Music Blog

New Sallie Ford & the Sound Outside Video: "I Swear"

Dave Cusick on May 24, 2011 at 11:16 AM, last updated May 24, 2011 at 01:49 PM

Telescreen The shoot was all lined up for their first location, but then a week beforehand, the older couple who owned the home started having second thoughts about a cast and crew of seven making a music video in their living room. The location was irreplaceable—almost all of the decor completely unchanged since its installation in the 1960s—but the couple, director Matthew Thomas Ross' grandparents, needed reassurances, despite their good relationship. So Ross brought in a intermediary between the two generations, his dad, and everything went off without so much as a sideways glance or a dented wall.

The 1960s living room is just a starting point for Sallie Ford and the Sound Outside's new video for “I Swear”, from their new release Dirty Radio. The video depicts the band playing on TV in five different decades, shown in five different living rooms. The idea came from how Ross sees Ford's music as having a near-universal appeal. “Every generation, somebody could like it, from high schoolers right up to my grandparents.”

Keep your eyes peeled for some faces you might recognize: Kyle Morton of Typhoon, Stephanie Ryan from Mississippi Studios, Mike Midlo of Pancake Breakfast, Elec Morin of Youth, Eliza Sohn of Golden Hours, and Johnny Reno. Also, Sallie and the band are in our studios today, so check back next Tuesday when we'll post our session and interview.