The Saturdays - All Fired Up

What this video is

Released in August–September 2011, 'All Fired Up' arrived at the apex of a UK pop moment when EDM and electropop were aggressively cross-pollinating with mainstream girl-group sounds. Produced by Xenomania — the production house synonymous with Girls Aloud's pop dominance — and co-written with Space Cowboy and MNEK, the track represented The Saturdays' most overt lurch into club territory. The music video's…

Why it matters

A crystalline artifact of early-2010s UK electropop, the video documents the precise moment mainstream British girl-group pop aesthetically merged with nightclub fashion culture and HD-era graphic video production. It also marks a notable evolution in The Saturdays' visual identity — abandoning…

The director

British-born, LA-based director who came to the industry from a fine art background. Known for blending sharp conceptual style with heavy fashion influence and gritty music video aesthetics. Nominated for Director of the Year at the MVPA Awards. Has directed…