“We have a big, big problem ladies…”
Through the video for her latest single, “Ain’t Your Mama” written by Meghan Trainor, the multi-talented Jennifer Lopez notes she’s “saying something with her music in a fun way.” It’s an empowerment message delivered through a visual showcase of women’s equality struggles through different decades, and amplified from the start using the powerful voices of three women’s equality champions: Hillary Clinton, Patricia Arquette, and Gloria Steinem.
Billboard described the single as an “upbeat anthem” that “celebrates a woman who is independent and won’t accept a partner who needs to be taken care of.” The video takes that idea, which is specific to a romantic relationship, and connects it to women’s equality, in general, by featuring an impeccably costumed JLo in decade specific vignettes (50s, 60s, 70s, 80s, present) that highlight a range of equality issues. She says, “I love the empowerment message for women… of getting what we deserve, and not being taken for granted and showing what we have to offer.”
To set that tone, the video opens in present day with a visibly frustrated Lopez as some sort of a newscaster who decides to go off script and deliver a message to the women of the world, as three iconic sound bites on women’s equality delivered by three powerful women fill the audio space.
“Human rights are women’s rights and women’s rights are human rights, once and for all.” – Hillary Clinton, from her September 5, 1995 address at the United Nations Fourth World Conference on Women in Beijing
“It’s our time to have wage equality once and for all, and equal rights for women in the United States of America.” – Patricia Arquette, from her 2015 Oscars acceptance speech
“This is no simple reform. It really is a revolution.” – Gloria Steinem, from her 1971 speech at the founding of the National Women’s Political Caucus
The video, of course, closes with a killer, all-women dance number. It’s fun, it’s empowered, it’s JLo doing what she does best… perform to perfection.
PS – The boots Jennifer is wearing in the final scene of the video were a gift from Rihanna. So add another empowered woman’s contribution to the mix.