Breland, the enigmatic viral country star behind 'My Truck,' shows his face for the the first time publicly in his new video for the song some are calling the next 'Old Town Road'
Fans who had been discovering the song via word of mouth were fittingly using it as the soundtrack to showcasing their trucks. “What made the song popular on TikTok and on the internet was the actual truck community embracing it,” Breland tellsfor a soon-to-be-published interview. “I wanted to stay true to that, and we were able to feature a lot of different trucks.
“The video is a celebration of truck culture, but also a celebration of diversity,” he adds. “We have a really diverse cast and a diverse group of truck owners. It’s a collision of two cultures that don’t often intersect, and I wanted the video to represent that, because sonically that’s what the record represents. It will be a really cool opportunity for people who love country music and people who love hip-hop and urban music to be able to find elements in the video that they can relate to.
Alex Bittan, the former “Video Commissioner” for Atlantic who helmed clips for Wiz Khalifa and Charlie Puth’s “See You Again” and Twenty One Pilots’ “Heathens,” directed Breland’s video. Asked when the truck-commercial money would start rolling in, Breland laughed. “Hey, all I’m saying is I am open to partnerships!” he says. “I would love to have a Super Bowl commercial. I would love to do some NASCAR Monster Jam types of partnerships as well. Hopefully those things start to happen soon. I think we have a really cool movement developing here.” The clip will be predominantly featured on ESPN throughout February and March as part of their Music of the Month program.
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