Video Deconstruction: Director Adria Petty on Beyoncé's "Countdown"
Beyoncé. The name carries weight. She's not just a world-renowned artist, a famous wife, and soon-to-be MILF; she's a brand. And her creative crew, Team Beyoncé, is made up of busy foot soldiers that go to war daily to maintain her carefully crafted image. During a recent, expectedly busy week, director Adria Petty joined this frenzied infantry to serve as co-director on Beyoncé's new music video for "Countdown," or as Petty describes it, a "very personal and sexy love song," from the singer's new LP, 4. Ms. Knowles was also shooting other music videos that week so time was limited. But Petty (whose father is the musician Tom Petty) worked with Beyoncé once before on the "Sweet Dreams" video, so she knew the deal. This go-round though, something special popped off. Petty, no stranger to celebrity, saw the 30-year-old entering a "coming-of-age" moment. For the director, a classic film enthusiast, there was no better way to depict Knowles's transitional moment than by paying homage to those that shaped her. So "Countdown" became a prissy pop culture menagerie: in just over four minutes, Beyoncé is Audrey Hepburn and Alex Owens, Diana Ross and Danyale Luna. We let Petty hash out the rest of the details during a chat that touched on Beyoncé's pregnancy, the video's iconography, and why it was not an act of plagiarism.
GQ: Working with Beyoncé, who is always evolving, must be a beautiful challenge.
Adria Petty: I think whenever you work with Beyoncé it's a collaboration. She has a lot of input. And then you have the time constraints that come with working with her that push you into different directions
GQ: There are countless homages to pop culture of the past in this video.
Adria Petty: I think we were playing with Mod, and '60's and '80's iconic stuff that responded to and related to.
GQ: Working with Beyoncé, who is always evolving, must be a beautiful challenge.
Adria Petty: I think whenever you work with Beyoncé it's a collaboration. She has a lot of input. And then you have the time constraints that come with working with her that push you into different directions
GQ: There are countless homages to pop culture of the past in this video.
Adria Petty: I think we were playing with Mod, and '60's and '80's iconic stuff that responded to and related to.