Afrika Shox Leftfield ft. Afrika Bambaattaa

Released

6 September 1999

Directed by

Chris Cunningham

Genre

Electronic/dance/hip-hop/noire

Leftfield

Leftfield were a British electronica band, producing music of a genre coined as progressive house, between 1989 and 2002. In the 1990’s they were described by Mixmag as;

"the single most influential production team working in British dance music".

The term ‘Left field’ can be defined as ‘radical’ or ‘experimental’ and can also have political connotations.

Reinforcing the genreGoodwin’s Theory of music videos1. Music videos demonstrate genre characteristics (e.g. stage performance in metal video, dance routine for boy/girl band).

Goodwin’s Theory states that a successful music video will demonstrate genre characteristics within the visuals and aesthetics. Cunningham follows this convention closely in Afrika Shox.

At the beginning of the video, the audience is presented with the image of an approaching police car, which immediately indicates the electronic genre of the track. Flashing lights and sirens (above) have connotations with discos or raves, where this music genre is likely to be played. As well as this, the images of the break dancers in the underground car park (right), demonstrates genre characteristics in line with Goodwin’s theory. The choice of location, suggests the underground nature of the artist, helping to establish the audience for the music video.