On December 17 1990, Madonna’s Justify My Love video was the subject of a feature by Steve Dougherty, in People magazine: Madonna Exposes, MTV Opposes: Is her new, naughty video art or just a Boy Toy marketing ploy?
How does Justify My Love differ from other skin-with-a-beat videos? Let us count the ways. Here’s Madonna, in black bra, stockings and stiletto heels, putting the moves on her real-life boyfriend, model Tony Ward. Moments later she’s lip-synching with Parisian model Amanda Cazalet, 25, who is dressed like a Nazi hooker with suspenders that barely cover her nipples. Now Madonna, Cazalet and Ward are offering free instruction in a certain Kama Sutra technique while two very androgynous gents pat each other more affectionately than football players after a big play. All of which has left fans hot, censors bothered and fearless news programmers lined up to air the forbidden footage. The video single will be on sale before holiday shopping malls close; could it have been teed up better?
On December 7 1990, Madonna’s Justify My Love was released as the first-ever video single, priced at $9.98.
The music video was considered too sexually explicit for MTV and was banned from the network. Madonna responded to the banning: “Why is it that people are willing to go and watch a movie about someone getting blown to bits for no reason at all, and nobody wants to see two girls kissing and two men snuggling?”
On December 3, 1990, ABC’s Nightline played the video in its entirety, then interviewed Madonna live about the video’s sexual content and censorship. When asked whether she stood to make more money selling the video than airing it on MTV, she appeared impatient and answered, “Yeah, so? Lucky me.” She also expressed during the interview that she did not understand why the video was banned, while videos containing violence and degradation to women continued to receive regular airplay. The video was then released on VHS, and became a bestselling “video single” of all time.
Do you still have your VHS copy of Justify My Love?
On March 16 2001, MTV and VH1 networks announced that Madonna’s new video for What It Feels Like For A Girl would be broadcast only once on March 20 at 11:30 pm because of the controversy over its violent content.
Madonna later released What It Feels Like For A Girl as a DVD single.
Madonna biographer Andrew Morton had this to say about the video:
“The video is entirely consistent with the themes that she has been exploring for the last twenty years, namely the relationship between the sexes, the ambiguity of gender, and the unresolved conflict, for women in a patriarchal society of being fully female and sexual while exercising control over their lives.”
On March 22 2001, Madonna’s What It Feels Like For A Girl music video premiered.
The video was directed by Madonna’s then-husband, Guy Ritchie, and was deemed to be “Too Hot for TV” by MTV and VH1 because the video depicted gunplay, assault and suicide.
MTV released this statement about the video and their decision to ban it:
It’s been some time since Madonna ruffled the feathers of MTV or VH1 execs with a controversial video — perhaps not since 1992’s Erotica clip — so just under a decade later, the first lady of shock pop is out to prove she can still make ’em sweat.
Unlike the steamy segments of Erotica, 1990’s Justify My Love, and the one that started it all, Like a Prayer, it’s not the sexual content of What It Feels Like for a Girl that raises the red flag, it’s the violence — a concerted no-no in the post-Columbine, and more recently post-Santana, decision-making process.
The music in the video, it should be noted, is a dance remix of the version found on Madonna’s latest album, Music. The album cut will serve as the LP’s third single.
The video “shows my character acting out a fantasy and doing things girls are not allowed to do,” Madonna said in a written statement distributed by her record label, Warner Bros. “This is an angry song and I wanted a matching visual with an edgy dance mix.”
Although What It Feels Like for a Girl won’t be added to the music channel’s regular rotation, MTV and VH1 will air the clip just once.
On November 27 1990, the MTV network announced it had banned Madonna’s Justify My Love video due to extremely strong displays of sexuality.
“We respect her work as an artist and think she makes great videos,” said MTV executives in a statement about the clip. “This one is not for us.”
“When I did my Vogue video…I’m wearing a see-through dress and you can clearly see my breasts,” Madonna told ABC’s Nightline in 1990. “MTV told me that they wanted me to take that out, but I said I wouldn’t and they played it anyways. So I thought that once again I was going to be able to bend the rules a little bit.”
On October 26 1992, Madonna’s SEX book was banned in Japan due to its controversial photos which violated the country’s censorship laws.
Here is Madonna’s perspective on pornography:
I don’t see how a guy looking at a naked girl in a magazine is degrading to women. Everyone has their sexuality. It’s how you treat people in everyday life that counts, not what turns you on in your fantasy. If all a person ever did was get off on porno movies I would say they are probably dysfunctional sexually, but I don’t think it’s unhealthy to be interested in that or get off on that. I’m not interested in porno movies because everybody is ugly and faking it and it’s just silly. They make me laugh, they don’t turn me on. A movie like In the Realm of the Senses turns me on because it’s real. I’ve been told there are some good Traci Lords movies but I’ve never seen them. I wouldn’t want to watch a snuff movie. I wouldn’t want to watch anyone get really hurt, male or female. But generally I don’t think pornography degrades women. The women who are doing it want to do it. No one is holding a gun to their head. I don’t get that whole thing. I love looking at Playboy magazine because women look great naked.