I was vaguely aware of this song but I saw the video way after it was released one afternoon (along with another song that will appear later on in the list) on a music channel in 2000. I was getting ready to go and meet my mates in Covent Garden, so I stopped off at Tottenham Court Road to visit the Virgin Megastore. Now long gone, after Richard Branson sold the chain and it was briefly renamed Zavvi, it is now a huge Primark. In those days Branson was still the scrappy underdog taking on major players like British Airways and HMV. Luckily, they had both the CD singles I wanted.
The evening was a wonderful night – starting at the Nags Head in Covent Garden and proceeding down to the Strand and along, finally getting to Cambridge Circus. Frequent stops were made en route. It must have been a good night as I got back on the tube at Tottenham Court Road to go home, which involved a change at Mile End, just 7 stops. Mile End is underground, at Stratford the Central line goes above ground. I woke up as the train pulled out of a station and, despite the dark, I could see it was not underground. I had gone a further 7 stops and got off at nearly midnight in Newbury Park with a raging hangover already going. (My friend Neil has done worse on the main trainline, missing Colchester and waking up 70 miles from home after the last train back has left).
The cultural appropriation in this video is fascinating. It satirises the tendency of white people to take elements of other cultures and use them to look street or hard. In the film Terminator 2 when they wanted to show young John Connor as a badass, they had Guns ‘n’ Roses on the soundtrack and he was wearing an Public Enemy T-shirt.

It was, and remains, a big thing for white boys (and men) to aspire to a hip-hop lifestyle and fashion to look “hard”, thus perpetuating the stereotype that black youths are street and tough (though hip-hop artists are happy to maintain that). To be fair they also show him appropriating Hispanic culture with the low rider sequence. Sadly the video perpetuates the rap trope of scantily clad women (in the pool scene the women are in bikinis and the men are fully dressed).


I know I am taking a humorous video too seriously. It was directed by McG, who very soon afterwards directed Charlies Angels (the Drew Barrymore, Cameron Diaz and Lucy Liu version) and does a pretty good job of making an amusing thriller that was very popular with young women. Maybe more movies with confident, skilled women would be a good idea? The most shameful thing about it (and that was not McG’s fault) is that the only woman of colour amongst the three leads was paid a fraction of what the other two women got. Plus ca Change.
It is a hugely fun movie that holds up incredibly well. If you have not seen you definitely should.

(Pretty Fly) For a White Guy


















