7/11 by Beyoncé
“7/11” is an unconventional song for Beyoncé, mostly focusing on R&B and pop musical techniques, highlighting the vocal performance of the artists on hip hop area. “7/11” is the latest released after “Flawless” (2014), marking Beyoncé’s intentions to experiment both vocally and visually.
In order to satisfy the curiosity of everybody interested in what she does for her look, Beyoncé offers her personal recipe: dancing all day long. Once she gets up, she goes to her balcony and start stretching her bones, similarly to a fitness exercise. She displays a natural outfit, a blue sweatshirt and knee pads, suggesting that she behaves as normally as any other woman does in this situation. Once the awakening exercises are performed, she gets ready for work, in a completely white outfit.
In her dressing room, she tries more outfits in order to find the perfect one, she spins and she jumps, highlighting the fact that she enjoys every second of her life. Her joy is continued through dancing scenes on a hotel hall, where Beyoncé’s is accompanied by five dancers.
The video is a suite of funny moments such as the use of a heel as a phone or the rolling of dice in her mouth. Beyoncé mocks the idea of reaching balance through yoga as suggested in a scene where she attempts to concentrate, completed by the scene when the ceiling becomes the floor of the room, Beyoncé rotating the camera for fun, which ends by her jumping out a gift case as the perfect present for Christmas.
Beyoncé also feverishly waits for the New Year Eve, since she wears a pair of oversized eyeglasses shaped in the form of 2015.
“7/11” promotes Beyoncé’s fifth studio album simply entitled “Beyoncé” (2013), as well as the revamped version released in 2014, named the “Platinum Edition”. The song was released on 25 November 2014, being written by the artist herself and Detail, also having collaborated with Drake, Game or T-Pain. The production team creating “7/11” included Detail, Bobby Johnson and Sidney Swift, mastering songs for Jason Derulo, Jake Miller or Nelly.
The video of “7/11”, launched on 21 November 2014, is also unconventional, being filmed by Beyoncé implying a static camera. Into her personal selfie in fast motion, Beyoncé shows her fitness moves, dances and has fun alone or with her friends, stressing the idea that she behaves as a normal woman in her personal life.