Photograph by Christopher M. Howard
San Francisco's The Family Crest is not your run-of-the-mill indie rock band. With seven core musicians, and several hundred "Extended Family" members who have contributed to their music, the group likes to take the unconventional route in their music-making. Take, for example, their new video for “Never Gonna Stop,” a track from their forthcoming The War: Act I. Stitching together over ten comedic sketches, which range from a parody of The Joy of Painting to a reenactment of Godzilla, it encapsulates the ridiculousness of daytime television.
Liam McCormck, founder, as well as vocals and lead guitar, of The Family Crest, told via email AdHoc that making the video was a "very DIY process," with the band collectively creating "about 25 different individual stations." "It took a lot of production creativity, from figuring out convertible rentals to digging through our closets for costumes," he wrote. "We had a lot of fun with it. It put many of us out of our comfort zones, which is always a good thing in the end." McCormick says that his overall goal for the video was to convey feeling "of someone flipping through channels on TV, seemingly endlessly, with all of us playing out various tableaux."
"It all started in on a 1AM phone call, as things usually do, where Liam told me that Laura had an amazing idea of putting John in a leotard and having him teach a workout class, '80s style," the video's director, Keith Lancaster, told AdHoc. "John is basically the designated cartoon character of the bunch. We thought it would be even better to make something as if you’re flipping through channels on the TV, and he is the main character in everything that pops up. But then we got the rest of the band involved, and it became something way more collaborative and fun. I’m still kind of surprised that we pulled it off in such a short amount of time and it [came] out nearly identical to how it was in my head. It’s really fun to see the personalities of everybody shine through."
You can watch the video for "Never Gonna Stop" below.