Turn Up the Love by Far East Movement ft. Cover Drive
“Turn Up the Love” by Far East Movement ft. Cover Drive was directed by Matt Alonzo. Alonzo has also directed music videos and creative projects for artists such as Soulja Boy, Snoop Dog the Game, Lil Wayne, DJ Skee, Chris Cornell, Ice Cube, B Real, and many others. This recent project of his comes in combination from Happy Place Production and Alonzo’s own production company, Modern Artists Creative. This particular music video matches Alonzo’s vibrant, high-movement approach of film. The different scenes and overall setting not only match the spirit of the song and artists being featured, but also creates an interesting and invigorating flow for the viewer.
“Turn Up the Love” comes from Far East Movement’s fourth album, Dirty Bass. This track features female vocals from Cover Drive, a pop group from Barbados. The video opens on fairgrounds in an urban setting. Band members are seen with large jewelry and colorful attire. The dancing and set matches the upbeat, poppy mood of the song. The main scene is a small stage, cutting to rows of booths along a street, apparently for a street fair or festival. The music combines female pop vocals, a male rap sequence, clapping melodies, and electronic dance tones. The sycronized dance scenes appear intended for a clubbing audience. A Cherry Tree soda brand car is featured. Fair goers turn into backup dancers for an energetic, electronic, heavy beat party. Huge sunglasses, flashy gold jewelry, sports jackets, and other outlandish accessories provide a visually intriguing and colorful music experience.
Far East Movement was founded in 2003 in Los Angeles by bandmembers Kevin Nishimura, James Roh, Jae Choung, and Virman Coquia. They are an Asian-American hip-hop group and close friends since high school, where they first began making and promoting music together. They have made four albums since they began; Folk Music (2006), Animal (2009), Free Wired (2010), and Dirty Bass (2012). Cover Drive (Amanda Reifer, T-Ray Armstrong, Barry “Bar-Man” Hill and Jamar Harding)formed in 2010, gaining popularity by covering popular songs and posting them on the internet. Hailing for Barbados, the band has become successful in the U.K. And produced their first album in 2012, Bajan Style.
This song rings true for the collaborating bands. Fast-paced, electric, pop-cum-hip-hop, and catchy lyrics are highlights of “Turn Up the Love.” The addition of the female voice of Amanda Reifer adds a new catchy, resonant quality to the song. On top of this, her stage presence and dancing abilities are also showcased in the video, making this collaboration project highly productive for both groups.