Let’s not get it twisted. This is not Madonna‘s finest and most on-point single in the history of herstory. But that’s not to say that we can’t all have a good time gushing over the fucking A-grade music video and the joy it brings to our world.
‘Give Me All Your Luvin” is the first single unleashed from the pop queen’s forthcoming “action-packed” album MDNA. Even though I feel like the cheerleader chants and robo-rocking Martin Solveig beats are serving enough freshness, there’s something despicably booger about her vocal performance here. For a beat that kicks as hard as it does, Madonna‘s reductive delivery is really underselling the song’s potential. And don’t even get me started on the redundant Nicki Minaj and M.I.A. rap verses.
Just like it was when ‘4 Minutes’ opened her Hard Candy era, I feel like once the album arrives, nobody’s gonna be checking for ‘Give Me All Your Luvin”. This can’t possibly be the best and most addictive track MDNA has to offer.
But what’s really interesting about my ‘GMAYL’ experience is that, none of that shit about them basic ass vocals seem to matter when I watch the video.
French video director team Megaforce – who had done music videos for Tame Impala and Kid Cudi in the past – delivered a touchdown production that unfolds like a super captivating commercial you can’t take your eyes off. Yes, you’ll notice and rave on about the elaborate choreography and for the die-hard stans, there’s even a healthy dose of Madonna iconography to be spotted – but really, I reckon the biggest deal with ‘GMAYL’ is how fierce and rejuvenated the old girl is looking.
Who’s that girl?
First, there was that impossibly youthful single artwork where the 53-year old music veteran is somehow turning it out like a 19 year-old model in an American Apparel ad.
Now here she comes strutting like a boss in something surprisingly flattering, rocking fingerless gloves covering up them dinosaur claws and softened blonde tresses to accentuate her youthfully plump face. She literally looks about 20 years younger than what she really is. I am thoroughly living for this.
References to Old Testament Madonna.
You really don’t need a PhD in Madgology to pick up the references ‘Give Me All Your Luvin” is throwing to old school Madonna.
The idea of having men fuss about her and treat her like a queen is like a throw back to the ‘Material Girl’ video. The huge gold crucifix she’s rocking recalls a lot of the old religious symbolisms she exploited back in the day that established her as such a controversial pop music figure. And even the Monroe wig fiasco’s easily identifiable as a flashback to the Blonde Ambition era.
If you don’t take anything away from this ‘GMAYL’ video experience, at least try to understand that this is the first properly fun and frivolous Madonna video we’ve had in years where she looks happy, isn’t actually oversexing her performance, or trying to pummel us with a political statement.
Watch the video for ‘Give Me All Your Luvin”:
Madonna released ‘Give Me All Your Luvin” and opened up pre-orders for the exclusive iTunes edition of MDNA yesterday.
The deluxe edition will feature three additional tracks, one of them will be a remix of ‘Give Me All Your Luvin” featuring Nicki Minaj and LMFAO.
MDNA arrives in Australia on 27 March.