This is a video for a song without any depth or creativity, a commercial product which manages to be successful through the miracle of a brainwashed, zombified public. However, the amount of views it received by the time I wrote this entry is daunting. At least the song is not too long, otherwise it would be utterly unbearable even to write a critical review.
The other musical sections of “On the Floor” are completely monotonic, showing how overrated celebrities are suffering from an incredible lack of creativity and musicality. The only memorable melody on the song plagiarizes ‘ Chorando se Foi,’ a popular Brazilian song, which at least has some coherent lyrics. The lyrics are some jumble of words strung rhythmically together. Infused with ‘vodka and coke,’ whenever Pitbull is featured, he does not need to make much sense. Keeping up with the marketable need to objectify women as sexual objects for consumption of a gullible, drunk and active public, Jennifer jumps energetically, touches her own body, and lounges from a position of power. The need to show off gold and goods is pervasive in this video, from the BMW logo and Swarovski earrings to the way Jennifer and Pitbull are dressed. Jennifer Lopez appears at least in a few distinct ways – as a dancer, pumping the floor from a lighted stage, as some sort of madame lounging on tacky outfit and hairdo in some throne (as a counterpart to Pitbull’s) and waving her hair in front of some golden wall. The notion that in order to ‘stay young’ one should ‘hit the dance floor’ on ‘vodka and coke’ is insulting to anyone’s intelligence. In fact, it really does not matter for them, as this is simply a commercial product for zombies. This displays the level of geographical knowledge inspiring the lyricists. London, Ibiza, New York, Vegas, and LA, however, are part of their ‘scene,’ where clubbing tourists and other spendthrifts can enjoy their vodka and coke and somehow ‘stay young on the floor.’ Africa is imagined as a single place, and curiously, Morocco is in Africa, but somehow posed as distinct from Africa.
#JENNIFER LOPEZ ON THE FLOOR FEATURING PITBULL FULL#
For instance, Pitbull tells us that all he needs is ‘some vodka and some coke’ to dance the night away.Īll the action takes place in some red-and-golden full nightclub which, as the lyrics tell us, could be anywhere, from “Brazil, Morocco, London to Ibiza, straight to LA, New York, Vegas to Africa.” Noticeably, Brazil, Morocco and Africa are all lumped in an unspecified manner, showing how in the imagination of the lyricists, these places lack specificity. It is almost as if, for contemporary so-called celebrities, having money allows you to be an ignoramus and enjoy it shamelessly. The first time we see Pitbull, he is sitting on some tacky throne surrounded by faceless women painted in gold, and some black devilish creature inspiring him to profess some of the most idiotic lyrics of all time. This video has no substance in terms of artistry, musicality, or an overall message worth listening to. Of course, these are placements of corporate propaganda which helped to produce this video, in addition to giving some extra revenue to Jennifer and Pitbull.These scenes, with Jennifer leaving the BMW and then opening the Swarovski box seem completely disconnected to the video, and are there just for advertising. The first symbol shown is a BMW logo from a car Jennifer was riding to the ‘dance floor.’ Immediately after she is dropped off, she opens a Swarovski box from which she pulls out an earring, and attaches to her right ear. The video looks expensive, but the ideas are cheap. The lyrics are essentially incoherent and idiotic, keeping up with the ‘vibe’ presented by this hybrid between Pitbull and J-Lo. This is one of those videos that is hard to watch.
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