Synopsis

Graham Coxon walks through the streets of East London while performing a sequence of deliberately awkward, energetic dance moves. The routine is repeated by fans from around the world, with their clips edited together to create a constantly shifting crowd of amateur dancers. Coxon's deadpan delivery and the playful contrast between his solo performance and the enthusiastic submissions give the video a homemade, communal feel, turning the song's challenge to make people dance into its central visual idea.

Factoids & Trivia

• The video uses dance clips submitted by 85 fans from 22 countries, making it an early example of a music video built around international audience participation.

• Fans were given an instructional film demonstrating the moves and were invited to record their own versions. The campaign was promoted as a competition, with prizes including tickets to Coxon's April 2012 shows and signed copies of the album.

• The submission deadline was February 14, 2012, giving the project a Valentine's Day cutoff.

• Coxon's footage was shot on a sunlit East London street, contrasting with the varied settings and recording styles of the fan material.

• "What'll It Take" was the first track released from Coxon's 2012 album "A+E," whose title refers to accident and emergency departments.

• The official video was uploaded in February 2012, ahead of the album's April 2 release.