Beyoncé’s new video for “Sweet Dreams,” the latest single from her hit-making machine I Am… Sasha Fierce, officially entered the viral universe today after a leaking earlier in the week. “Sweet Dreams” finds Beyoncé in full-out Sasha Fierce mode, synchronizing her dance moves with her duo of “Single Ladies” doppelgangers and satisfying Fierce’s metallic wardrobe fetish. The video is the seventh off of Beyonce’s third album, including the deluxe reissue version.
“Sweet Dreams” was directed by Adria Petty, who previously helmed a handful of Regina Spektor clips as well as Duffy’s breakthrough “Mercy” video. The video starts off similar to Kanye West’s “Paranoid” spot, with Beyoncé playing the role of restless sleeper instead of Rihanna. From there, director Petty pretty much makes of a video that looks like all of the videos off the bombastic Sasha Fierce section of Beyoncé’s new album, except this time — in addition to dancing in front of a plain white screen — B her dancers spend some time on a desolate surface that looks like a Yes album cover. (The amount of camera lens glare used in this video might actually trump the amount in Star Trek, but that’s a debate for the Travers Take.) It’s breaking down like this: I Am… gets the videos with plots, Sasha Fierce gets the videos with dance moves and crazy costumes.
Surprisingly, considering it was the album’s planned next single, a full version of “Sweet Dreams” was not on the set list when Rock Daily caught Beyoncé’s tour-opening performance at New York’s Madison Square Garden in late June. However, Beyoncé did bring out her husband Jay-Z for “Crazy In Love,” so we can look past the “Sweet Dreams” omission.