ARCHDALE, NC — Black Label Society recently released a new music video for their track All That Once Shined. The song is from the band’s upcoming LP, "Grimmest Hits," which is due out on January 19th. The lyric video is intentionally low-tech, with practical props and effects, and no editing.
According to director Justin Reich (www.justinreich.com), “All That Once Shined was initially just going to be a lyric video in the most basic sense of the definition: words scrolling across the screen with the album cover in the background.”
The Black Label camp, however, was not thrilled with that idea and its lack of creativity. Nor was Reich. During a call with Entertainment One’s Steve Seabury, who’s served as executive producer on past BLS and Zakk Wylde videos, Reich says the team had an epiphany — to create a video that mimicked Bob Dylan’s “Subterranean Homesick Blues,” with turning cue cards displaying the lyrics. The grim reaper - a tenet figure for the upcoming album - would be the focal point.
Reich says the idea for the shoot was conceived on a Thursday and production took place the following Saturday.
“We shot it at a place called Kersey Valley Spookywoods, a scare attraction close to my home in North Carolina,” notes the director. Their lead art directors, Joh Harp and Matt Patterson, are also my go to make up effects, costumers and art department needs for every music video I do. They also starred in the video.”
The shoot required numerous takes, as Harp, who played the grim reaper, had some difficulty turning the cards because of his impaired vision and the costume’s gloves.
“By the eleventh or twelveth take, we were able to nail it,” says Reich.
The project was shot in 4K using a Sony FS7 camera and Canon 16-35mm 2.8 lense connected to a Metabones ultra speedbooster. The outdoor set made use of natural light, the exception being for the "TV,” which was a remote-controlled Aputure HR672C LED light.