S.A.M - “Cha Cha”

AllMusic Release

Jun 30

“Cha Cha” is a track guaranteed to make you an instant fan. S.A.M kicks off the music video by entering the center stage, his face concealed in a red ski mask that he soon trades for a baseball cap. His red ensemble contrasts the black outfits of his background crew. From the first few seconds alone, it’s easy to see that “Cha Cha” is a song meant to be on repeat. S.A.M captures the upbeat tempo of the song in his very movements, which are enthusiastic and bouncy. His head nods are contagious—the singer exudes laidback energy that makes the video feel unrehearsed, even improvised.

The lyrical content reflects the video’s bubbly atmosphere. The repetition of certain words is a familiar artistic choice in music, but S.A.M manages to make it feel natural and new. He sings about a woman in both the third and second person: “Is she thinkin’ ‘bout us, us / Know that she’s mine / Tell ‘em, girl, that we Bonnie and Clyde.” The cliché of Bonnie and Clyde, the famous partners in crime, is one we’ve heard time and time again. However, when placed within the fast-paced context of the song, it’s rendered new again. S.A.M sings the lyrics with a playful affection, making eye contact with the camera in a way that feels genuine rather than contrived. This emerges as a theme throughout the track; despite its familiar tropes, “Cha Cha” nonetheless comes across as refreshingly original. More than anything, it is S.A.M’s energy that brings the song to life. The video itself is not over-edited, relying largely on camerawork to craft cohesive visuals. The setting plays a large role, with the majority of the video taking place in front of a metro station. In one shot, we even see S.A.M dancing on the roof of the station. The camera spins and jerks, mirroring the enthusiasm of his dance moves and the absurdity of the setting. A secondary setting is the exterior of a convenience store on a street corner, which again lends itself to the video’s casual, unfiltered vibe. The scene takes on a spontaneous air as if the camera just happened to capture the singer and his friends in a familiar spot. It is this very spontaneity and contagious energy that will keep you coming back."

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