Parmalee: Go Behind the Scenes of Their New 'Carolina' Video

Billboard has an exclusive behind-the-scenes look at rising group Parmalee's new music video for "Carolina."

"It's been our baby for awhile," lead vocalist Matt Thomas tells us about the song. "It's all about home. It's very autobiographical, since we're gone all the time. We always miss all the family events and everyone, so coming home is good. We were out in California for a few months and got back home to North Carolina, and it felt like home. I had this notion that reminded me of California, so I put the two together, and we flipped it into a relationship song."

Fellow member Barry Knox agrees, saying "This song kind of defines us as a group, as far as our music and lyrical content. Obviously, we're from Carolina, so it means a whole lot to us. We've been together for a few years before we wrote that song, and when we wrote it,  we felt that we really hit it. Matt's voice is perfect on the song, and it just sounds like a Parmalee song."

Guitarist Josh McSwain feels the production team of Jonathan Frazier and Zach Prichard of Rhetorik Creative did a great job on the clip – and caught the essence of the song. "The concept they went with wasn't exactly what we started out thinking, but it really worked out well, and it goes along perfectly with the lyrics of the song. The first time you see it, it will all make perfect sense."

Drummer Scott Thomas is excited that the video will be making a little bit of history – by becoming the first country video to premiere on Country Now, Youtube's first Country music & lifestyle channel on Monday, June 24.

"It feels great. Everything we do, every step along the way, we're so excited. Especially with this song, it's been with us for over five years. It's taken off. The video is great, and everyone is excited about it as we are."


The Biz premium subscriber content has moved to

To simplify subscriber access, we have temporarily disabled the password requirement.