LANCO: Flashback to simpler days in “WHAT I SEE” music video, out now.
The concept behind the video for “What I See” was really just bringing moments of the song to life and then also adding some things that aren’t in the song. The whole purpose behind the video was shedding light on the fact that, you know, if you go through just the daily tasks of a small town life- you may just see a guy walking to work. You may see a woman, you know, walk into a beauty salon or whatever it is. But, everyone kind of has their own story that you may not see and they may see the world through a different perspective. And so, throughout the video we wanted to have those moments where those things actually come to life. Maybe when someone looks in the mirror, their reflection that they see isn’t necessarily what people see around them because they may see the thing from their past, they may see a certain version of themselves they still hold true. And so, we just wanted to put cool moments throughout the video to make people think that even in their daily lives that whenever you’re looking at people or you’re looking at places that there could be a whole more to the story than what you are seeing.
There were some really special moments that stood out while we were shooting the video. One thing that we did in the video was we had reflections and the reflections were different than the actual person that was looking in the mirror. One of those that really stood out to me was throughout the video we have a bartender that’s serving us drinks, but then when he goes to the bathroom he looks in the mirror and he actually sees himself in uniform. And, you come to find that that person that was serving you drinks at one point was literally serving your country and giving you the reason and the freedom to be in this bar having fun. And so, there are moments like that throughout the video. I actually got in a car wreck when I was a teenager and having to go to the junkyard- and even being in that junkyard we went there and even being there brought back memories of that. And then, in the video you notice my reflection is actually a 16 year old kid. And, I think I still feel that sometimes. When I was walking through that junkyard I still feel like the same, I’ve grown a lot, but at times you know you look in the mirror and you can still see that 16 year old that totaled a car and kind of hope you learn from those mistakes.
Multi-Platinum band and Arista Nashville hit-makers LANCO take a step back in time in the new music video for their nostalgic single “What I See.” The music video heightens the song’s vivid lyrics of hometown memories proving there’s more to everyone than what meets the eye. Lead singer Brandon Lancaster created the concept alongside director Peter Zavadil and also serves as a co-writer on the track with drummer Tripp Howell, bassist Chandler Baldwin and Jeremy Spillman. “What I See” is known to “showcase the band’s versatility” (Billboard ) and has already garnered more than 8 million streams alone and its music video is now available here.
“This music video explores the idea that everyone has their own story and their own perspective on what makes that story special,” Lancaster said. “I wanted the narrative to highlight how different pillars can evoke different emotions in people depending on the path they’ve taken — whether it be a scoreboard, a curve in a road or even one’s own reflection.The center-point of the video is at a dive bar which to many could seem insignificant, but to us it represents the place where the concept of this song was born.”
Go behind the scenes with LANCO on the music video set for “What I See” as they share the importance of detailing the past here.
Through “What I See” LANCO “builds from simplicity to epic grandeur” (Music Row) as they fuse together a modern twist on sentimental memories that are combined with a fresh mix of organic sounds. Filled with their signature anthemic melodies and sing-along choruses the “devastatingly universal concept” (Taste of Country) is another example of how LANCO “makes music that matters and sounds original,” (Planet Weekly). The new single also served as the name behind their headlining WHAT I SEE TOUR where “the crowd-pleasing country-rock quintet” (Chicago Daily Herald) was known to deliver “giant singalongs” (St. Louis Dispatch).
LANCO continues to pave its course after the the success of their 2x Platinum multi-week radio chart-topper “Greatest Love Story” and critically acclaimed Gold hit “Born To Love You.” The five-man band’s No. 1-selling debut and coming-of-age album, HALLELUJAH NIGHTS , made LANCO the first Country group to debut on the Billboard Top Country Albums charts at No. 1 in 10 years. The new music from the ACM “New Group of the Year” follows multiple nominations from from the CMT, CMA, ACM, AMA, and iHeartAwards, while Lancaster became the first member of a group to ever win NSAI’s “Songwriter/Artist of the Year.” Critics continue to be impressed with the chart-topping band’s persistence of “bringing a combustible mix of romance and live-for-the-moment joy” (Journal Courier).