Synopsis

A man discovers that a cassette player has somehow become embedded in his stomach, broadcasting "Need U (100%)" wherever he goes. The infectious house track causes strangers, coworkers, and passersby to break into spontaneous dance, turning his bizarre condition into a constant public spectacle. Frustrated and desperate for silence, he undergoes surgery to have the machine removed. Once free, he stops the tape, only to find that everyone around him is disappointed when the music finally disappears.

Factoids & Trivia

• The video was released online on February 22, 2013, several weeks before the single's UK release on March 31.

• It was filmed in Los Angeles and stars Rique as the man carrying the unlikely sound system inside his body.

• The stomach-mounted cassette player was created with practical prosthetics by Hugo Villasenor, giving the central joke a deliberately tactile, old-school horror-comedy feel.

• UK production was handled by Offkey Creatives, with Doomsday providing the US service production.

• The editing was completed by Thomas Grove Carter at Trim, while the color grade was handled by The Mill.

• The video was nominated for Best Dance Video at the 2013 UK Music Video Awards.

• Its absurd visual hook helped distinguish "Need U (100%)" from more conventional dance videos, matching the track's playful, highly physical appeal.