Watch Fifth Harmony on That Michelle Obama, Oprah Life with ‘Bo$$’
And in the video they’re on that Spice Girls tip, mixing up coordinated outfits and matching dance moves to create a pop girl gang.
The video’s director, Fatima Robinson (Black Eyed Peas, Rihanna), smartly plays the visuals down by giving us only the rotating looks on the girls and plain backgrounds, instead of interpreting every reference in the song because there are so many (Kanye, Ray J, Dre, Maybach and Volvo — and that’s just the first verse). The lyrics are cluttered so having a stripped down visual plays nicely.
It’s also nice to have a woman directing, since the track was written by five men.
The whole affair has a retro feel, putting the viewer in mind of an En Vogue video both because of the wardrobe and the dance moves which are retro in their thrusting and hand waving.