Even though I strongly associate with rock music, I can’t deny that growing up, I used to obsess over every little thing that Britney Spears used to, wear, or say. Her breaking-up with Justin Timberlake had to be one of the saddest moments of my young life-no kidding. And so, even though I don’t want to admit it, I’ve always been a fan of Britney’s even though her latest efforts can never compare to what she used to do in the 90s- maybe it’s all her familial and personal problems, but that’s another topic for another day.
Till the World Ends, Brit’s second single from her seventh album Femme Fatale, and is one of her better songs as of late. Catchy, danceable, and written by people who know how to do this best (Max Martin, Dr. Luke, and not-so-surprisingly Ke$ha), it’s no surprise that this song will be a hit in no time.
The video, directed by Ray Kay of Bieber’s Baby fame, simply takes on the premise of the world ending-as shown by the opening screenshot of December 21, 2012 and has a whole lot of dancing and energy going on while the whole universe as we know it comes to a halt. It was only made available on Vevo 2 days ago, and yet has over a million views.
- Playing on the world ending in 2012. Okay guys, this whole thing has been blown out proportion. None of us knows when the world is going to end or anything of the like-we can’t even tell if the Mayans are right are not. I’ll admit it’s a very smart move to use because now everyone associates the date with the world ending, but for someone whose known to be creative, I would’ve liked to see something else.
- Barely there clothes. It’s Britney and Britney is known for not holding it back when it comes to her clothes. Case in point, what she wore to the Grammys in 2010. Here it’s no exception. Neither her or her dancers are wearing anything decent, but then again, this does serve a “purpose” that isn’t clear to me. If the world was ending, I would choose to wear something I’m comfortable in, not that.
- Poorly placed cuts. When I was growing up, all I wanted to do was watch pop videos and learn every single dance move. But it never actually happened because a-I’m a bad dancer and b-there’s always a scene that comes right in the middle of a major move. The case is actually true here. Okay, so the world is ending and stuff are falling. Great. What does this have to do with the whole concept? I want to see more dancing (probably the best thing about this video) without random stuff that just doesn’t make sense. There’s supposedly a choreographer’s cut that should be out soon, so if it doesn’t end up the way it’s supposed to, I am going to be very disappointed.
- Highly sexualized scenes. Though nothing really happens, and in the end, sex sells, it just takes away from all the dancing. Maybe it would’ve worked with another concept, but it’s not really fitting here.
- Britney has never looked better! I don’t know about her live performances, but she wasn’t really nailing her videos before Femme Fatale. Not the case here. She looks so radiant and energetic, and it can’t just be the makeup. I think things are finally picking up for her and it’s showing in her work.
- The Choreography. Brian Friedman might be mostly known for his appearances on So You Think You Can Dance but he should equally be recognized for his amazing work on video clips. Of course, we have to give credit to Brit for still having such a lithe body to pull off almost all the moves that are thrown her way, and the supporting dancers who elevate the standard.
- References to old Britney Videos. When you’ve been in the business as long as Spears has, it’s only fair to dig up elements that have made you famous, especially when they’re so iconic like the red jumpsuit she wore in Oops… I Did It Again. Of course, there’s a modern twist on it, with the jumpsuit being all sparkled out. The whole clip is an homage to the I’m a Slave 4 U video, and I really love it. I always love taking the old stuff and using them in a new way, and with all the dancing going on, this is a subtle reference that Britney’s career has always been bright despite all the speed bumps she’d hit and all the competition she’s facing from different artists.
All in all, this is a very good video and an equally catchy song. I guarantee that it’s gonna be one of those “summer songs” despite its release in April. It’s also a strong follow-up to the wonderful Hold It Against Me.