This video focuses on performance but also on creating a parody of many of the bands that came before them. This shows an inter-textual reference being made by the producer/director of the music video. The Red Hot Chili Peppers become people such as The Beatles, Jimi Hendrix, David Bowie and Kurt Cobain. Because of this aspect of other genres of music and other bands being featured, along with the target audience of the Red Hot Chili Peppers, the video also draws in the audience of other bands and genres as they may hear that the band/artist they listen to has been parodied in this video and may then chose to watch it to see to what extent the parody had been taken. As a new audience has been drawn in, there is the opportunity for the band to create a wider audience and make more money on the song or other songs of theirs as they have exposed their selves to an audience they didn't necessarily have before.
This video was directed by Tony Kaye and was nominated for 10 awards in the 2006 MTV Video Music Awards, out of these nominations, it only won one award which was for Best Art Direction. The video was a representation of the evolution of rock music through the eras. The band can be seen on the same stage but in different outfits depicting important figures and movements in the history of rock. This video was inspired by the video made in 1996 called "Rock-n-Roll This Night" by Chaif, a Russian rock band. The band tried to focus more on the eras than individual people although it is easy to distinguish other musicians that are being portrayed. They represented genres such as rockabilly, British Invasion, psychedelia, funk, glam, punk, goth, hair metal, grunge and the band themselves concluded the journey of music with them being the sum of it all.
This video was directed by Tony Kaye and was nominated for 10 awards in the 2006 MTV Video Music Awards, out of these nominations, it only won one award which was for Best Art Direction. The video was a representation of the evolution of rock music through the eras. The band can be seen on the same stage but in different outfits depicting important figures and movements in the history of rock. This video was inspired by the video made in 1996 called "Rock-n-Roll This Night" by Chaif, a Russian rock band. The band tried to focus more on the eras than individual people although it is easy to distinguish other musicians that are being portrayed. They represented genres such as rockabilly, British Invasion, psychedelia, funk, glam, punk, goth, hair metal, grunge and the band themselves concluded the journey of music with them being the sum of it all.