Beyoncé - Check on it
Videoloop of 3,30 min.
'Beyoncé - Check on It' is a remake of an existing video clip for Beyoncé directed by Hype Williams. I remade the decor which was used in the original video clip and reshot a video without actor.
Beyoncé is a very complex constructed pop star identity. A whole team of people around her help to build and maintain 'Beyoncé'. The videoclips for Beyoncé are not just concerned with the presentation of her, but are part of this process of building around her identity. The video clip serves as a presentation model in which one has a lot of control in how to present. Light can be controlled, narrative, movement, it is all put into scene and a 3,5 minutes lasting mini context is created for an artist to perform on.
By removing Beyoncé from the video the decor does no longer serve it’s purpose of contextualizing Beyoncé, instead it serves the purpose of itself. By doing so the initially applied background now becomes protagonist and subject.
Parts of the decor that first served in the video I decontextualized by showing them as autonomous works in an art context.