This season’s premiere is the most consistently buoyant 45-minute stint this family has accomplished since their move to streaming.
, where the family only gradually came on as producers and were beholden to the budgetary constraints of parent company NBCUniversal, the Kardashians have full creative control at Hulu. Initially, I thought this might mean they’d feel a sense of safety, allowing themselves to intimately reveal more to their audience. Alas, their walls have never been more fortified.
However, this reluctance to truly open up on camera—beyond a few tears and the repeated declaration that, “things are justhard right now”—can sometimes result in magic. The Six Ks must resort to sheer nonsense to entertain us, when their individual fortresses of solitude prevent them from authentically serving that purpose. And that is precisely how they were able to get my laughter: by casually slapping a completely produced music video to Beyoncé’s “Cuff It” into their Season 3 opener.
that we ever get. And they are wild; my jaw hit the floor so hard, it broke through four layers of concrete and landed in my building’s lobby. I experienced something that I hadn’t in far too long with this family: joy. Happily, it was only the first of a collection of blessedly bonkers production choices in this season’s premiere, the most consistently buoyant 45-minute stint this family has accomplished since their move to streaming.
Back to that “Cuff It” music video for a second. I tried to describe it to a colleague using words alone, and it simply could not suffice. This is something that must be seen to be believed. But let me break it down for you just a bit more: Kim exits a car worth more than what my organs would sell for on the black market in slow motion, before entering a roller rink and jumping into Khloé’s arms.
The reason for this ridiculously expensive production? “Why not? We wanted a music video. It’s fun,” Kim tells us in her confessional. Finally, someone with a producer credit who’s concerned about making this showMuch of the great mood that kicks off this season has to be attributed to the infectious ecstasy of Beyoncé’s song, but it’s a not-so-cheap tactic that really works.
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