Hot Music Video – Scream & Shout – Will.i.am ft. Britney Spears

Scream & Shout” is a song recorded by recording artist Will.i.am featuring Britney Spears for will.i.am’s upcoming fourth studio album #willpower. It was written by will.i.am, Jef Martens and Jean Baptiste and produced by Lazy Jay, with additional production by will.i.am. After RCA Records executive vice president of promotions had announced that Spears was going to take a break in 2012, but the singer signed a contract to be a judge on the second season of American music competition show The X Factor. Back during August 2012, Spears confirmed that she was recording new material with will.i.am, tweeting, “Can’t wait for y’all to hear @iamwill’s next single featuring me. Coming very soon. Stay tuned people….” Both artists had worked together the previous year on two tracks for Femme Fatale, with one called Big Fat Bass making the final cut. The song, rumored to be named “Sexy Sexy” at the time, was going to be released on #willpower in October 2012. However, will.i.am changed the release date after several tracks from the album leaked online, saying, “I’m trying to finish #willpower… & now because of all the leaks I have push the album back to make new songs… I will give you updates soon.” Spears confirmed the track would be called “Scream & Shout” and spoke about working with will.i.am: “You just have to hear it. He’s just, like, a little radical genius scientist in the studio when he’s in there, and he just knows what he’s doing, so just to be able to do a song with him is really fun.” Check out the video after the jump…

Video Synopsis: The theme of the music video is multiplicity. It begins with interlaced beauty shots of will.i.am and Spears, until the scene cuts to will.i.am using a multi-touch interface similar to Instagram. As he says “Bring the action”, we see Spears wearing a pencil skirt and doing fast movements to the song’s beat and singing along to the lyrics. The singer is then seen on the top of a white box making different poses to the camera. When the track’s chorus begins, will.i.am appears in front of an empty black background as he is joined by Spears on a moving walkway and they sing together. Just after the first “Britney bitch” line use, we see different type shots of dancers performing to Scream & Shout. The following moments of the video feature interrelated scenes of flaming disco balls, Spears image multiplied, will.i.am wearing several gold accessories, including cap with a gold plate that reads ‘King’ on his head, and promotion to his i.am+ social network and iPhone camera add-on.

Scream & Shout is an upbeat dance and electro-pop track with lyrics about having a great time on a night out. The track begins with Spears rapping “When you hear this in the club / You’re gonna turn this shit up / When we up in the club / All eyes on us / See the boys in the club / They watchin’ us / Everybody in the club / All eyes on us” with Nicki Minaj-esque vocals and a British accent. As it follows to the chorus, will.i.am joins Spears as they sing, “I wanna scream and shout and let it all out / And scream and shout and let it out/ We sayin’, ‘Ohh, wee ohh, wee oh wee oh’ / We sayin’, ‘Ohh, wee ohh, wee oh wee oh’ / I wanna scream and shout and let it all out / And scream and shout and let it out / We sayin’, ‘Ohh, wee ohh, wee oh wee oh’.” “Scream & Shout” interpolates a sample of the lyric “It’s Britney bitch”, which was used on Spears’ 2007 singleGimme More, which is used before every breakdown on the track. Maybe she trademarked that…

When asked about the video’s concept and style, will.i.am revealed that it will include “uber fresh fashion. The young kids brought their game. I don’t want to say it’s ‘swag.’ Because swag is… it’s dope, but this is beyond swag. This is swag in reverse, which is gaws,” and added that he had the intention to release both video and song together. On November 17, the song leaked in full online. When asked about how he felt with it being released earlier than expected, will.i.am commented:

“Well, that’s done. You can’t undo it. It’s out. It made it real. But once things go to the editing and coloring, it’s not in your control. You don’t know what that intern’s getting paid. Or not getting paid. You don’t know what’s going on in their heads.” Spears also took her official Facebook account to express how she was sad about the early release of the song, but added, “I AM super excited that my fans seem to love it as much as will.i.am and I do. It hits the radio and iTunes later in the week.” On November 26, will.i.am tweeted that the video edit had been finished, and added, “I’m so happy and excited for everyone to see it…this week is going to be a good week.” The song received generally positive reception from music critics. What do you think about the song and video? Do you think that Britney is making a comeback or has she already arrived? Share your thoughts below…

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