Henry Mensah writes: Does Beyonce’s “Already” music video imitate the African culture? [Article]

The first thing that comes to mind after listening to the music audio is; when is the video going to be released? Especially a masterpiece by two great music artiste known locally and internationally.

I am not exempted from this thought, because watching a music video comes with its sentiments of joy or sadness depending on the message being preached; not forgetting having a look at what the messenger wants to tell in the story.

How did you feel after watching that music video you have been dying and yearning to for? Did you feel disappointed and started asking questions like, after waiting all this while is that all they could do? Is the video in line with the story? Or you were enthused about the masterpiece of work? And did the video elaborated on the picture you have painted on your mind all along?

What came to your mind when you noticed that the exaggerated much-awaited “Already” visual of Beyoncé and Shatta Wale was going to be released?

Well, not long ago veteran American RnB singer Beyoncé Giselle Knowles-Carter well known as Beyoncé released her much-awaited “Already” visual on 31st July 2020 which featured Ghanaian dancehall artiste Charles Nii -Armah Mensah stage named “Shatta Wale” and Jamaican-American electronic dance music trio Major Lazer on her Black Is King film project.

If it’s your first time coming across the most anticipated song titled “Already” and have no idea about what the Black Is King whole concept is about don’t be bothered, I got you covered in the next paragraph.

The Black Is King is a film that serves as a visual companion to the 2019 album The Lion King: The Gift, which originally is to portray that Black is beautiful. Black is glorious notwithstanding the story of a young African king who is cast out into the world as a baby and grows up to return home to reclaim his throne.

Along the way, he meets figures who connect him to his history, his family, and his identity. The film further talks about the rich culture of Africa.

The “Already” music video which is also part of the Black Is King film has received many praises and critics from fans of Beyonce and that of Shatta Wale which is not a surprise, normally a collaboration between heavyweights — between this particular pair of heavy hitters— must result in the unique.

And heading into the recording booth, one considers that the two artistes are aware of this fact especially in the camp of the RnB singer.

Now if you had the chance to watch the video, what will be your response to this question: Does Beyoncé’s “Already” Music video portrays African Culture? I preempt that some are searching for the video online to watch, however, let me provide you with my replies to this interrogation

As one may say, shooting excerpts of the music video in Africa where the film showcases the continent’s natural beauty – its seas, forests, deserts, rivers, waterfalls, animals – and important landmarks not overlooking the costumes certainly manifest the black culture- but there is so much more in terms of “Africa’s Culture” than the painting on faces of those seen dancing in the video.

In the “Already” music video Beyonce did well with the costumes especially where she was costumed and embellished with horns of a cow in the native African attire. This exhibits excerpt of the South African and Kenyan cultures but East Africa as a region was not represented. That is ironic because the original Lion King was set in East Africa. As such, it would have been great to see Beyoncé include more of the East African cultures as well although it’s a 4 minutes 46 seconds video.

My candid opinion of the video? Innovation behind the project was achieved despite certain flaws and  a good initiative from the camp of the RnB singer and the Ghanaian dancehall singer for such a major collaboration.

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Source: Mensah Henry | universnewsroom.com