The Chemical Brothers - Do It Again

What this video is

Released June 2007 as the lead single from The Chemical Brothers' sixth studio album 'We Are the Night', 'Do It Again' marked a return to high-energy dancefloor aesthetics after the more experimental 'Push the Button' era. The video's Moroccan setting and its framing of music as a literally hypnotic, liberating force reflects the mid-2000s global spread of electronic dance music and the Chemical Brothers' identity…

Why it matters

Canonical mid-2000s UK electronica/big beat music video. Represents the Chemical Brothers' signature fusion of rave energy with cinematic storytelling. Demonstrates the genre's global ambition by exporting its aesthetic to North Africa rather than European club environments, expanding the visual…

The director

American director, writer, and artist based in Rome, Italy. Career began in the early 1990s with the Richard Marx 'Hazard' video (1992). Has directed music videos for Madonna, Justin Timberlake, Shakira, The Chemical Brothers, and Kanye West, earning six MTV…