The ACM “New Group of the Year”, LANCO released an inspiring music video to their brand new single, “Rival” on Monday, April 22nd. In the video, a diverse crowd of individuals are writing the ways others have told them they aren’t good enough on a brick wall. Phrases such as “failure”, “application denied”, “unlovable” and “one hit wonder” are scribbled on the wall. The group take sledgehammers and bash through the wall, symbolizing the song’s main theme; overcoming hate, judgement and discouragement.
“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 vocalist Brandon Lancaster said in a recent press release. “Every caption on that wall was an experience that person had to overcome, 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.”
Check out the full-length empowering new music video below.
The video was directed by the well-established music video director Peter Zavadil. Zavadil directed LANCO’s “Long Live Tonight” as well as other videos for fellow country artists such as Billy Ray Cyrus, Blake Shelton, Reba McEntire, Eric Church, Dierks Bentley and many others.
“Rival” is the lead single off the group’s upcoming sophomore album. Released on March 21st, the track already has over one million streams. LANCO’s first album Hallelujah Nights debuted at number one on the Billboard Top Country Albums with 13,000 copies sold in the first week and today has over 550 million streams. The lead single “Greatest Love Story” went double platinum and reached number one on Billboard Hot Country Songs and Country Airplay.
New Yorkers can catch LANCO live at the Taste of Country Music Festival in June at Hunter Mountain, where NYCountry Swag will also set-up shop for the third year, so make sure to stop by! For tickets and more information, head to lancomusic.com.
“Rival” is available everywhere you buy or stream music. Take a listen below and check out more new recently released music here on our ‘New Country Music’ playlist. Be sure to give the playlist a follow for your weekly new country music fix.
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