Beyoncé Case study

Formation
Beyoncé
Beyoncé Knowles is an American singer, songwriter, performer and actress,
she was born in Houston Texas. Her influences of her music come from her
background in Gospel, R&B and pop music . Her career started in the girl
group ‘Destiny’s Child’ first as an contestant at a music a contest, eventually
splitting to become an independent singer songwriter and actress.
Formation was one of her songs featured on her album ‘Lemonade’ and was
written by Khalif Brown and produced by Beyoncé and Mike Will, the music
video ( directed by Melina Matsoukas) the music video primarily highlights
Katrina, Louisiana and New Orleans, racism, female empowerment and the
black pride movement. Matsoukas is a two time Grammy award
Formation was released on February the 6th, 2016 and premiered alongside
the music video. At the half time show of the Super Bowl to start her
formation tour.
Beyoncé- Life is but a dream
Life Is But a Dream is a 2013 autobiographical television film,
directed and executive produced by Beyoncé Knowles. The film
was released on February 16, 2013 on the HBO network, in
conjunction with Parkwood Entertainment, Knowles'
management company

The project was the culmination of an entire career's worth of

archive footage and photographs kept by Beyoncé Since 2005
Knowles hired a "visual director" to film her life, and also used a
video camera on her personal computer.

Knowles is known for insisting on privacy, and the media hailed

the film as a rare glimpse into her private life. This included
documenting the events of her marriage to Jay-Z, her
miscarriage, birth of daughter Blue Ivy, as well as her
professional split from her father and manager Mathew
Knowles
LP- ‘Lemonade’
Lemonade is the sixth solo studio album by Beyoncé, the album was released on April
23rd, 2016, by Parkwood Entertainment and Columbia Records. It was her second
"visual album" following her 2013 album Beyoncé, as well as this lemonade is a concept
album (an album featuring a cycle of songs expressing a particular theme or idea).

Lemonade encompasses a variety of genres, including pop, reggae, blues, rock, hip hop,
soul, funk, Americana, country, gospel, electronic, and trap and several musicians were
inspired by Lemonade, for example Snoop Dogg named his fourteenth studio album
Coolaid (2016) after Lemonade.

By the end of 2016, the album sold 2.5 million copies worldwide according to the
International Federation of the Phonographic Industry. "Formation" was released as the
album's lead single exclusively on Tidal on February 6, 2016, along with its
accompanying music video. The following day, Beyoncé performed it at the Super Bowl
50 halftime show as part of her guest appearance at the event as a starting block for her
‘Formation World Tour’
Director: Melina Matsoukas
Melina is an American music video, film, commercial and
television director. She is a two-time Grammy Award
winner and four-time MTV Video Music Awards winner for
her "We Found Love" (Rihanna) and "Formation" music
videos

Her work is described as, "chock full of bright colours or

crisp black and white images, smooth spotlights, and
tasteful retro video models.“
Matsoukas says that expensive equipment is not necessary
for a quality video and one should never think that way: "A
good video has the right visuals, a well conceptualised
story and should be exciting and elicit reaction."
Beyoncé: Superbowl,
February 2016
The Superbowl 50 halftime show was headlined by Coldplay with adventure of a lifetime ,
Pepsi confirmed to the Associated Press that Beyoncé, who headlined the Super Bowl 47
halftime would be making an appearance, Bruno Mars, and Mark Ronson also performed

CBS set the base rate for a 30-second advertisement at $5,000,000, a record high price
for a Super Bowl ad, along with this there was an average TV audience of 111.9 million,
the game was the third most-watched Super Bowl and third most watched U.S. program
in history, according to the Nielsen ratings. It was also the most-watched program of all-
time in terms of total audience, 167-million, which measures those who viewed at least
six minutes of the broadcast

Beyoncé was both praised and criticized over her new song and Black Panther-influenced
costume for the Super Bowl halftime performance. As a result of this, the hashtags
"#BoycottBeyonce" and "#IStandWithBeyonce" began trending on Twitter. As a response
to this Beyoncé created her own merchandise named Boycott Beyoncé that was sold
alongside her regular formation tour merchandise
 Cilo Award 2016
The Clio Awards is an annual award program that
recognizes innovation and creative excellence in
advertising, design and communication, as judged by
an international panel of advertising professionals

In 2016 Beyoncé won the award for best video of the

year for ‘formation’, this would be the first of three
Clio awards Beyoncé won over a three year period
59TH Grammy awards
A Grammy Award is an award presented by
‘The Recording Academy’ to recognize
achievements in the music industry. The
Grammys are the second of the Big Three
major music awards held annually the
others being

Beyoncé had the most nominations with

nine, for the EP Lemonade and formation,
Beyoncé won two Grammys on the night
Lemonade won best contemporary album,
and Formation won best music video
 Hurricane Katrina
Hurricane Katrina was a very powerful category 5 hurricane
that caused catastrophic damage; particularly in the city of New
Orleans and the surrounding areas. Subsequent flooding, was
caused largely as a result of engineering flaws in the flood
protection system, this caused major flooding in the lower nine
district of new Orleans an areas consisting of low income
families and a large population of witch were people of colour

Over 1,800 people died in the hurricane and subsequent floods,

as well as this there was $125 billion of property damaged
caused the hurricane, making Katrina the deadliest United
States hurricane since the 1928 Okeechobee hurricane.

There were criticisms of the government's response to

Hurricane Katrina, these primarily consisted of criticism of
mismanagement and lack of leadership in the relief efforts in
response to the storm and its aftermath. Most famously being
Kanye west
Kanye West: Reacts
Kanye West is an American rapper, singer, songwriter, record producer,
entrepreneur, and fashion designer, His musical career has been
marked by dramatic changes in styles, incorporating an eclectic range
of influences including soul, baroque pop, electro, indie rock, synth-
pop, industrial, and gospel.
The Concert for Hurricane Relief was an hour-long, celebrity-driven
benefit concert broadcast live on September 2, 2005. it was sponsored
by the NBC Universal Television Group and its purpose was to raise
money, relief, and awareness in response to the loss of life and human
suffering that resulted from Hurricane Katrina.
The concert garnered media attention during Kanye West's comments
regarding the portrayal of black people in the media. The comments
began when West and Mike Myers were presenting, as he deviated
from the ttelpeprompter making statements like “George bush
doesn’t care about black people”
I hate the way they portray us in the media. You see a black
family, it says, 'They're looting.' You see a white family, it
says, 'They're looking for food.' And, you know, it's been five
days [waiting for federal help] because most of the people
are black. And even for me to complain about it, I would be
a hypocrite because I've tried to turn away from the TV
because it's too hard to watch. I've even been shopping
before even giving a donation, so now I'm calling my
business manager right now to see what is the biggest
amount I can give, and just to imagine if I was down there,
and those are my people down there. So anybody out there
that wants to do anything that we can help—with the way
America is set up to help the poor, the black people, the less
well-off, as slow as possible. I mean, the Red Cross is doing
everything they can. We already realize a lot of people that
could help are at war right now, fighting another way—and
they've given them permission to go down and shoot us!
Racial Tension in America
Racism in the United States has existed since the colonial era, when
white Americans were given legally or socially sanctioned privileges
and rights while these same rights were denied to other races and
minorities
white Anglo-Saxon Protestants, enjoyed exclusive privileges in
matters of education, immigration, voting rights, citizenship, land
acquisition, and criminal procedure throughout American history
Major racially and ethnically structured institutions include slavery,
segregation, Native American reservations, Native American
boarding schools, immigration and naturalization laws, and
internment camps.
Racial discrimination was largely banned in the mid-20th century
and it came to be perceived as being socially and morally
unacceptable

In the view of the United Nations and the U.S. Human Rights
Network, "discrimination in the United States permeates all aspects
of life and extends to all communities of color."
ThatB.E.A.T: Bounce
documentary
Bounce music is centralised to new Orleans/ Louisiana and is
categorised as taking multiple sound clips, (Triggermen beat,
Brown beat) looping them together and someone rapping
over it

It a diversion of hip hop, as it stems from beats and call and

response, it rarely leaves new Orleans as it heavily features
copyrighted samples form other music tracks

A large portion stems from a vacuum left after 90’s bounce

artists left for more traditional hip hop, as well as this it is also
associated with lgbt rappers

Beyoncé received criticism for using footage in ‘Formation’ as

the one of the creator of the documentary criticised the
director Matsoukas saying that "Melina has a history of
borrowing, or stealing, or however you want to describe it,"
he continued. "David LaChapelle, the Rihanna video, and
David LaChapelle sued her."
 M.O.B.O (Music of Black Origin)
The MOBO Awards (Music of Black Origin) is an award ceremony
that celebrates excellence in black music. The MOBO Award
show is held annually in the United Kingdom. Since its inception
in 1996, the MOBO Awards has become one of Europe’s biggest
and most influential music

In 2006 Beyoncé won three awards at the awards but wasn’t

able to attend, this resulted in harsh critics throughout the night
as Beyoncé hadn’t pre recorded a message, unlike the Black eyed
peas the previous years

As of 2019 Beyoncé has won six Mobo awards adding to her

impressive collection of 317 award wins and 852 nominations
852
“Consider the way in which the video invites
the audience to interpret historical
circumstances in regards to representations
of race and racism”
Hurricane Katrina: New Orleans (2006): Lower nine flooded due to the poor construction of Levees, the area
mainly consisted of low income families of colour, president bush was heavily criticised for not taking action
quick enough.

Antebellum era (1830-1860): Slavery and racism is prevalent in the south, throughout the formation music
video in the manor scenes Beyoncé is shown having a modern take on antebellum fashion and racial
hierarchy, for instance the first scene of Beyoncé is wearing a modern adaptation of antebellum era fashion,
with sheer panels and shorter length, next shown with the dance outfit

80-90’s era
Box braids (Gained popularity though Janet Jackson, in Poetic Justice’)
L.A riots
‘How do elements in the music video contrast and
conflict, does this create a confused meaning or
offer a coherent message’
Throughout the music video the is a nonlinear narrative (e.g. pulp
fiction) that flickers between three distinct time periods, antebellum,
90’s and modern era, that creates a narrative that may be slightly
incoherent, however there is also a connection as there is a narrative
throughout the video, the message of rewriting history in a more
positive light for black Americans during the antebellum era,
Unification of women and the unification of minorities during the
modern area, for example the aftermath of the hurricane Katrina.
As well as this the lyrics of the song formation both reference
unification of women and also reference Beyoncé's family and
heritage, racism, colorism, sexual dominance, money and fame.

Overall the music video formation has a clear coherent message of

Beyoncé's history and future, whilst also facing modern day tension
that faces the every day American.
 Does it explore issues of being black
in America?
Throughout formation the music video highlights the inequality in power
against black people in America
Firstly there is reference to historical inequality in America, highlighted with
the antebellum era clothing it references Louisiana Creole Culture and
referrers to historical oppression in slavery.
Secondly there are more modern examples, Formation makes reference to
police brutality in America for example the graffiti ‘Stop Shooting Us’ as well
as this at 4:20 there is a depiction of police officers with there hands raised,
linking to police brutality
Finally the lyrics make reference to both colorism and the natural hair
movement, for example “I like my baby heir with baby hair and afros”. Refers
to her daughter Blue and how her hair has sparked petitions to brush it, as
well as the lyric "Yellow bone” refers to being black but having light-skin and
the allegations of Beyoncé using skin lightening creams
Does it have an Autobiographical
feel?
Elements for Elements against
“Okay, okay, ladies, now let's get in formation, 'cause
I slay Okay, ladies, now let's get in formation, 'cause I
slay”. This message links to the promises she made in
“Freedom”; that she would use her platform to
empower black women and promote black activism.
“My daddy Alabama, momma Louisiana
You mix that negro with that Creole, make a Texas
bama”. This message links to her parents, her farther
from Alabama and her mother from new Orleans
“I like my baby heir with baby hair and afros”.
Beyoncé is referencing the stereotypes of African-
Americans and brings up her daughter Blue Ivy. Blue
Ivy’s hair has become something of an internet meme,
with a petition to comb her hair circulating. Beyoncé
refences both Afro hairstyles and baby hairs
“Girl, I hear some thunder, Golly, look at that water,
boy, oh Lord”. This is audio taken from a 2008
documentary ‘Trouble the water’, in the final scene
Beyoncé is shown sinking into the water of new
Orleans, the depiction is more symbolic than
autobiographical.
“When he fuck me good, I take his ass to Red Lobster,
'cause I slay”. This message speaks more about female
empowerment, as it flips gender stereotypes on
assertion of sexual dominance.
“ like cornbreads and collard greens, bitch
Oh, yes, you besta believe it”. This interlude features
Big Freedia, a New Orleans Bounce artist beloved by
locals. In a thick New Orleans accent, Freedia asserts
herself and makes reference to southern cuisine.
 How does Bounce relate to Beyoncé
as a performer?
In formation Beyoncé uses the bounce dance style throughout the
music video, (for example 1:32) and can link to Beyoncé in a
multitude of ways. Firstly Beyoncé uses video clips from the
thatB.E.A.T documentary about the bounce dance style (this has
resulted in law disputes between Abteen Bagheri, as well as Messy
Mya’s family)
Secondly Beyoncé uses the dance style throughout the music video
as reference to the dance style as well as New Orleans as well,
throughout the documentary ThatB.E.A.T talks about how
stylistically originated in New Orleans where the music video is set
Finally Bounce relates to Beyoncé as a performer as it’s a departure
from traditional hip hop, this relates to Beyoncé a Lemonade is a
departure from the hip hop roots of Beyoncé's performing career
Think about the extent to which the video was designed
to promote a political/cultural
agenda or simply to generate publicity and make money
Political/ Cultural Publicity/ Money
“What happened at the New Wil'ins? “I'm so reckless when I rock my Givenchy dress (Stylin')”
Bitch, I'm back by popular demand”
References how Beyoncé has worn Givencchy dresses to the Met Gala exclusively
Relates to hurricane Katrina and The government’s failure to protect the people since 2012
of New Orleans is also seen by many as the catalyst for a new era of activism
addressing the systemic inequality and racism that still exists in the United States
“My daddy Alabama, momma Louisiana “You just might be a black Bill Gates in the making, 'cause I slay
You mix that negro with that Creole, make a Texas bama” I just might be a black Bill Gates in the making”

Bama was originally slang for working class black people arriving North from the Beyoncé and Jay Z are one of the richest couples in the world with a combined
South during the Great Migration this relates to her father. And In Louisiana, total of 1 billion dollars she references Bill Gates' net-worth of over $86 billion
“creole” is used to describe mixed-race descendants of Francophone French dollars, With its shift from “you” to “I,” Beyoncé opens up the possibility of
speakers, this relates to her mother. Without the influence that her parents' becoming “a black Bill Gates” to both men and women.
varied backgrounds had on her, Beyoncé’s childhood in Texas wouldn’t have been
the same
“When he fuck me good, I take his ass to Red Lobster, 'cause I slay”

Assertion of female dominance, and subverts the gender serotypes of the female
being passive in a relationship
“I see it, I want it, I stunt; yellow bone-it”

“Yellow bone” refers to being black but having light-skin, this coincides with many
allegations that Beyoncé using skin lightening creams to better fit Eurocentric
beauty standards, however Beyoncé says that she’s proud of being a light-skinned
black woman and will be proud of it no matter what other people think.
Attitudes and value of gender in
formation
Throughout formation the is an emphasis placed onto the unification of women
as well as highlighting the power of women, For example the lyric “Okay, okay,
ladies, now let's get in formation, cause I slay”. Reiterates the unification of the
women as they are getting in formation, as well as promoting women (especially
black women)

An example of where Beyoncé highlights the power of women and the value of
sociality would be in the lyric “When he fuck me good, I take his ass to Red
Lobster, 'cause I slay” this lyric subverts the tradition view that women are the
less sexually dominant and instead showing Beyoncé in a dominating female role
like a sugar ‘mama’

As well as showcasing her more dominant side Beyoncé also showcases her
vulnerability with the lyric “I'm so possessive so I rock his Roc necklaces”
meaning in order to mark her marital territory Beyoncé wears her Jay Z Roc
Nation necklaces. What’s his is hers and vice versa. This line proudly displays her
vulnerable emotions and her human susceptibility to jealousy
Costume
Throughout the music video Beyoncé and her backup dancers wear a multitude of costumes
with different meanings

Antebellum during the antebellum era the only people who would have been able to afford
fancy, fashionable clothing of the decade would have been white upper-class families of
Anglo-Saxon descent, Beyoncé juxtaposes this by wearing these outfits (some altered with a
more modern adaptation), showcasing herself, family and backup dancers in these clothes,
opposing history as minorities would have not have been able to afford these luxuries,
another example of this would be at 2:00 where the backup models are all wearing hats that
were associated with slaveowners of there respected decade/placement whilst Beyoncé is
wearing a antebellum style outfit altered for the 21st century

Another style of costume would be dance/ bounce style clothing, for example the
antebellum style swimsuit at 0:40 or the uniform at 3:47, this is significant as it relates to the
name of the song and the message of female empowerment, as well as linking to the dance
style of bounce that originated in new Orleans where the music video is set.

Finally the last style of clothing I noticed would be 90’s fashion, specifically at 1:02 where
Beyoncé was leaning out of the lowrider with box braids in her hair, this may be reference to
Beyoncé's early career and influences in pop, for example box braid's gained popularity in
the 90’s because of Janet Jackson in poetic justice
Lyrics
In formation Beyoncé makes refence to many diffrent aspects of her and other black Americans life and struggle with
racial tension in America, for example:
Racism: “My daddy Alabama, momma Louisiana you mix that negro with that Creole, make a Texas bama”. Bama was
originally slang for working class black people arriving North from the South during the Great Migration this relates to
her father, the slang term features on the spots jersy of the basket ball player at 1:50. And In Louisiana, “creole” is used
to describe mixed-race descendants of Francophone French speakers, this relates to her mother

Colourism: (prejudice or discrimination against individuals with a dark skin tone, typically among people of the same
ethnic or racial group) “I see it, I want it, I stunt; yellow bone-it”. “Yellow bone” refers to being black but having light-
skin, this coincides with many allegations that Beyoncé using skin lightening creams to better fit Eurocentric beauty
standards, however Beyoncé says that she’s proud of being a light-skinned black woman and will be proud of it no
matter what other people think.

Female empowerment: “Okay, okay, ladies, now let's get in formation, 'cause I slay Okay, ladies, now let's get in
formation, 'cause I slay”. This message is encapsulating all the messages of loving herself, her daughter and black
heritage featured throughout Lemonade. Most importantly it fulfills the promises she made in “Freedom”; that she
would use her platform to empower black women and promote black activism.
Aggression and obscene gestures
Throughout the music video bey ounce makes refence to racist
slang terms and obscene gestures:

“Yellow bone” referrers to a light skinned black woman

“Bamma” Black slang for working class black people arriving
north from the south during the great migration
“Creole” used to describe mixed-race descendants of
Francophone, in Louisiana they are considered distinct from
other ‘black’ Americans

At 2:57 Beyoncé raises her middle fingers up at the camera, an

obscene gesture meaning F-You in western society

As well as this Beyoncé also gives a assertive performance

throughout the music video , and gives emphasis to her power
passion and drive through out the subject
Semiotics
There are many different interpretations of Bartes’ theory of semiotics in Formation, for example:
Political gesturing: at 4:20 there is a depiction of police officers with there hands raised, this may be interpreted as a symbol of
surrender by the police officers, as well as this it may be linked to racial in tension in America where many young black Americans are
being killed without cause, this example is further supported at 4:22 with the graffiti on the wall depicting “Stop shooting us”.

Historical: Another example of semiotics in Formation is of historical events especially antebellum history, for example at 0:48
Beyoncé's daughter is shown wearing antebellum era clothing along with the other two girls in the frame, this could be perceived as a
juxtaposition to historical events as black Americans would have not been given the privilege or ability to afford luxurious clothing as
they would have been forced into slavery. Another example would be that Beyoncé is wearing a modern take on antebellum era
clothing at 0:30, this could be interpreted as Beyoncé (and subsequently other black Americans) taking a hold of there heritage and
telling it in a more positive manor

Depiction of women: finally my last example would be the depiction of unified women for instance at 3:38 the dancers are all wearing
dance outfits that are all feature a similar color and red stripe, as well as having as all having their natural hair , there are multiple
symbolic meanings behind this, firstly all the models wearing may be symbolic of the natural hair movement that has gained
popularity throughout the decades, encouraging people to embrace there natural hair and features, secondly the models are wearing
outfits that resemble each other but aren’t exact copies, this may be symbolic of Beyoncé's message of female empowerment and
unification (Formation) highlighting that although there are differences between people, standing together as one unit is the most
powerful, another example of this would be at: 2:08, 2:19 and 2:25 where the women are all wearing similar dance outfits
 Objectification of women
Throughout formation Beyoncé explores the objectification of women and
how they act and are portrayed, for example the lyrics: “When he fuck me
good, I take his ass to Red Lobster, cause I slay” it highlight the assertion of
female dominance, and subverts the gender serotypes of the female being
passive in a relationship instead giving off the idea of a ‘Sugar Mama’ a
woman who would pay for affection and sexual favors with favors, gifts or
financial gain this being the female equivalent of a ‘Sugar Daddy. Another
example of this would be the lyrics “You just might be a black Bill Gates in
the making, 'cause I slay, I just might be a black Bill Gates in the making”
With its shift from “you” to “I,” Beyoncé opens up the possibility of becoming
“a black Bill Gates” to everybody, Beyoncé highlight hows it’s a possibility for
women to become the next Bill Gates.

Alternatively there are also instances where in formation uses her body and
sexuality for voyeurism, for example the modern take on antebellum clothing
features see though cutouts, followed by the red antebellum dance outfit that
features bathing suit cuts and a plunging neckline.