When DJ Snake and Lil Jon unleashed “Turn Down For What Song” upon the world, it wasn’t just the infectious beat that grabbed attention. The accompanying music video, directed by the enigmatic duo known as The Daniels, became an instant talking point, sparking a mix of confusion, hilarity, and sheer disbelief. For many viewers encountering it for the first time, a barrage of questions arose: How did they make that penis smashing effect look so real? Who were the minds behind this bizarre masterpiece? And perhaps most importantly, what on earth did it all mean?
The video, a product of the Los Angeles-based filmmaking team The Daniels, plunges viewers into a world where the irresistible rhythm of “Turn Down For What song” compels ordinary people into fits of wild, uncontrollable dancing. Director Daniel Kwan himself takes on the lead role, becoming patient zero in a twerking epidemic originating from, shall we say, a particularly animated part of his anatomy, rapidly spreading through his entire apartment building. Before unleashing this viral sensation, The Daniels, consisting of Kwan and Daniel Scheinert, had already built a reputation crafting music videos for artists like Foster the People, Passion Pit, and Tenacious D. “Turn Down For What” marked their return to the music video scene after a year dedicated to television projects and their first feature film.
Meet The Daniels: Weaving Absurdity with Sincerity
Daniel Kwan and Daniel Scheinert, the creative force known as The Daniels, are not your typical music video directors. They’ve carved a niche for themselves by embracing unconventional concepts and pushing them to their absolute limit. Their signature style blends outlandish ideas with a surprising level of sincerity, creating a unique brand of comedic dissonance that resonates with audiences. As Daniel Kwan himself described, their approach often starts with a “really dumb concept that we try to treat with utter sincerity, you know, in a way that makes people feel like, Really, they spent this much time on this idea?” This commitment to the absurd, delivered with a straight face, is a hallmark of their work and a key ingredient in the viral success of the “Turn Down For What song” video.
Kwan and Scheinert see themselves as collaborative directors, emphasizing teamwork and the power of bringing talented individuals together. “There are two kinds of directors,” Kwan explained, “There are those that have a singular vision—they know exactly what they want… And then there’s the kind of director who is just amazing at finding good people to work with who can collaborate to make something bigger and better than they could do by themselves. I think me and my directing partner Daniel are probably more on that side. So I guess you could say we’re hype men.” This collaborative spirit is evident in the vibrant and energetic chaos of the “Turn Down For What song” video.
The Genesis of the “Turn Down For What” Video: Male Sexuality and Breaking Boundaries
The concept for the “Turn Down For What song” music video was born from a desire to explore male sexuality in a distinctly unconventional and, frankly, bizarre way. The Daniels were interested in pushing boundaries and challenging typical representations of masculinity. This exploration led them to the central, unforgettable image of the video: a man so overwhelmed by his own testosterone that he expresses it by smashing objects with his penis. This outlandish idea, while undeniably comedic, served as the foundation for the escalating chaos that unfolds in the video.
Daniel Kwan elaborated on their inspiration, referencing existing hyper-sexualized dance trends like daggering and the Brazilian “Surra de Bunda” dance. He found the “Surra de Bunda,” or facial butt smash dance, particularly fascinating and disturbing. “I just think that is the funniest thing I’ve ever seen—just the fact that for guys, the idea of having an ass in your face is just generally a turn-on, but when you watch these videos… They look so uncomfortable and it actually looks like head trauma is involved in these videos. It’s so upsetting but at the same time it’s really satisfying to see a dude get what they deserve in some ways.” This unsettling yet captivating energy informed their approach to the “Turn Down For What song” video, aiming to create something that was both humorous and slightly disturbing, pushing viewers outside their comfort zones.
Daniel Kwan: Reluctant Star of His Own Viral Video
Despite directing the chaotic energy of “Turn Down For What song”, Daniel Kwan initially had no intention of being the face, or rather, the pelvis, of the video. He admitted to disliking acting while directing, finding it a distracting and split focus. However, his co-director, Daniel Scheinert, insisted, believing that Kwan possessed a unique physicality necessary for the role. “I don’t think we’ll ever be able to find anyone who can do the shit that you do,” Scheinert reportedly told Kwan. This wasn’t necessarily a compliment about dance skills, as Kwan readily admits his moves are more “weird” than technically proficient.
Ultimately, Kwan embraced the challenge, pushing his body to its limits for the sake of the video’s over-the-top physicality. He described the character he portrays as the “exact opposite of who I really am,” an “awkward rambly dude who has really dumb ideas” in real life. The video, in this sense, became a form of liberation, allowing him to embody a persona completely different from his own and unleash a chaotic energy that resonated with viewers worldwide. This transformation from reserved director to uninhibited dancer became a key element of the video’s appeal.
Behind the Scenes Magic: Special Effects and Practical Destruction
The unforgettable visual gags in the “Turn Down For What song” video, particularly the penis-smashing sequences, relied on a combination of clever practical effects and Daniel Kwan’s commitment to physical comedy. While viewers might have speculated about CGI trickery, the reality was much more grounded, and surprisingly painful. Kwan wore a protective cup, which allowed him to physically smash through various materials, creating the illusion of his dancing penis causing real destruction.
“I had a cup on—that’s how I was breaking everything,” Kwan explained. “I was actually smashing my dick on things and I actually broke them.” This commitment to practical effects resulted in real bruises and physical exertion for Kwan. He described “this huge bruise around my dick on my thighs from where the cup was cutting into me,” and “bruises everywhere on my body because all of those falls you see—I was actually busting through dry wall, wood, all that stuff.” The production designer, Jason, played a crucial role in creating sets that were both visually appealing and designed for destruction, embracing the video’s chaotic spirit. This dedication to practical effects added a layer of realism and impact to the video’s outlandish premise.
Casting “Normal-Ass People” and Capturing Authentic Energy
Beyond the central performance of Daniel Kwan, the “Turn Down For What song” video’s casting contributed significantly to its relatable and humorous tone. The Daniels deliberately avoided casting stereotypical “music video” extras, opting instead for friends and individuals who brought a sense of genuine, unpolished energy to the screen. This casting choice reinforced the idea that the “Turn Down For What song” infectiousness could affect anyone, even ordinary people in everyday settings.
One standout casting choice was Sunita, an Indian friend of The Daniels who belonged to an alternative comedy dance troupe. Her inclusion, along with the diverse cast, sparked conversations online about race and sexuality, highlighting the video’s subtle subversion of expectations. The mother character, another memorable figure, was the first person auditioned and immediately won the role with her willingness to fully embrace the video’s absurdity. Even the party scene was populated by friends of the directors, creating a genuine sense of uninhibited revelry. This focus on casting “normal-ass people,” as one viewer noted, contributed to the video’s charm and its ability to connect with a wider audience.
Themes of Liberation, Sexuality, and Unexpected Virality
The “Turn Down For What song” music video, beneath its layers of absurdity and physical comedy, touches upon themes of liberation and societal expectations around sexuality and masculinity. Daniel Kwan describes the video’s overarching message as “this kind of liberation—everyone gets their chance to shake it all out.” The uncontrollable dancing, triggered by the song’s infectious beat, can be seen as a metaphor for letting go of inhibitions and embracing a more primal, uninhibited form of self-expression.
The video also subtly plays with societal norms and reactions to unconventional displays of sexuality. The YouTube comments Kwan mentions, ranging from racist remarks to debates about Indian women’s bodies, reveal the often-uncomfortable and prejudiced reactions that can surface when boundaries are pushed. The Daniels, through their comedic and over-the-top approach, invite viewers to confront these issues in a lighthearted yet thought-provoking way.
The viral explosion of “Turn Down For What song” was unexpected for The Daniels. They created the video as a creative experiment, pushing their own boundaries and exploring unconventional ideas. Its massive success, however, opened doors for them, validating their unique approach and paving the way for future projects that continue to blend humor, absurdity, and insightful social commentary.
Conclusion: More Than Just a Viral Sensation
“Turn Down For What song” and its accompanying music video transcended the typical viral video trajectory. It wasn’t just a fleeting internet trend; it became a cultural touchstone, sparking conversations and leaving a lasting impression. The Daniels, through their bold vision and collaborative spirit, crafted a video that was simultaneously outrageous, hilarious, and surprisingly insightful. Behind the scenes, the dedication to practical effects, the casting of “normal” people, and the exploration of complex themes contributed to the video’s unique impact. “Turn Down For What song” remains a testament to the power of creative risk-taking and the enduring appeal of sincere absurdity in a world often saturated with predictable content.
