Boy guides passersby in Helsinki, marking 25 years since “Freestyler” music video release

In a recognizable setting near the Helsinki Metro, a light-haired boy with braids guides passersby using a device. The music video for “Freestyler” by the Finnish group Bomfunk MC’s remains familiar to people worldwide, marking 25 years since its release. Directed by Miikka Lommi, the video was shot at Hakaniemi Metro Station and in the Merihaka district of Helsinki. Lommi recalls the meticulous planning behind the iconic music video, which took three days to film.

Sony Music Finland’s creative director, Patrick Lindholm, noted in an email that music video production has significantly declined in recent years. He explained that shorter video formats are currently more in demand, with platforms like TikTok becoming crucial for artists to connect with audiences. He pointed out that attention spans have shortened, impacting how videos engage viewers.

Lommi reminisces about the early days of filming “Freestyler,” using a Minidisc player as a prop during production, and describes the original concept as aimed at international markets. He highlights that the video was surprisingly challenging to create due to its length of nearly five minutes.

Despite its age, “Freestyler” has left a lasting impact, racking up almost 400 million views on YouTube since its upload in 2011, although Lommi estimates the total view count across all platforms exceeds one billion.

The song’s simultaneous release with Darude’s “Sandstorm” in 1999 marked a significant moment in Finnish music history, with both tracks achieving unprecedented international success for Finnish artists. Lommi reflects on the evolution of hip-hop culture in Finland and acknowledges the need for continued scrutiny of lyrical content within the genre.