The Family Crest Take 'Never Gonna Stop' Literally & Make a 12-Hour Music Video: Exclusive

Christopher M. Howard
The Family Crest

The seven-piece group kicked off their 11-date headlining summer tour Monday night \in Cambridge, Massachusetts.

The Family Crest kicked off their headlining summer tour Monday night in Cambridge, Massachusetts. Ahead of the 11-date trek, the seven-piece indie rock band put together a video for one of the tracks from their latest LP, The War: Act 1, "Never Gonna Stop" -- and they took that title quite literally.

The group created a video that can be played on an endless loop, featuring more than 10 comedic sketches based off of famous television series such as Full House and The X-Files in a 12-hour video. Each part was filmed multiple times, which allowed The Family Crest to piece together the ongoing video with around 20 unique versions that are just subtly different enough that you may feel like you're watching the same thing -- part of the fun (and trippy-ness) of the wacky idea.

The Family Crest's mastermind Liam McCormick, bassist John Seeterlin, trombonist George Mousa Samaan and flutist Laura Bergmann gave Billboard a little more insight into the crazy video idea and what fans can expect on their latest tour. Check out "Never Gonna Stop" and our interview below.

Aside from the song title, what inspired the infinity scroll video?

McCormick: Originally, I wanted "Never Gonna Stop" to be mixed in a way that, if placed on repeat, it could theoretically play forever. We eventually decided that the track worked better with a clear ending, but that desire for a never-ending track stayed with me. At the same time, Laura had the idea of doing a video for "Never Gonna Stop" based on an aerobics workout concept (starring John) and I thought that was hilarious.

Bergmann: As soon as I heard the song, I imagined a 1980s-style workout tutorial video starring our very own John Seeterlin. Liam took that idea and in true TFC fashion made it into something significantly more substantial.

McCormick: I eventually called our director Keith Lancaster with the idea of doing a video based on flipping through television channels. In creating a bunch of scenes or 'channels,' we not only would have enough material for a standard video, but we’d also have full scenes that we could later play with. When I brought up the idea of making a video that could be played for hours and hours, Keith's interest was piqued. It’s actually really fun to try to find each full scene. Maybe we’ll let people know where they are… slowly.

How did you come up with the sketches that would be featured in the 12-hour loop? How many did you come up with before deciding on the final 10?

McCormick: Keith and I are both 1980s babies -- we’re actually born only a few days apart -- so when we approached the creation of the scenes for the video, we opted for a fairly nostalgic approach. That being said, we also needed every scene to be recognizable as well, so we made a list of what we felt were some of the most popular shows/styles of shows/channels that we’d observed over the years and then came the task of set design, wardrobe and story. To be honest, we went in with a general concept for each scene, but each scene is almost 100 percent improvised. It was so much fun to shoot. In the end I think we came up with around 30 ideas and shot over the course of about three days.

Do you think anyone will actually watch all 12 hours? Have any of you?

Bergmann: Keith probably has! I've seen excerpts of most of the tableaus but I haven't watched the full 12-hour version. 

McCormick: We have some pretty dope listeners, so I can honestly say it's possible. I have not viewed the 12-hour version of the video, but to be honest, I’ve seen the video and the extended scenes enough that in the long run I’ve easily watched 12 hours of "Never Gonna Stop."

Will the video be part of your tour in any way?

McCormick: Yes -- but you’ll have to come to a show to find out how!

How will this tour be different from your past treks?

McCormick: This is the first time that a lot of our fans will be able to hear the music from The War: Act I, which we’re very excited about. We’ve been working on this material for quite some time, holding it very close to our chests, and now it’s finally out there. It’s very exciting and we can’t wait to get rowdy with everybody at the shows. Our listeners are the best, and in a way every tour kind of feels like a family reunion. This time, we finally have a plethora of new material to share with everyone.

Bergmann: This will also be different in that it's the first time we'll be recording our podcast [Band, Together] from the road on the East Coast and in the Midwest. There will be so much to cover and I can't wait. I'm going to try to conduct some listener interviews, too.

Samaan: Anthony and I will be selling merch after our set, dressed in the "reporter/random dude" outfits. Come by for a reenactment!* (*Commitment to characters and outfits subject to change.)

What have been your personal favorite songs to perform from The War: Act 1?

McCormick: I love playing "It Keeps Us Dancing" live. It’s a really diverse song, both in dynamics and style, so as a performer it makes for a fun journey. I also love playing "Rest," as it’s a chance to showcase our softer side and it’s my favorite song on Act I. Because it's such a mellow song, we only play "Rest" if the setting and vibe feels right.

Bergmann: I love playing "The Mighty Echo" live. It's such a beautiful song and the orchestrations -- even reduced to flute, trombone, cello and violin -- sound really rich. I can't wait for people to hear it.

Seeterlin: "It Keeps Us Dancing" is my favorite to play. The bulk of the song is epic and uplifting. It varies a lot dynamics-wise, from a bombastic start, into a pretty waltz, and then it rises into an epic ending. It’s classic TFC.

Samaan: There are a few moments, lyrically and sonically, in "It Keeps Us Dancing" that touch my heart because of a relationship that I, personally, have attached to that song. I get teary-eyed every once in a while while playing it.

Do you have any other crazy video ideas you’re hoping to pursue?

McCormick: Oh, get ready…

Seeterlin: There are plenty of other interesting video ideas that Liam has come up with. It’s just a matter of getting the resources together to make them a reality.

Samaan: Liam and I have brainstormed a particular idea, but it's not a traditional music video. I'll just say this: If anyone in the gaming world is a creator, hit us up!