You see the most famous paintings put forward, as well as the Galerie d'Apollon and its ceiling, the Daru staircase and Pei's pyramid.įor this reason alone, on top of the rental revenue earned, the Louvre has pulled off its best PR move in years. For the first time in a scripted and choreographed video, the Louvre is not just a set or decor, but a character equal to the human performers. But this is no regular shoot - it is much more interesting. Sure, Beyoncé and Jay-Z know the museum well, and the Louvre could say it was a shooting like any other. We could just decide to agree that the definition of fundamentals is quite flexible. This video veers sharply from statements recently from the Louvre's president's, Jean-Luc Martinez, who said he wants to go back to the museum's fundamentals. For instance, already back in 2013, Beyoncé admitted to having a fantasy of having sex in the museum and a year later the couple booked the whole museum to visit it privately with their daughter. Beyoncé and Jay-Z have already pushed the limits in respecting the elegance of this temple of ancient art. It is not a film, and though there is music, it is mostly an advertisement for the couple's new album. However, perhaps with this music video, you can feel a hint of discomfort at the Louvre. This comes as the Louvre's finances grow ever tighter, depending on visitors for revenues, as well as the state, which is constantly demanding that the museum find its own way to be self-sufficient. However, the museum changed its course in 2014, opening a "filming" service with a team of four. Meaning, they does not run after clients but rather lets the client come to them, which might explain why the revenues are so small. The Louvre's officials note that they have no financial aspirations when it comes to film shoots. It would be highly unlikely, for example to see in on cinema screens some futuristic vehicle crashing into I.M. And the only projects accepted are those that create added value for the museum. It is true that filming can only take place on Tuesdays, when the museum closes its doors to the public, or at night. The totals indeed are quite small in comparison to its annual revenue of 145 million euros, or recalling that the museum has been used as a set for Da Vinci Code (2006) and Wonder Woman (2017), whose main character is one of the Louvre's curators. This figure may make experts chuckle, and yet, hundreds of minor shootings that take place each year in the museum only brought 260,000 euros in revenue in 2016 and 400,000 euros last year. The regular rates are said to be around 40,000 euros for two nights. Among the questions going unanswered: The Louvre refuses to say how much money the couple paid. Only one thing is certain: The reigning royals of music are at home in this former palace of kings.
Not a word from the Louvre itself, as it conducts its affairs in silence, leaving the door open to questions of all kinds. The video for the song "Apeshit," from the Everything is Love album has ardent supporters others think the whole scene is vulgar.
The latest music video from the world's most famous musical couple, Jay-Z and Beyoncé, is shot amid the museum's timeless masterpieces and along its storied halls, has created a bonafide cultural furor for the past week. PARIS - How do we decide what is the world's top museum? Its size, prestige, collection, the number of visitors - and the way it showcases its brand.