Fergie had stated at an interview on The Insider that the music video would be shooting the week of March 8, 2009.[10] Apl.de.ap confimed that they started filming it on March 9.[11]
The making of the video was released by MTV on April 8.[12].
In an interview to MTV, it was said that “… the concept of the video is the Peas’ birth into the digital afterlife,” Fergie said. “So the transformation is us going into a sort of birth or cocoon and coming out the other end as forms of energy. It’s a parallel to the music industry. Now everything is downloaded.”
Will.I.Am said the video was inspired by how digital the world has become and hopes the video portrays “what it would be like if we were actually in the computer, if art was fused in it,” he said. “[It's] analog life from a digital perspective. Becoming technology.”[13]
The music video was directed by Mathew Cullen. The video premiered on Dipdive on April 18, 2009 and was released on iTunes on April 24, 2009. [14]
The video received over a million views on YouTube on the first week after the upload.[15]
The video starts with Taboo flicking through pictures on a HP TouchSmart, he selects the image of an explosion. The Black Eyed Peas are then seen singing their verses of the song, while this is happening, the negative images are turned into positive images. e.g. the explosion turns into a tree swing. Dancers are seen wearing black and white stripes. At the end of the video, we see the HP TouchSmart again, this time it says “The E.N.D” on it.
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Between me and my husband we’ve owned more MP3 players over the years than I can count, including Sansas, iRivers, iPods (classic & touch), the Ibiza Rhapsody, etc. But, the last few years I’ve settled down to one line of players. Why? Because I was happy to discover how well-designed and fun to use the underappreciated (and widely mocked) Zunes are.