington City Paper, Austin American-Statesman, and Austin Monitor.