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Jay-Z and Beyoncé set the music world ablaze with their surprise join album Everything is Love and the music video for the project’s lead single “Apeshit” has garnered over 60 million views on YouTube. Set in the famed Musée du Louvre in Paris, France, the video features The Carters flexing on everybody, performing the song while featuring 17 select art pieces, including Marie-Guillemine Benoist’s Portrait d’une négresse, Jacques Louis David’s The Coronation of Napoleon, and Théodore Géricault’s The Charging Chasseur. It’s a strong and empowering video that injects culture in what’s already perceived as an iconic cultural landmark. The paintings that Jay-Z and Bey showcased in “Apeshit” possess underlying meaning and tones.

Already billed as one of the most powerful couples in entertainment, The Carters have influenced the Louvre to launch a tour visiting the artwork featured in the video. Now that’s what you call influence. The irony of hip hop, a form of contemporary art, disrupting the hallowed halls of one of the most famous art museums in the world, something much needed.

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Rex Pham

Originally from the Bay Area, who then moved to Los Angeles, then out to New York City. NYU Stern MBA c/o 2014. Inspired by the grind of NYC to create something that has value. Lover of all things digital, culture, and brand strategy.