There’s no there there, but that doesn’t mean everyone won’t be talking about the new video by Will.I.Am and Britney Spears for “Scream & Shout.”
The futuristic, minimalistic clip is a cheap-looking affair that displays no chemistry between the two (they only appear together in what looks like a photoshopped scene). This is less of a collaboration than some not-so-clever cut-and-paste job.
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“I want to scream and shout and let it all out,” sings Will.I.Am during the chorus, which is minimally catchy.
The clip primarily consists of separate shots of the two including shots of multiple, automaton-looking Britneys in a hot black outfit and a ‘60s hairdo and make up with her voice manipulated to affect a British accent. Cut to some dancers and lots of computer generated effects. It looks like it took about an afternoon to create.
“When you hear this in the club, you’re going to turn this sh** up,” declared Spears and she’s probably right, given the repetitive nature of the beat, but the same can’t be said for the video, which hardly bears any repeat viewings except for by the most devoted of Spears or Will.I.Am fans. My colleague Katie Hasty thought even less of the song.
We do kind of like Will.I.Am’s King crown. It’s much nicer than the kind you get at Burger King for your birthday.
What do you think of the "Scream & Shout" video?