Apparently, more than 500 000 tickets have been sold these past few days and the Louvre took this opportunity to extend its late night opening times.Īlready watched by about 70 millions of viewers, the clip has 'inspired' what is deemed as some new thematical tour to walk into the steps of the stars.

In this regard, the Carters have succeeded in their fantastic marketing entreprise. Indeed the attendance numbers of the Louvre have soared up, even more than usual for a regular summer season. Yet it's been argued the video would provide a fresh look onto the collection, to attract a younger audience. There is absolutely no referencing of the artworks, even the lesser known ones, such as this canvas by Marie Benoist, located on 2nd floor. Like many clips before this one, the Louvre appears in 'Apeshit' just as a setting, purely for its aesthetic qualities. What I find increasingly disturbing though, is the dumbing down of their initial educational purpose in the process. I totally understand how some museums have to resort to diverse commercial strategies to enhance their value, collections and make heritage look sexy to various audiences. The days of big cultural budgets are over, I grant you that. Nevertheless, these are still kept secret by the museum staff. Problem is: where does the money go? In a time when public subventions get scarcer and scarcer, privatisation of galleries represents of a good way to obtain revenues. Since 2008, the museum's politics has been two-fold: spreading the Louvre's image abroad (as if it didn't attract tourists already) and re-locating French cinematographic production. These days, the Louvre welcomes more than 100 filmings per year (Youtube videos, documentaries, fiction, etc etc).

For the record, Bey and her beloved had already asked for the shutting of the whole museum for their all-too private visit in 2014, already proving to you that no, the Carters aren't just the average tourists (seriously, who tours the Louvre in 10cm high heeled boots and is able to get that close to the Mona Lisa?). Directed by Ricky Saiz, this first hint at their new album Everything is Love costed no less than 40 000 euros and two nights. They appeared in a various array of costumes - amongst them, some questionably tasteful pastel suits - dancing nearby black dancers. This six minute film, apparently meant to throw their overpowering and carefully staged relationship in the face of viewers, traces the couple's navigation through the most iconic artworks and galleries of the Parisian cultural institution. It featured mega pop star Beyonce and her husband Jay-Z, taking by storm the largest museum in the world.

Last June, just in time to celebrate summer, a striking music clip was put online.

Beyonce jay z apeshit video lenses