Britney released a 2-track single from the album in February
2011, “Hold it Against Me”. Since then, much hype
has gone into the “Femme Fatale” album launch, which
has included a daily release of teaser trailers for “Hold
it Against Me” on YouTube that left fans scrabbling for
more, eager for the release of the full film, with many hundreds
of thousand of “Tweets” daily about the singer.
Designed to skyrocket the new album through the charts, this
viral marketing campaign finally culminated on 17 February 2011,
with the official launch on MTV, of the video for “Hold
it Against Me” (click the image top or bottom of this page,
to view).
Choreographed by top music industry guru Brian Friedman (Lady
GaGa, X-Factor), the video is much anticipated by Britney fans.
Certainly, Friedman seems well pleased with the result, and
he told MTV News before the video launch…
“I can tell you that Britney is wearing a couple of hats
in this video – not literal hats, but she’s playing roles in
this video. That is what I can give you,” he explained.
“In every role, she is dancing. She is going to be dancing
throughout the whole video. Like I said: Dance is the focal
point of this video.”
He also revealed a little about the costumes: “She’s taking
fashion risks. Things we’ve never seen her wear before she’s
wearing in this video, and I think it’s just very sexy and it’s
a little bit playful,” he said. “She’s going to be
doing something in this video that we’ve never seen her do.
I’m not gonna tell you what that is, but she’s going to be sweating
and she’s going to be getting bruised and battered.”
So, if you are not a dedicated follower of Britney Spears,
what’s all the hype about? Well, not famous for holding back
in her videos, fans will probably not be displeased. Particularly
the end sequence, where Britney fights herself… the other
Britney. Because, you see, there are two Britney’s…
the public one and the other, locked in her private world. The
two, always in conflict. With each other… with themselves.
Get it? Well, watch the video anyway.
As usual for a Britney video, this one should come with a warning:
“This video contains flashing lights and flesh”.
Hold it Against Me – full
video
– click the image below –
– click the image above to view the
full video –
