Beyonce‘s Billboard Music Awards performance for new single ‘Run the World (Girls)’ was the most talked about presentation of the night. Her Frank Gatson-helmed choreography was a combustion of fast paced moves and artistically designed projections. After she performed, music fans had pointed the finger at the 29-year-old for swaggerjacking similar technology and concept from Italian singer Lorella Cuccarini‘s performance.

Kenzo Digital, the media artist and film director behind the graphics used in the performance says that Beyonce’s team was in deed initially inspired by Cuccarini (despite a number of other different inspirations used to build the performance). “My whole thing was to create this futuristic origami jungle world with elephants and lions” he says. Digital goes on to reveal that Beyonce grinded her ass off for an entire month perfecting the performance while he only managed to cram in five days sleep.

“[The Cuccarini artists] are awesome and do incredible work as well, but there are a lot of different inspirations for where our piece came from. That’s the thing, it’s very simplistic. If anything, it’s a great example of how great of a performer Beyoncé is. It’s just a bare white screen. It’s a technique in video art since the ’80s in terms of frontal projection and interactive things. That’s really nothing new. It’s not even a new technology. It’s just an incredibly simple, awesome storytelling device, and with a performer like Beyoncé it becomes incredibly powerful”

Gumbumpers…. We were not even aware of this Lorella Cuccarini until after that Beyonce performance and I’m sure a lot of Beyonce fans can say the same. At least Cuccarini got the extra exposure and Digital has been getting bombarded with loads of job offers. As a result, her presentation had a positive impact. As with the case with the ‘Single Ladies’ routine, she was heavily inspired by Bob Fosse‘s ‘Mexican Breakfast’ and like her Sunday performance, there were similarities. But once she grasps a previously used concept she makes it her own and turns it into a Beyonce spectacle. Do you agree, or do you still feel this was a blatant jack?

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