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Directed by and filmed in Bolivia , the music video is a surreal narrative that transcends typical pop visuals.
The story is heavily influenced by Bolivian folklore, specifically the demon El Tío , who is said to rule the underground mines. In the video, a young boy (inspired by the Wizard of Oz ) journeys to an abandoned mine to find the demon. Naughty Boy, Sam Smith - La la la
The boy escapes an abusive household and gathers companions—a man and his dog (reminiscent of the Ekeko , a figure of luck) and a disfigured man—on a spiritual journey to face the demon. Directed by and filmed in Bolivia , the