Sasha Fierce (“Single Ladies (Put a Ring on It)”)

I have someone else that takes over when it's time for me to work and when I'm on stage, this alter ego that I've created that kind of protects me and who I really am"(http://www.reuters.com/article/2008/10/23/us-beyonce-idUSTRE49M08420081023).

Beyoncé’s “Single Ladies (Put a Ring on It)” is arguably her most well received, and most well known music video. There is a clear emphasis on Knowles's more aggressive and sensual side, her alter ego Sasha Fierce. "Single Ladies" is a song of female empowerment and serves as excellent PR for her "Girl Power" image. The dance moves are sharp, robotic, and provocative, contrasting the softness of her I Am… music videos. The black and white effect also causes the viewer to focus on nothing but Knowles’s bold dance moves, a clear focal point of the song and video. "She wanted it to feel good and powerful and she wanted something that everyone would do," says her choreographer JaQuel Knight (http://www.people.com/people/article/0,,20333961,00.html). Clearly the purpose of this music video is popularity, because Knowles wanted it to be a video that would resonate with her fan base. The music video spawned a major dance craze of the Internet age. It launched a thousand imitators- one of the most famous being Justin Timberlake on "Saturday Night Live". Such publicity indicates the promotional intentions of the “Sasha Fierce identity”. The simplicity of the video highlights Knowles’ edginess and showcases Sasha Fierce at her fiercest.