The Smallbone brothers of for King & Country may have gone four full years since releasing their last full-length studio album, but they built a wave of promotional anticipation for their third release that hasn’t been seen in the CCM world in quite some time. Leading up to the October 5th release of Burn The Ships, the group released five singles. Not only that, but each single came with its own sweeping, cinematic music video. Avoiding the trends of only releasing lyric videos or concert videos, each one is a fully fleshed-out, old-fashioned concept music video like you used to watch on Spirit Television.

Here, we take a look at the videos that have dropped so far. Who knows? Maybe they aren’t done yet!

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"joy."
Lead single “joy.” was the first video to drop from these sessions and it’s arguably the most unique of the bunch. With a retro throwback vibe, the video is themed around joy breaking out in a newsroom amidst all the negativity, sending waves of color into the black and white palette. The brothers Smallbone even rock some throwback outfits. Full House (and Fuller House) star Candace Cameron Bure stars in the video as Joel’s co-anchor and catalyst of the video’s plot. The video personifies the band’s “go big or go home” fun side and will likely stand as one of the band’s most memorable videos in their growing videography.

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"Pioneers"
This is perhaps one of the most beautiful music videos to come out in any genre in a long time. Filmed in the Iceland countryside, this video features both Smallbone wives, Moriah Peters, and Courtney Smallbone. This marks the first official appearance of all four of them in one music video—Joel has appeared with Moriah Peters before and she also appeared in their video for "Shoulders" while Courtney appeared in their video for “Without You”. The song’s gentle melody flows well with the lush natural visuals of the video. The four also sport formal clothing that would make most wedding guests jealous, making for professional and very high-class production value. Every second of the video just oozes class. If I were to pick any video to introduce new listeners to the band with, at least as far as visuals go, this would far and away be the winner.
 
"God Only Knows"
The song itself was powerful and relatable to many struggling with depression and adversity. The music video makes it even more relevant, dealing with the dark lead-up to suicide and intervention that can prevent it. Appropriately, the nighttime setting complements the darker themes of this song. This is arguably the most meaningful and relevant of the videos given the ripped-from-the-headlines themes.
 
"Amen"
Directed by Ben Smallbone (brother of Joel & Luke), “Amen” may be one of the most artistic videos from the album yet. Shot over two days, the video features beautiful shots in the mountains as well as underwater footage during the bridge. Using visual metaphors to representing the cleansing waters of Baptism, the video is lush and vibrant and makes great use of the landscape to underscore the theme of the song. One may also note how the setting goes from night to day after the bridge. 
 
"Burn The Ships"
Released the day of the album, the video for the title track portrays the themes of the mysterious title. Written from Luke’s wife’s struggles with addiction, the song sings of burning the ships in our lives that are holding us back and stepping into a new day. Shot at a lush waterside, this video continues the incredibly high-quality trend of music videos from the album. The colonial soldier costumes are visually memorable, and they seem to fit perfectly within the band's signature old-fashioned military motifs. And yes, we get to see a burning ship in the video, set ablaze in typical for KING & COUNTRY bombast. "How?" you ask? You'll have to Best Replica Watches the video to see.
 
In Conclusion
For a long time, it seemed like the classic music video format was going the way of the 8-track, replaced with cheaper, lyric videos (albeit ones slightly fancier than fanmade ones) and videos composed entirely of concert footage. And while those videos have merit too (for KING & COUNTRY have even made effective use of both formats), one can’t help but be enamored with the guys for opting to promote this album with a series of fully realized concept music videos. It’s rare enough to get one or two out of an album cycle, but to get five before the album is even released? And each of those five comes packed with stunning visuals, unique themes, and is completely different in approach from the others? This would’ve made for a terrific companion DVD had this come a decade ago. The fact that they’re going this route against the current trends makes these music videos all the more special.

We now have essentially half the album in music video form. Will the trend continue with the whole album over the next few years of its cycle? One can’t help but imagine an entire album made into music videos as a milestone achievement for any band. But one also can’t be greedy, and five music videos that are truly special should be enough to satisfy fans. Regardless of what comes next, let’s appreciate these beautiful and artistic music videos as the gift and achievements that they are.

Burn The Ships is available now. Check out what may arguably be one of the best albums of the year and read our full review here.