JAY-Z dropped his video for “Family Feud” on Tidal at 4:44 p.m. (naturally) on the last Friday of the year. And, as always when something happens in the Knowles-Carter household, people were ready, willing, and able to talk, theorize, and dissect every second of it. Immediately, "Family Feud" memes and tweets rolled out in spades.
The video is a long-awaited confrontation between Hova and Beyoncé, after Jay finally explicitly came clean in November about cheating on Beyoncé. (ON BEYONCÉ). It makes a whole lot of sense, then, that in this new video for “Family Feud,” which is set partially in a cathedral, Miss Knowles-Carter the priest is ready to hear all of Jay’s confessed sins and possibly absolve him of them.
When JAY-Z dropped the album 4:44 back in June — right around when twins Rumi and Sir Carter came into the world — fans were quick to recognize that it seemed like an apology record and response to Beyoncé's Lemonade from the year before. The titular song, especially, is a pretty unmistakable confession. On “4:44,” JAY-Z raps, “Look, I apologize, often womanize/Took for my child to be born/See through a woman's eyes." He goes on to express regret for his infidelity: "And if my children knew, I don't even know what I would do/ If they ain't look at me the same/ I would prob'ly die with all the shame." It seemed a genuine and heartfelt expression of remorse, but a large faction of the Beyhive really wasn't having it at all.
He later confirmed in November that he was unfaithful in his marriage in an interview with the New York Times. And on "Family Feud," JAY-Z goes one step further and refers to "Becky with the good hair" himself. On Beyoncé's "Sorry," she ends with the damning lyrics: "He only want me when I'm not there/ He better call Becky with the good hair." JAY-Z responds on "Family Feud", "Leave me alone, Becky."
And, speaking of confessions, the "Family Feud" video features quite the dramatic confession from JAY-Z to Beyoncé in church. First and foremost, it has to be said that the video is gorgeous, split between the scenes in the cathedral and another scene of infidelity gone horribly wrong, with a man and a woman getting hot and heavy until she literally stabs him in the back with a knife. Subtle it is not!
And just like the release of 4:44, the “Family Feud” video is ripe for the meme-ing, which is par for the course any time Hova, Beyoncé, or even Blue Ivy do just about anything.
It's JAY-Z's Video, But People Came For Beyoncé
Of course, Bey looked LEGENDARY, as per usual.
There was disappointment that there wasn't enough Queen Bey in the video.
The Timing Was Inconvenient For Some
Because JAY-Z dropped it at 4:44, some people couldn't watch it right away, and they weren't happy.
And of course, Blue Ivy was the sta, and the future leader of the free world with her Founding Mothers, including Janet Mock and Mindy Kaling!
Ava DuVernay Really Did That
No wonder the video is such a visual masterpiece — none other than Ava DuVernay directed it. And fans are giving her all the applause.
And some people are begging for more and want a whole damn "Family Feud" feature film.
Everybody's Freaking Out About Just How Many Cameos There Are
Janet Mock. Michael B. Jordan. Rosario Dawson. Mindy Kaling. Rashida Jones. And that's just a few.
The world needs these Founding Mothers yesterday.
Absolute Black Excellence
This is not a time to be calm.
But People Without A Tidal Subscription Are Struggling
JAY-Z says nobody wins when the family feuds, and that might be true. But the "Family Feud" video is absolutely a winner.