Inside Madonna’s ‘crazy’ new video
Jonas Åkerlund, the director of Madonna’s new music video for her track B***h I’m Madonna, has spoken about what went on behind the scenes while shooting the promo.
The music video director has worked with the 56-year-old pop icon for 17 years, with the pair having collaborated together on the promo for her 1998 single Ray of Light, which earned a Grammy Award for Best Short Form Music Video.
Jonas also helmed the promo for Madonna’s recent post-apocalyptic tune Ghosttown, which co-starred Terrence Howard and was released in April, and the director says shooting the music video for her new song B***h I’m Madonna was a totally unique experience.
“Madonna called me about Ghosttown. We hadn’t worked for a while because of different circumstances so when I heard all the songs [on Rebel Heart], I was very excited about Ghosttown. I connected to it creatively. And, yeah, we enjoyed working together. I was supposed to start something else right after and that got pushed and she asked me to do B***h I’m Madonna. I saw it being so completely different from Ghosttown, something a little bit less serious, just fun and crazy,” Jonas told Entertainment Weekly.
The B***h I’m Madonna music video premiered on streaming service TIDAL Wednesday.
A number of celebrities make cameos in the promo, including Katy Perry, Beyoncé Knowles, Miley Cyrus, Chris Rock and Rita Ora.
Although the video shoot was a blast overall, the mentality on set was still very disciplined.
“It was fun! That’s the only way to do it really. But it was technical. Everybody needed to be on their place and do their job,” Jonas detailed of how he managed his crew, which was comprised of 100 people. “Everyone had cues and everyone was ready. And when we left the shoot, we thought, ‘If the video feels half as good as we feel, then it’s a homerun.’”
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