The Reel: “Give Me All Your Luvin'” – Madonna, MegaForce, Nicki Minaj, M.I.A.


Oh that Madge… I can’t help it, I’ve got the biggest Cheshire grin plastered above my chin right now…

See the thing about it is, I wanted to not like this video – hear me out: I wanted to not like this video because after the hoopla and hype, after the media blitzes and reductionism, this era was gearing up to be the bark of Confessions with the bite of Hard Candy #notgreat then, there’s the distractions and the white noise pulling attention from the product at hand and towards the peripheral gossip… in a nutshell: I was ready to not like this video for the same reason I was gearing up to not like Born This Way – because people were going GaGa over Madonna; but lo and behold… Pop never lets you down.

First things first: 2012 – We’ve got Madonna dropping MDNA and going on World Tour, and then we’ve got GaGa Born This Way Balling out of control and, y’know, Hauskeeping: these are facts. Head-to-head we have the Greatest Generation and the Re-Generation. Brass tacks: beyond all of the Madonna homages, there is the very apparent, clear, and present situation at hand: this is the first time Madonna is presenting a new product to the market, Anno Monstrami: since GaGa. Thus far, Madonna has battled GaGa on laurels – yes, they are some beyond-laudable laurels, but laurels nonetheless. Madonna’s past has fought her way into the future, and now she has to make good on said greatness for the first time since ever. Madonna is proving not only to herself, nor the market, nor to Universal, nor to GaGa, nor to Warner, or to LiveNation, but to Pop Culture that she is still the Franchise Player. Madonna has not faced GaGa on VEVO or the Billboard charts with new material. Madonna has not toured against GaGa. Madonna has not entered the Pop blacktop with her Jumpmans on tight and right against GaGa – until today.

Pop 2012: because this used to be my playground.

SnappIt: Madge… I can’t help but smile… This is a great video, because, well, it’s just a great video. It’s so tongue-and-cheek kitschy… it’s so literally symbolic, it’s so unironically artificial, it’s so amalgamated Pop past, it’s so hollow Bubblegum Pop pastiche, it’s so now, it’s so then, it feels… reductive – it feels so… GaGa. #notlikethat

This: is Madonna on GaGa on Madonna.

So, since Hov didn’t actually write that letter to Blue Ivy, Madonna took up a pen to draft a lil’ something for the next generation – in the form of a music video (before videos became filmhouse shorts) entitled “This Used to Be My Playground” “Give Me All Your Luvin'”

L-U-V Madonna / Y-O-U You wanna
I see you coming and I don’t wanna know your name
I see you coming and you’re gonna have to change the game
Would you like to try? Give me a reason why
Give me all that you got
Maybe you’ll do fine , as long as you don’t lie to me
And pretend to be what you’re not

When I first saw her, I saw her performing at a very small club in Manhattan a couple of years ago, maybe it was like three years ago, I was actually really impressed by her. I thought she was really cool and she did remind me of me back in the day. I liked her rawness and there was something fresh about her and ballsy, and when she spoke to the audience, she sounded like she had a similar sense of humor to me, quite ironic, and I liked her.

Don’t play the stupid game
Cause I’m a different kind of girl
Every record sounds the same
You’ve got to step into my world
Give me all your love and give me your love
Give me all your love today
Give me all your love and give me your love
Let’s forget about time
And dance our lives away

It feels… reductive.

Right so, lyrically, it’s quite clear where we’re at #sufficetosay but the kicker here isn’t the lyrics (c’mon, it’s Pop – lyrics are 10 percent of the battle, if that)

Madge runs the gamut from Hollabackin’ Harajuku Loving Jabbawokee dance crews, to Amy Seeking sideglance suburban chic sets, a splash of the Hold It Against Parisian Nagger dubstep bridge, and more bricks than Jeezy and Rosay sprawled on the “Edge of Glory” wall. Where she goes H.A.M.est in the paint though, is through her own videography – in an ADD, campy, “Generation Too Broke to Pay Attention” way, which is kind of the point. This used to be Madge’s playground, “until these whippersnappers moved in with their constant flow of derivativeness leaving me feeling… reduced.” So, Mo reduces the reduction to a premier production: she runs the gamut from eponymous early days to Dick Tracy and well through Like A Virgin (including Material Girl Monroe nod – in one fell swoop – in, yo’ car bar)

She’s being reductive if only for the sake of showing what it means to be so. Unlike 90% of the Pop playing field though, Madonna is not serious about it… which is kind of the point. MDNA is fun Pop, throwback mixed with a bit of contemporary smoke, mirrors, and synth… so as far as “Luvin'” goes, if this is any early indicator for the album as a whole: “If it’s gapless, she’s golden.”

Random triviality: So… collectively, Madonna shrugs off haters – and, like any Pop figure worth their weight in print, said haters fuel, support, and carry said Pop figure through their careers #loveallmyhaters…

next time you’re watching this video, remember that Madonna went to the University of Michigan, whose bitterest rival is none other than the Ohio State Buckeyes #pauseforlaughter the Buckeyes whose team colors are gasp scarlet, silver, and black? like gasp the players carrying Madonna through the video, and who inevitably get decapitated by said Pop mistress? #doublenosetap

Watch This Space: Pop comin’ out of my ears today, man #lifeisgood … M.I.A. on the side coming through #hard with THIS #hitemwiththehee

Live fast, die young, bang on the dashboard #kalashrug

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