This video work by Broersen & Lukács is a re-interpretation of Everytime, a pop song released in 2004 by Britney Spears, a tragic ballad about love and loss. A few years later, Spears suffered from a breakdown due to a variety of personal and professional struggles and was admitted to several drug rehabilitation facilities. Around that time, she also shaved her head as an act of rebellion.
Spears’s behavior and personal life continued to trigger obsessive
media attention; her immense popularity was enhanced by
the controversy surrounding her personality and her mental
condition. Britney Spears is a typical example of a pop icon objectified
by media coverage – or how popular media are responsible
for creating idols and monsters at the same time.
Persijn Broersen and Margit Lukács address issues of identity,
virtualisation and mediatisation in their work. Their interpretation
of Everytime shows one simple shot of a static, alienating,
bald-headed Britney, extremely unnatural and unnerving at the
same time. The sound and the expressions on her face are derived
from a young Belgian girl who recorded her own, heartfelt
version of the song and placed it on YouTube.