The video was directed by Mark Williams (aka MC Slave) and the concept was born over yum cha sessions with the band. In the clip the Fat Freddy's crew are abducted by mad scientist and former child prodigy musician Boondigga (Taungaroa Emile). Taunted by FFD's soul sounds, he conducts a lab experiment to extract the music from their brains.
He's a character initially created by Joe Dukie and then illustrated and developed by Otis Frizzell. This was a chance to try and explain a bit of story behind the Boondigga character and album artwork, and do it with live action!– Director Mark Williams