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From Viral Hit to Grammy Nom, "Turn Down For What" is Still Turnt

We talked to the video directors earlier this year before their unexpected nomination for a video about powerful body parts.

by THUMP Staff
Dec 6 2014, 1:05am

Last March, when we spoke with Daniel Kwan of directing duo The Daniels, he had this to say about his already-viral video for DJ Snake and Lil Jon's "Turn Down For What":

"For a while Daniel [Scheinhert] and I had been wanting to explore male sexuality in a really weird way. For some reason our brains came up with this image, and this other universe where dudes are so pumped up on their own dicks—and they're so into their testosterone—that the way that they show that is by breaking shit with their dicks. So, whatever happens, that would just be a funny logical progression."

The song's contagion was partly responsible for inspiring another meme of spring 2014, SNL's now-infamous "Turned Up To Death," as well as informing a previously under-educated swatch of the population about how this generation gets turnt (or at least talks about it). 

Now the video is nominated for a Grammy in the Best Music Video category—the only nomination for the song or it artists this year, validating the impact The Daniels' video. 

You can read the rest of Kwan's chat with THUMP's Max Pearl here