Jay-Z Shares Video For ‘Family Feud’, Co-Starring Beyoncé

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Jay Z
Photo by Kevin Mazur/Getty Images for Roc Nation

Jay-Z has shared the new video for Family Feud, co-starring the rapper’s wife Beyoncé and daughter Blue Ivy. Following its teaser on Thursday, Jay-Z dropped the visual as a Tidal exclusive on Friday, 29 December at 4:44 p.m. Eastern Standard Time.

The powerful 4:44 song touches on infidelity, with the video featuring the rapper professing his sins to Beyoncé in a church confessional.  “We all lose when the family feuds,” Jay-Z sings. “A man that don’t take care of his family can’t be rich.” Generally, however, the song also touches upon unity within the hip-hop and black entertainment communities.  A minute-long teaser for the song can also be viewed below.

Directed by Ava DuVernay, the promotional film for ‘Family Feud’ spans more than 400 years, beginning in the year 2444 with a Shakespearean tale of infidelity, politics and murder before working its way backwards through different generations. The Family Feud video, scored by Flying Lotus, finishes in a church in 2018, with Blue Ivy Carter watching parents Jay Z and Beyonce perform in confessional booths and pulpits. Jessica Chastain, Michael B. Jordan, Thandie Newton, America Ferrera, Brie Larson, Rashida Jones, Mindy Kaling and Rosario Dawson all appear among an all-star cast.

Since the release of 4:44 – which clocked in at No 12 on Rolling Stone’s 50 Best Albums of 2017 and ranked No 3 on the Best Rap Albums of 2017 list – Jay-Z has dropped Tidal-exclusive videos for numerous tracks on the LP. One of those videos, the Mark Romanek-directed ‘The Story of O.J.,’ was also named Rolling Stone’s Best Music Video of 2017.

Jay-Z also dropped the Friends-inspired clip for ‘Moonlight,’ the Lupita Nyong’o-starring ‘MaNyfaCedGod’ and “Adnis,” featuring Mahershala Ali. The superstar rapper has enjoyed a stellar 2017 and has been nominated for for an industry-leading eight Grammy Awards, including Best Album (4:44), Song of the Year (‘4:44’) and Record of the Year for ‘The Story of O.J.’.

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