Definite & Bling “Jump Up”

2004-definite-and-bling-jump-upDespite sounding like the name of a small Grey Lynn fashion label, Definite & Bling were a hip hop duo and “Jump Up” was the first of their two NZ On Air-funded videos.

The video is pretty lacklustre. It’s animated, but done very basically. So there are lots of repeated shots and really simple scenes that look like the result of first-year polytech assignment work.

The song itself is pretty lively with a good groove to it, but the video ignores the potential in that and sets the action in a TV game show. There’s little entertainment value in frequent shots of a flashing “APPLAUSE” sign or looking at a TV camera filming the show. The muddy brown palette of the animation just further sucks the life out of it. It’s like he 1980s never happened.

The game show appears to involve the contestants answering questions, yet not only can we not hear what they’re saying, the animation isn’t advanced enough to having moving mouths. It ends up being a succession of heads nodding. So boring.

Ultimately there’s only one test: is this video more interesting than a random game show video from YouTube? Well, I can definitely say that the Japanese human Tetris game show is way more entertaining. Zero points to Definite & Bling. They get one more chance with their second video. Let’s hope they raise their game.

Also of note: this video was one of the first to receive the additional $1500 grant from Positively Wellington Business’s Made In Wellington scheme, which required the video to be produced in Wellington.

Best bit: the unveiling of the low-rider prize, a break from the tedium.

Ngā Taonga Sound & Vision

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