Are Jay-Z and Beyonce Guilty of Colorism In 'Family Feud' Music Video?
Everyone's favourite musical family the Carters - Beyoncé and Jay-Z - dropped a music video for the new year. Called 'Family Feud', the video was first available on Tidal, the music streaming platform launched by Jay-Z. The visuals are incredible. Luckily, Queen B shared some pics on her Instagram.
The stunning church surroundings, the magnificent outfits, and the Carters looking happy and united - despite the song's title - give just a glimpse of the visually stunning video. You can watch the whole thing here, but here are some great clips from it!
#FamilyFeud video starring Beyoncé, Blue Ivy, @MichaelBJordan, @_trevante_, @jes_chastain, @mindykaling @skelechiwatson, @janetmock, @NiecyNash & more now available: https://t.co/wOPy9vyzkE pic.twitter.com/7uYUeTW6mu— BEYONCÉ LEGION (@Bey_Legion) December 29, 2017
The star-studded music video is a celebration of black culture. Directed by Ava DuVernay, of 'Hidden Figures', the Carters are joined by talents such as actors Michael B Jordan and Thandie Newton, who star as king and queen in the year 2444.
The video slips through time, telling the story of 'Founding Mothers' in 2050, who set an order that lasts hundreds of years, and dials back to Jay-Z in 2018 as the music starts.
Many people applauded the music video as a strong statement of black culture and an embrace of the 'Afrofuturism' concept.
Jay-Z was tryna tell us that Black women (including this daughters) are the future of this world and we gotta eventually talk about this mane #FamilyFeud— Kanye in 2010 (@AliefofFaith) January 2, 2018
The #FamilyFeud video really has me wanting to see a good retro futuristic sci-fi movie with an all black cast— Malik (@the_malikshow) January 1, 2018
Why is @ava such a bad ass though? I mean this #FamilyFeud video was nothing short of pure genius and black excellence! ✊🏽 @Beyonce was breathtaking as usual‼️I’m here for ALL of the melanin that created this masterpiece! 👏🏽🙌🏽👏🏽 #BlackExcellence #achangeisgonecome— FIRST 📖 COMING SOON‼️ (@ashleyginnius) December 30, 2017
However, some people took issue with some aspects of the video, and one word kept coming up.
#Colorism is a problem. Especially when it comes to black women. I haven't seen the #familyfeud video yet so don't know for sure but the pics seem like there are NO dark skinned black women it either. It's so shocking how light skinned black. React in exact same manner.— Terpsichore🇯🇲 (@Bluepearlnews) January 3, 2018
After the whole colorism issue in #FamilyFeud - I’m kinda over the hype. Still a fan but wiser now and more cautious.— Ezinne (@nilegirl) January 3, 2018
I love @SonofBaldwin with all my heart and soul. He’s the real deal and my superhero who speaks for us. I said this earlier about the colorism in #FamilyFeud. None of the women resemble me and it’s both disappointing and hurtful. I can’t help but be petty about it. https://t.co/jGzcDgntay— Ezinne (@nilegirl) December 30, 2017
So what is colorism? It is discrimination based on the shade of someone's skin, not just race, which means it can rear its head in communities of color too. Jenna Graham sums it up well here.
It's not just the Jay-Z video that has been criticized for favouring lighter-skinned black women. The issue comes up again and again in many different communities of color. It has even spawned an industry of skin lightening creams, that some countries are trying to crack down on.
This is not shocking at all. Colorism is prevalent in many cultures unfortunately— ♦️Niatate⚡️ (@NIATATE) January 3, 2018
Despite 2017 having been a trailblazing year for our more melanin-rich sisters taking over the fashion world, some think there's still some way to go before prejudice against those with darker skin tone is gone for good. For what it's worth, we say representation matters!
Why do people hate discussing colorism???— Maxine Shaw (@MELODICthunder) January 3, 2018
Do you think colorism played a part in the casting of the 'Family Feud' video? Maybe you think people are blowing this out of proportion? Let us know in the comments.