WATCH: Britney Spears Premieres New Video "Hold It Against Me"
After keeping us waiting for what seemed like eons, Britney Spears debuted the music video for her newest single “Hold It Against Me" last night, to the delight of dancing queens and electronics nerds everywhere. While it could be simply regarded as one giant product placement (Make Up Forever and Sony are given very generous screen time), Spears’ also lets us in on the battle within herself, namely seen through pressures of her everyday life.
In the video, directed by Jonas Akerlund, a meteor is shown crashing towards Earth. We join Britney in a futuristic, electronic-clad hell, where she’s practically caged within a plethora of TV screens, cameras and flashing lights. Could this be her own commentary on the commercialism of the music industry? (Or was she getting a big fat check from Sony?) Things get more interesting when Britney begins to battle… Britney, or rather a red, presumably “Evil” version of herself. After a few seconds of tussling back-and-forth, Evil Brit gets some swift stilettos to the face before falling off of Good Britney’s space, while splashes of colorful paint ruin a virginal white wedding dress and clips from her first video “Baby One More Time” play in the background.
All in all it’s a bit strange and nonsensical, but isn't that what we like about her? As Britney sings, “You feel like paradise/And I need a vacation tonight,” “Hold It Against Me” is a weird escape from your daily routine. It’s not solving any of the world's problems, but it’s not creating any either. And like vacations, it's fun, short and best when paired with a fruity cocktail. —EMILY EXTON
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