You probably remember the thrift shop coats and the mop-top haircut, but for a specific slice of the internet in 2011, Macklemore wasn't a Grammy winner yet. He was just a guy from Seattle with a trumpet-heavy hook and a music video that felt like a fever dream. If you look back at the visuals for "And We Danced," there’s a specific, chaotic energy that centers around a very recognizable orange-and-white aesthetic. Specifically, the And We Danced Hooters connection isn't just a random backdrop; it was a calculated piece of DIY marketing that helped propel Ben Haggerty—better known as Macklemore—into the stratosphere before "Thrift Shop" ever hit the radio.
It was weird. It was loud.
The video features Macklemore’s alter ego, Raven Bowie, a glitter-clad, spandex-wearing glam rocker who looks like he crashed a 1982 prom. When the production headed to a Hooters location, it solidified the song's identity as a tongue-in-cheek anthem for the "everyman" who just wants to party. There wasn't a massive label budget behind this. There were no corporate synergy meetings. It was just a group of creators in Seattle making something they thought was funny, and the Hooters brand happened to be the perfect kitschy vehicle for that brand of humor.
The Story Behind the Raven Bowie Persona
Most people see the Hooters girls and the dancing and assume it’s just another rap video trope. They're wrong. Macklemore was actually subverting the typical "club" video. Instead of a high-end lounge in Vegas, he chose a family-style wing joint. Raven Bowie is a character built on absurdity. He’s wearing a cape. He has lightning bolt face paint.
By placing this hyper-flamboyant character in a Hooters, the contrast does the heavy lifting. You’ve got the traditional "American" sports bar vibe clashing with a guy who looks like David Bowie’s less-coordinated cousin. This is why the And We Danced Hooters scenes work; they ground the absurdity of the character in a setting that feels aggressively normal to most of the audience.
Ryan Lewis, the producer and mastermind behind the visual aesthetic, has often talked about their "scrappy" beginnings. Back then, they weren't getting permits for closed sets on Hollywood backlots. They were calling up local spots and asking if they could film for a few hours. The Hooters scenes feel authentic because they were authentic—real locations, real employees, and a real sense of "what on earth is happening?" from the people in the background.
Why "And We Danced" Was a Turning Point for Independent Music
Before this track, Macklemore was mostly known for serious, socially conscious tracks like "Otherside," which dealt with substance abuse. "And We Danced" was a massive pivot. Some fans hated it. They thought he was selling out or becoming a parody.
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But the numbers didn't lie.
The inclusion of the And We Danced Hooters segments helped the video go viral on early 2010s YouTube. It had that "shareable" quality before "viral" was a standardized metric. It wasn't just a song; it was a spectacle. This was the era of LMFAO and Katy Perry’s "Last Friday Night." People wanted neon. They wanted nostalgia. They wanted to see a rapper in a Hooters uniform acting like a fool.
- The DIY Ethos: Macklemore and Ryan Lewis remained independent during this entire rise.
- The Visual Branding: Every frame was color-corrected to look like a saturated 80s home movie.
- The Cultural Impact: It bridged the gap between the indie hip-hop scene and the mainstream pop world.
The video proved that you didn't need a million-dollar budget to create a visual that stuck in people's brains. You just needed a clear vision and a willingness to look a little ridiculous in a public restaurant.
The Cultural Significance of the Hooters Brand in 2011
To understand why the And We Danced Hooters collaboration—if you can even call it that—worked, you have to remember where Hooters sat in the cultural zeitgeist in 2011. It was already a bit of a relic. It was a 1980s concept trying to survive in a 21st-century world. By leaning into that "outdated" vibe, Macklemore tapped into a sense of ironic nostalgia.
The Hooters Girls in the video weren't just background actors; they were part of the joke. They represent the "normal" world reacting to the chaos of Raven Bowie. When the song hits its climax and the whole restaurant is dancing, it’s a moment of pure, unadulterated camp. It’s the kind of thing that makes you want to join in, even if you’re embarrassed to admit it.
Honestly, the song probably wouldn't work today. The cultural landscape has shifted so much that the irony might get lost in translation. But in 2011? It was peak entertainment.
Breaking Down the Video's Production
The filming wasn't some high-tech affair. They used what they had. If you watch closely, the lighting in the Hooters scenes is fairly basic. It’s bright, flat, and looks like a commercial. This was intentional. It mimics the look of a regional TV ad, which only adds to the "Raven Bowie is a local celebrity in his own mind" narrative.
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Macklemore has frequently credited the Seattle creative community for making these videos possible. The dancers, the extras, and even the locations like Hooters were often secured through personal connections and a lot of "can we please do this?" phone calls. It’s a testament to the power of a strong creative scene.
Misconceptions About the Song and the Brand
A lot of people think Hooters paid for the placement.
Actually, there’s very little evidence to suggest this was a paid brand deal in the way we think of them now. In 2011, "influencer marketing" wasn't a term yet. Macklemore was an indie artist. It’s much more likely that the venue was chosen because it fit the "trashy-glam" aesthetic of the Raven Bowie character.
Another misconception is that the song was his first big hit. While it was huge on the internet, it didn't actually chart on the Billboard Hot 100 until after "Thrift Shop" and "Can't Hold Us" blew up. It was a sleeper hit that gained a second life once the world realized who Macklemore was. The And We Danced Hooters imagery became a "did you see this?" moment for new fans digging through his back catalog.
The Legacy of Raven Bowie
Raven Bowie didn't die with "And We Danced." The character popped up in live shows for years. Whenever Macklemore would perform the song, he’d usually do a costume change, bringing back the cape and the wig. The energy of those Hooters scenes—the high-octane, slightly "bro-y" but mostly inclusive party vibe—became the blueprint for his live performances.
It’s interesting to see how he moved from this to "Same Love" and then back to "Downtown." He’s always oscillated between the serious and the surreal. "And We Danced" remains the gold standard for his surreal side.
- Check out the original video again. Seriously, look at the background details in the restaurant.
- Look for the "Making Of" clips. There are old vlogs from the Macklemore & Ryan Lewis era that show them scouting these locations.
- Compare it to modern rap videos. Notice the lack of expensive cars or jewelry. The "flex" is the fun, not the money.
What This Means for Independent Creators Today
The takeaway here isn't just "go film at a Hooters." It's about finding a visual language that matches your brand. Macklemore knew he wasn't a "tough" rapper. He knew he was a theater kid who loved hip-hop. Instead of hiding that, he leaned into it. He made a video where he danced in a wig at a wing joint, and it made him a millionaire.
If you’re a creator, the And We Danced Hooters era teaches you that personality beats budget every single time. Don't worry about having the best gear. Worry about having the best idea. Find a location that says something about your character. Be willing to look stupid.
The internet in 2026 is much more polished, but people still crave that raw, slightly weird energy. They want to see something that feels like it was made by a group of friends having the time of their lives.
Final Thoughts on the Era
The "And We Danced" era was a specific moment in time. It was the bridge between the old music industry and the new, creator-driven one. It was colorful, it was loud, and it didn't take itself too seriously. Whether you’re a fan of the music or not, you have to respect the hustle it took to turn a local Seattle rapper into a global phenomenon using nothing but a wig and a dream.
To apply this to your own projects:
- Identify the "Raven Bowie" in your own work—the part that is unapologetically weird.
- Use familiar landmarks or brands in unexpected ways to create visual interest.
- Prioritize the "fun factor." If you aren't having fun making it, people won't have fun watching it.
Stop overthinking your production value. Start thinking about your "vibe." That’s what Macklemore did, and that’s why we’re still talking about a video filmed in a Hooters over a decade later. Go find your own version of that orange-and-white aesthetic and run with it.
The music industry has changed, but the power of a great, weird visual remains the same. The And We Danced Hooters legacy is proof that if you dance like nobody's watching—or like everyone is watching while eating wings—you might just change your life.
Take that energy into your next project. Don't wait for permission. Just go out and dance.