About half an hour ago Beysus parted the heavens and beamed down her long-awaited Pepsi commercial, simultaneously debuting a snippet of a new single called "Grown Woman". I've been waiting so long for this that I didn't know what to expect. Probably not King B dressing up in old costumes and grinding in front of a mirror like that bitch from Flashdance but, fuck it, I'll take it.
While I'm not particularly fussed about the commercial (I prefer the one she did with J Lo), the song is something else. At a time when the rest of the game is churning out the same generic shit, Bey unveils a percussion-heavy, tribal chant and gives no fucks if you don't like it or, more likely, don't get it.
For me, "Grown Woman" picks up where "Run The World (Girls)" and "Countdown" left off. It's noisy. It's disjointed. It takes a few listens to get your head around. But then you just need more. I'm currently staring at iTunes the way Adele glares at an all you can eat buffet. The hunger is positively primeval.
This is urban music for the Odd Future crowd, polished to perfection for mainstream consumption. I have no idea what radio or the ratchet gays that dictate iTunes popularity will make of it and I really don't care. If Beyoncé wanted an album full of generic club bangers, producers would be serving them up to her on a silver platter.
My fave does what she wants. She'll just keep on winning at life while the rest of us deal. Now let me watch the ad on repeat and calculate how many minutes until I see The Mrs Carter Show in the States. Good night and keep stanning.