NEW BRITNEY SPEARS MUSIC VIDEO RELEASED!

The announcement of a new video made the rounds in social networks, blogs and music magazines. Britney’s Facebook page had thousands of new viewers daily and a simple release was turned into an event. After a release countdown, uncountable teasers, and advance registrations on Facebook it was finally time on February 17th at exactly 9:55 p.m. Of course we couldn’t resist and took in the video that SONY Music Entertainment so aggressively advertised. After all, it’s not every day that a superstar presents a new video…

The disillusionment came quickly. „Hold It Against Me“ is neither a surprise nor a hit candidate – the little film is a classic pop music video chaos. The pop idol who gave herself a bad image reveals herself in front of the camera in the usual tight outfit and lets herself be projected – as usual – on a colorful set and in front of background dancers.

As if that isn’t enough, SONY appears to have thought „why not inundate the video with Product Placement?” After a while the company logo being blended in wasn’t just conspicuous, it was annoying. Other products are pushed on the viewer with all means but subtlety and in the end the entire video leaves more the impression of an expensive advertisement then a music video.

We won’t speculate whether there’s meaning to be found in the video’s scenes – for example the unfortunate one where Britney goes through a ridiculously staged fight with herself – it’s a thin line between genius and insanity. The viewers should judge director Jonas Åkerlund’s effort on their own.

The new album „Femme Fatale“ from the self-named Queen of Pop is expected on March 29th and we’re certain it’ll be a hit despite the banality.