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Jay-Z plans to take fans to church for his latest music video.
The rapper released a teaser video through Tidal social accounts late Thursday, promising viewers a new video for “Family Feud” from his 2017 album 4:44.
In the teaser, Jay-Z walks along the pews inside a church with daughter Blue Ivy, while Beyoncé—who’s dressed as a high official in the Catholic church, but also in all black—looks on from above. Later, Jay-Z enters a confession booth while Beyoncé waits on the other side to hear what he has to say. Throughout the teaser, these images are spliced together with shots of a couple having sex that ends with the woman stabbing her lover in the back.
“Nobody wins when the family feuds,” Jay-Z raps. “We all lose when the family feuds.”
Well, somebody seems to be winning something in the Knowles-Carter household, since Jay-Z received eight 2018 Grammy Award nominations for 4:44. Not too many cheating husbands get to both stay married and have their album—in which he confesses to infidelity—receive raving, critically acclaimed reviews. Not everyone is Jay-Z, though.
The teaser was received with excitement from both Jay-Z and Beyoncé fans, who quickly began to dissect details found throughout the video. Fans speculate that the video, which will be a Tidal-exclusive, will go live Friday afternoon.
Jay-Z's asks Beyonce to forgive him for cheating in 'Family Feud' clip, if you know what i mean— know what i mean (@if_u_know_) December 29, 2017
So Family Feud is the big TIDAL exclusive?— festive. (@chrstvphr) December 28, 2017
Hmph. Cute. But the way they distracted y'all so easily from the exclusive not being the Formation WT documentary, I truly cannot relate. pic.twitter.com/Mhf3aBwPgO
Beyoncé will drop an additional rap verse on Family Feud https://t.co/8VDSvVJzSj— MICKEY (@Yoncenade) December 28, 2017
One fan said the “Family Feud” video was online at 4:44am on Friday, and has since been removed from Tidal. That’s just a rumor, though, and hasn’t been confirmed from the rapper himself.
The #familyfeud video was up at 4:44am and now its not hahaha glad i saw it— Gage (@KingGage_) December 29, 2017
With this video for “Family Feud,” Jay-Z will have created a video for almost every track from 4:44. Looks like it might be time for the duo to start teasing new music. Jay-Z told the New York Times last month that he and Beyoncé are working on a collaborative album.
“We were using our art almost like a therapy session. And we started making music together,” the rapper said. “And then the music she was making at that time was further along. So her album came out as opposed to the joint album that we were working on.”
Tess Cagle is a reporter who focuses on politics, lifestyle, and streaming entertainment. Her work has appeared in the New York Times, Texas Monthly, the Austin American-Statesman, Damn Joan, and Community Impact Newspaper. She’s also a portrait, events, and live music photographer in Central Texas.