Skindred are a 'reggae-metal' band, and so there are certain representations of themselves that they want to present through their videos, such as being laid back, fun-loving and bohemian. The video creates this feel through using an effect that makes the band look like cut out pictures in a collage. The video is a hybrid of the performance and concept forms of music videos, in that the majority of the video is the artists performing, but it is presented in a surreal way.
The video follows genre characteristics of rock/metal videos by being a performance video and showing much of the performance on a large stage playing to a crowd. The video does relate to the music, in that there are cuts, zooms and camera movements in sync with the beat of the song, however there doesn't appear to be a connection between the video and the lyrics. The record label will have been satisfied with the video as virtually the whole video contains shots of the band. Also the bands motif of Jamaican descendance and influence but British patriotism is shown through the large Jamaican flag and the Union Jack morphing together behind the stage. This gives the band a motif which can be carried through into their other videos. The Male Gaze is also present in the video, as there are female dancers throughout the video.
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