The band’s new video follows the first leg of its latest tour
My Morning Jacket releases a fun and joyous official music video for “Everyday Magic,” directed by Amanda Kramer (Magdalena Bay), to complement the simple yet complex emotions that went into the song’s writing.
“We haven’t appeared in many of our music videos historically, but I have always wanted to make an MMJ music video for a song that had us in it acting silly and having FUN, and it felt like ‘Everyday Magic’ would be a perfect song to do this for,” says frontman Jim James. “I had a vision of us running around being goofy and doing various activities that felt ‘Fun!’ in a surreal way. After doing some research, I came across some beautifully strange videos done by the amazing Amanda Kramer. We got in touch, and she helped us bring this vision to beautiful wild weird technicolor dancing life! It was such a joy working with her and her team, and def the most fun we ever had doing a music video shoot! We hope you have as much fun watching it!”
He continues, “It’s rare that a band wants to collaborate, and even rarer that they want to be creatively surprised,” says Kramer. “I loved this process – from prep to shoot to post, we laughed, amused ourselves, danced – and ultimately paid art service to the single, a song that should be a poptimistic hit. My Morning Jacket is five talented men…who smile.”
The band recently wrapped the opening leg of the My Morning Jacket Is On Tour with the second leg to kick off on August 5th.
My Morning Jacket is excited to continue its long-time partnership with environmental nonprofit Reverb on the tour to build upon previous successes and expand the tour sustainability program, engage fans in the Action Village at each show, and support Reverb’s Music Decarbonization Project to accelerate climate solutions within the music industry.
