Four years after her last album, the original Queen of Pop Madonna has started her march on the comeback trial with her latest single ‘Give Me All Your Luv’. Having already gotten plenty of airplay on radio stations all over the world, Madonna’s new single has her paired up with British superstars Nicki Minaj and M.I.A. and is set to perform this song at this year’s Super Bowl in America. This situation is a big paradox when you think about it: a song being premiered at an American sports event performed by an American who used to pretend to be British (back when she was married to Guy Ritchie) and two British girls trying to be American through their music. It’s a wonder the universe hasn’t collapsed onto itself yet.
Madonna’s last hit single was 2008’s ‘Four Minutes’ with Justin Timberlake, and now she’s got two current superstars with her single. Has Madonna assumed that if she pairs up with not one, but two younger stars that she will remain popular? Well, Jessica Mauboy has taken this approach by pairing up with Snoop Dogg, Ludacris and Jay Sean on three different songs and it hasn’t hurt her career.
As for the music video itself, it was clearly being made to match its super bowl premiere as it has Madonna being surrounded by football players basically being her slaves by putting their jackets on puddles for her to walk on, and the team even hold her up so she can walk along a brick wall! Talk about being pampered! Minaj and M.I.A. are the head cheerleaders with a posse of faceless cheerleaders in anime masks (two of which perform a faux lesbian kiss), all chanting about Madonna and why you should
buy her new single love her. On that note, the lyric ‘Every record sounds the same, You’ve got to step into my world’ seems like a not-so-subliminal advertising tactic to persuade brainwashed viewers to buy her single. The footy players form a human pyramid for Madonna to climb and even take bullets for her when a shooter from a moving car attempts to snuff her for no apparent reason. Madonna also throws a plastic baby she was breastfeeding after it’s served its purpose, much like the disposable African kids she adopts.
While all of what has been written above sounds highly negative, I don’t hate this song. It’s actually a pretty catchy song with a cool beat, although Minaj’s and M.I.A’s parts in the song are quite short, so their fans will be a bit disappointed. Madonna really does owe a lot to her rigorous exercise routine because at 53 years of age, she looks great and still hold her own. Both Nicki Minaj and M.I.A. look hot in those cheerleader uniforms, but then they spoil it all by rapping, in Marilyn Monroe costumes no less (I’m not really a fan of their “music”). So even if you don’t like the song itself, the music video’s okay for a bit of a perv.
Originally published at primomag.com.au on Monday 6 February 2012