First of all, this is a great song.
Secondly, the video is made up of characters from extraneous texts. It uses symbols that only the literate will appreciate (and isn't the only video of theirs to do so - if you're interested, check out this other song and this one too).
Goldfish uses bricolage of pop culture explicitly to communicate commonalities within their listener base. From explicit references to The Hangover, Fear And Loathing In Las Vegas, Donkey Kong, Hello Kitty, Rocky, Back To The Future and various memes from popular viral videos of recent years like the sneezing panda, Charlie bit my finger, and Tom Cruise's infamous appearance on the Oprah Winfrey show.
Goldfish pays close attention to vastly popular cultural signals and uses multiple extracts to create a microcosm of pop culture for their audience to recognize. By recognizing the popular symbols in the music videos, viewers might feel like they share common ground with Goldfish, and establish a stronger sense of producer-consumer rapport.Â
It is a wise move on Goldfish's part and a nice example of intangible, cultural bricolage.















