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.
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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