XL Recordings and electronic musician Powell approached us at W+K to make a new music video for Powell's new track. Despite being new to the music scene, he had some loyal fans. So we wanted to test out their dedication by putting out a call to arms - film yourself head butting a watermelon. Many did, and we took to the streets filming other fans head butting too - including the Guiness World Record Holder for watermelon head butting. We flew him over from Germany and filmed him a school hall.  It's hard techo meets head trauma.