Beyonce’s 4 is the current No. 1 album on the Billboard 200, with impressive first week sales of 310,000. This video for “Best Thing I Never Had” is presumably being issued in an attempt to fend off the traditional second week dip in sales. Whether that’s successful or not is moot—4 is still an album without a hit single behind it, although this track feels like it’s got all the appropriate anthemic qualities to change that. The themed video follows Beyonce on her wedding day, from underwear clad early scenes to the actual ceremony and an after party, which feels like a grab for the kind of older audience Adele mostly appeals to (ie. folks who still shell out cold hard cash for music).
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