The multi-layered concept of the video was essentially shaped by the necessity to shoot the footage that makes up the video over a period of more than a year. The video was shot in Pretoria and Mozambique during six different shoots. The first section of footage was shot when Tim Beumers was in South Africa in 2012, when he performed with Bittereinder at the MK Awards. Louis' sister, Magdalene Minnaar, plays the part of "The voice of the synth" (an inter-video reference to the first Minnaar video, Volcano). The video also features Peach playing drums with a bag over his head, Louis headbanging in the shower and Jaco rapping loudly on the main street of a Mozambiquan village.
The three Bittereinder boys spent many travel hours discussing ideas for the various parts of the video, although the end result was formed primarily in Louis Minnaar's visionary mind.
"We were largely inspired by the ridiculousness of postmodern life, the absurdity of trends, our collective inability to 'keep up', the shallowness of celebrity and fame, the concentrated violence which lingers in the corners and under the surface of society, and we were also interested in the newness which is created by juxtaposing 'clashing' concepts/colours/images/personalities/sounds."
