Synopsis

EMF perform "Unbelievable" in front of a packed audience at Gloucester Guildhall. The video captures the band in full live mode, mixing energetic stage performance with close-ups, crowd-level shots, and movement among the audience. Rather than using a scripted storyline, it presents EMF as a fast, unruly young band whose appeal comes from the excitement of their concerts. The rough-edged performance style matches the song's blend of alternative rock, dance music, hip-hop influence, and sample-driven pop.

Factoids & Trivia

• The video was filmed at Gloucester Guildhall in 1990, in the main hall that became an important venue in EMF's early history.

• EMF reportedly performed "Unbelievable" twice during the filming, giving the camera crew multiple takes of the band's live performance.

• The production used cameras onstage and among the crowd, helping the finished video retain the feel of an actual EMF concert rather than a tightly choreographed studio shoot.

• The song became EMF's breakthrough single, reaching No. 3 in the UK and No. 1 on the US Billboard Hot 100 in 1991.

• The recording features the recognizable "oh!" sample associated with comedian Andrew Dice Clay. The track also includes a vocal sample connected with Technotronic's "Spin That Wheel."

• Ian Dench has explained that the song's central idea came from being dumped, while its guitar riff combined blues influences with the Spanish classical guitar he heard at home.

• The video received heavy rotation on MTV Europe during the early 1990s, helping introduce the Gloucestershire band to a much wider audience.