Beyonce new single “Ego” official video and rating.

Posted by fjgirls in May 22nd, 2009

Beyonce has a new single out taken from her latest Â ”I Am….” Â album called “Ego” and the official video is out now, hot off the press, and still smouldering in more ways than one. A black and white number in the “Single ladies”Â style, but a slightly slower tempo with less violent hip swinging and a curly haired Beyonce with no evidence of a Robotic arm.

She’s been on tour in Europe recently and is heading this way to London with her performance at the 02 Arena being held on Bank Holiday Monday 25 May and is billed as one of the big shows of the year up there with Britney Spears and Michael Jackson. Her sister Solange Knowles apparently will also be performing at the after event party.

Beyonce Ego Official Video

The Verdict.

Nice video, nice song, Beyonce as always looking good showing us some sexy dance moves, not sure about the curly hair though. This song has a slightly old school and faint motown sound to it, its catchy and we like the video although there is a striking resemblance to the Single Ladies video set up which marks it down on vid originality. One of those retro silver chunky mikes we think would just have rounded the video off nicely.

Beyonce is going through an experimental phase on this latest album trying out some newish things, something that artists tend to do when they have matured in career terms, she’s been around a decent period of time and just fancies a creative change and trying some new challenges, and why not! Â It’s risky stuff though, but when you are that established and that big, with a huge fanbase, it doesn’t hurt to ring the changes, the fans will follow regardless, if it doesn’t go down well, just go back to what you did before as you know that works, its a win win situation.

Single Ladies has the edge over this new “Ego” offering in our opinion, but we still say that Single Ladies was not one of her all time best songs in the Beyonce scheme of things. Vocally we cannot fault, but this “Ego” song just lacks that certain something somewhere, what it is we wish we knew, but it lacks it all the same, “impact” could be the word we are looking for, otherwise its an OK number.Â OK is not a word you associate with the likes of Beyonce. Nice songs get nice ratings that tend toÂ leave usÂ neutral. Rating 3 stars out 5.

Chart wise this could do well, not due to the song or even the Beyonce brand, but the clever timing of its release just after the Euro tour completion and as she arrives in the UK to perform live in London, its all in the marketing mix, timing, timing and more timing……..coincidence…….we think not!

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