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The living legend is back, and ready to party. Madonna is going all out for her Superbowl/New Video/New Album push. The first single, "Gimme All Your Luvin'" features Pop sensations Nicki Minaj & M.I.A. (a well-played move by M, automatically guaranteeing a younger audience will check in to see what some of their leading ladies in music are doing, at the very least), and is in line with previous Pop-Rock singles by the Immaculate One (specifically, I hear "Beautiful Stranger (1999)" in the chord progressions and vocal stacks. The shade would be to note that for someone who has been on the offensive in regards to her heavy influence on Lady Gaga (I'm sure the word 'reductive' has been searched millions of times since her 20/20 interview), the fact that the record is so similar to her own music 10 years prior could be seen as not only reductive, but immodest & unavailing -- but I'm not playing that card. Not today anyway. Plus, I like the song. Seriously!
I have to say that of the trifecta of Pop females, I enjoyed watching Nicki Minaj the most in this video. M.I.A. looked wholly out of place in a wedding dress & false lashes, but the head Barb seemed right at home. The homage to football motif comes off as trite, but it doesn't take away the enjoyment at seeing Madge in a new video. As an artist who took pride in being controversial, this presentation is all but tame; even the random shot of M falsely breast-feeding a doll seems like a failed attempt at a shocker. However, it's easy to get into the fun, flirty vibe that is being given. Overall, it's definitely not a bad show of music industry pageantry, and I'm sure Madonna will be following up with something more akin to her...Personnalité.