Sugar by Maroon 5
The third single promoting the fifth studio album ‘V’ released by Maroon 5 in 2014 is suggestively named ‘Sugar’, dedicated to the band’s fans. The disco song with funk and pop influence is a return to percussion, guitars and keyboards, after Maroon 5 released in 2104 a suite of electropop songs as ‘Animals’ or ‘Maps’.
Dressed in elegant suits, the members of the band rapidly exit an imposing building, get into a convertible car and drive to the different places where marriages are celebrated. They mysteriously participate to the parties, introduced by an accomplice, having their stage installed by volunteers contributing to the surprise. Adam Levine can be admired, wearing impressive eyeglasses for disguise, being an unconventional appearance for the band’s leader.
Despite his attempts to remain anonymous, the singer is quickly recognize, once the white curtain of the stage falls, the brides being extremely happy to see the special guest. The party is rapidly animated, the couple and the invites start to the dance to the rhythm of the disco song. Confetti, champagne and even break dance scenes complete the happy moment created by the band’s surprise.
‘Sugar’ was written by Adam Levine, the frontman of Maroon 5, with the support of songwriters Joshya Coleman, Henrty Walter, Lukasz Gottwald, Mike Posner and Jacob Kasher, also creating successful songs for Kelly Clarkson, Rihanna, Jessie J, Shakira, Kylie Minogue or Katy Perry. The song, released in January 2015, was mastered by Cirkut and Ammo, previously producing ‘Dark Horse’ (Katy Pery), ‘I Don’t Mind’ (Usher), ‘The Other Side’ (Jason Derulo) and ‘Pretty Hurts’ (Beyoncé).
The video created for ‘Sugar’ was designed by the American director David Dobkin, known for notable TV series or films as ‘Clay Pigeons’ or ‘Shanghai Knights’. The idea of wedding crashing was advanced by the band in December 2014, Maroon 5 promising to attend as many marriages as possible in Los Angeles. In the beginning of the video, Adam Levine expresses the band’s role as wedding crashers, while in the final scenes the members of the band participate in the toast and embrace the recently married couple.
Similarly to a TV production, the video includes a realistic background, as the marriage parties in restaurants or terraces, while the characters perform natural gestures as the surprise caused by the unexpected presence of the band in the middle of the party goers. The couples chosen for the video represent different cultural backgrounds as Afro-American or Asian communities, suggesting the band’s intentions to unconditionally support diversity in American society.