After bootlegging a cache of vinyl and airdropping it to fans in the video for Desperate Man, Eric Church pays for his crime in the clip for his latest single Some of It.
Opening with mugshots of his band, the video quickly establishes that the Chief is behind bars, locked away without any musical means of creativity. That is until his daughter subverts the law to send him an electric guitar. And she doesnt just smuggle it in inside a cake she painstakingly disassembles the instrument and ships it to the prison, where his fellow inmates squire it to Churchs cell via the prison laundry system.
Soon, Church is strumming away thanks in part to a guard who tosses him a pack of strings and sets about writing a song for the daughter and wife hes left behind. Its finished by the time hes up for release, and Churchs estranged family appears to pick him up. Keen-eyed fans will recognize the station wagon from Desperate Man as the car his daughter drives to the jail she even anxiously checks the rearview mirror the way Church did in his previous video.
It all ends with Church donning his signature aviators and walking into freedom and safety. Or does he? The video ends with a mysterious phone call by an unseen figure, announcing, Hes out.
On Saturday night, Church brought his Double Down Tour to Nashville, performing at the citys Nissan Stadium. After a series of summer festival appearances, hell resume the tour in September.