Singer-songwriter Max Gomez‘s video for his new song “Joe” encompasses everything about the young artist that fans have come to love: his distinctive “old soul” voice, his love of his city of Nashville and his lyrics that call to mind the likes of Jackson Browne and John Prine.
“Joe,” a standout track from his recently-released EP Me & Joe, tells the story of someone named — you guessed it — Joe, who struggles with things like “running from the past” and being able to hold his head high. Throughout the EP, the mysterious character is mentioned as Gomez’s counterpart. The song titled after him is an exercise, then, in learning from the lives of people around you — real or imagined. When it comes to who “Joe” is, Gomez in his classic style reveals that Joe is an allegory: “To me, Joe is someone who wants to do good but can’t. I think a lot of people go through his same struggle in different ways. Joe tells you who he is throughout the song, and he isn’t shy.”
The video was created with “Gems on VHS” and matches the mood of the song: Gomez pensively sings (live, it’s worth noting) in an abandoned industrial building in Nashville at sunset. As to the video’s conception and Gomez’s satisfaction with how it all came together and turned out: “I sing ‘Joe’ for Jed Zimmerman; he’s the author of the song and one of my dearest friends… This performance was recorded live in Nashville with Anthony Simpkins. I knew Anthony was great at what he did just from meeting him. As we filmed, we caught the tailend of daylight as the sun set over Nashville.”
Watch the new video below, premiering exclusively with Billboard.