LANCO brings the message of their new single, “Rival,” to life in their new music video for the song.
The clip mixes an energetic live performance by the band with footage of a group of people owning their challenges: in the video, each person writes a negative comment or criticism they’ve faced on a cinder block wall. Eventually, the wall comes down with a sledgehammer, as the band finishes singing “Rival” in the rain.
“We really wanted to capitalize on the true message behind the song that was built from different times in our lives and the stories from fans who have felt beat-down and lost, but ultimately find hope and redemption,” lead singer Brandon Lancaster explains.
“Every caption on that wall was an experience that person had to overcome,” he adds, “and when it was knocked down you could feel the genuine joy from everyone on the set. It was a powerful moment I’ll never forget.”
You can check out a behind-the-scenes feature — on YouTube.
Next up, the ACM New Group of the Year takes their Hallelujah Nights Tour to London, England on May 1.