Dei Hamo “To Tha Floor!”

2004-dei-hamo-to-tha-floorThis is what the mid ’00s felt like. Peak hip hop, bling culture and Dei Hamo with a song that sounds like a regurgitation of all the popular music trends of the era. At the time it seemed very cool (the song reached number 5 in the singles chart) but now it just hasn’t held up.

Most of the video is Dei Hamo surrounded by a harem of hotties and various male members of the New Zealand hip hop community. The song’s lyrics are basically Dei Hamo bragging about how cool he is, how he’s a hit with the ladies.

He makes a reference to drinking “a whole 40 ounce of [malt] liquor”, or as it’s known in New Zealand, 1.2 litres of beer, which brings to mind the image of Dei Hamo spending most of the evening rushing off to toilet for a wee.

“Now move your body like a snake, ma,” he commands. Boringly, we just see one of the party girls dancing. I’d be more impressed if she dropped to the floor and started wiggling, hissing and biting.

The best thing about the video is that there is actually a lot of dancing in it. A whole lot of different dancers do their thing, with the centrepiece being some cool formation dancing. But then later, over the top of the song, there’s a lame Lord of the Rings Gollum skit for which there is no excuse.

If the song was about 90 seconds shorter, the video would be just fine. But as it is, it feels very self-indulgent in places.

Best bit: Awa from Nesian Mystik’s seductive eyebrow. I see you, boy.

Director: Chris Graham
Nga Taonga Sound & Vision

Next… lol-ita.

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