BEST FEMALE VIDEO NOMINEES:
THOUGHTS ON THE NOMINEES: Given that Beyonce performed her 4 song “Love On Top” — not to mention revealed her baby bump — at the 2011 VMAs, she’s officially come full circle now with the tune’s Best Female Video nod. The song itself has a decidedly retro vibe, and Bey kicked it even older school by co-directing (with Ed Burke) a visual that gives a knowing wink to classic R&B vocal groups like New Edition and The Temptations.
Meanwhile, Selena Gomez took things even further back in time for part of her “Love You Like A Love Song” video, where she appears decked out in full Classical era garb (complete with a towering powdered wig and vintage ornate frock). The clip, which was co-directed by Geremy Jasper and Georgie Greville, also pays homage to Japanese karaoke bars by featuring the singer both belting out her hit song on stage and appearing in the cheesy video on the screen behind her. “Love You Like A Love Song” makes a strong contender here, as, video aside, it became one of Gomez’s biggest radio hits to date.
Next up is Nicki Minaj’s “Starships”, which found her pairing up with director Anthony Mandler and showing off her ample curves in a pink bikini. Yeah, some other stuff happens in the vid. But, really, pink bikini — that’s the takeaway, no?
On the other hand, Katy Perry skipped sexy (and colorful hair) for a change and headed into the military following a bad breakup in “Part Of Me”. The singer was newly separated from husband Russell Brand at the time, and she and director Ben Mohr went for authenticity by spending three days shooting the video at Camp Pendleton in Oceanside, California.
Rounding out the nominees is Rihanna’s “We Found Love”, one of the most-nominated visuals this year. We’ve already discussed this Melina Matsoukas-directed clip, since it’s also up for Best Pop Video — and we noted then that it deserved to win in that category for artistic vision alone.
WILL WIN: We’re thinking it’s between pals Nicki and Rihanna. And once again we’re going with RiRi. “We Found Love” is undeniable high quality eye candy. But after she snags all these awards, we’re recommending she take a nice break from the pop game for six months (or even a whole year). The Barbadian diva may have found love — along with a creative high point — here, but her subsequent singles and accompanying videos have left something to be desired. Sometimes less truly is more, RiRi.
SHOULD WIN: Rihanna, for the reasons stated above. Plus, she’s up against much stiffer competition in the Video Of The Year category, so this would be the place for her to triumph. But, again, girl — please take a long vacay after this.