âWithout that next generation, there is no music industry of tomorrowâ
Steph Carter, Director of Culture Marketing at Marshall on the power of connection and supporting grassroots musicians.
The Carters
When arguably one of the most famous couples in the world go on tour, you know you want to be glued to your computer screen when tickets go live. But, for those of us who didnât get to see BeyoncĂ© and Jay-Z on stage, the Carters duly provided us with an alternative.
Not content with selling out stadiums and driving fans mad, they decided to release an album. Together. Entitled Everything is Love, they released the first single, Apeshit, with a beautifully captivating music video shot in the worldâs largest art museum, the Louvre in Paris.
The video was directed by Ricky Saiz and sees the Carters and a troupe of dancers takeover the empty Louvre. The artwork, usually the focal point of a visit to the museum, becomes the mere backdrop to the choreography and the styling. As does the gallery floor, which becomes the dancersâ stage.
It is a powerful statement for the video to be shot in a museum that traditionally didnât make much space for non-white artists. While the paintings and sculptures have lain static for centuries, BeyoncĂ© and the dancers, accompanied by Jay Zâs striking rap, occupy the space with movement and music.
The nine-track collaborative album celebrates family, love and legacy and was released exclusively on Tidal, the subscription-based music streaming platform co-owned by Jay Z.
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