On July 15, the for King & Country street team tweeted to announce the success of the duo's music video for 'Proof Of Your Love' as it hit No. 1 on the iTunes Christian Video chart.
The video was filmed just over a year ago and showcases their successful single from their debut album, 'Crave,' which they released in February, 2012. "The POYL video was filmed 1 year ago & is currently no.1 on the iTunes Christian Video chart! Please RT and share!" tweeted the for King & Country street team on July 15.
The music video was produced with the help Luke and Joel's brother Ben, who works in the creation of film and music videos. "People came to us and said, 'Hey, we want to do a music video for this,'" said Luke in an interview with Mstars/ Hallels. "We had kind of been waiting for that moment in a way, just to be able to work together. So we kind of pooled our means and struck up some ideas."
The music video features a scene that is reminiscent of war-time in which people are marching in a line gagged, ear muffed and virtually blinded. As a young boy falls, the character in the video played by Joel is moved with compassion and begins to see the truth and fight for freedom from the blinded pack mentality that had taken hold of everyone. As the brothers fight against the power that is keeping everyone locked up, they are able to reveal the truth to others so that they can fight as well. The video ends with the crowd of people breaking through a wall and emerging into the light of day, free from the power that had made them feel helpless.
"The heartbeat of the music video and the illustration behind it is just, our culture is so incredibly powerful these days and it kind of locks us up, to kind of where our mouths our covered and our hands are tied together," Luke explained. "And sometimes it takes an act of goodness to kind of break down those walls and the film is kind of about one person realizing, 'Hey you know what, I don't have to live life like they're telling me to,' you know, 'I don't have to live life the same way everybody else that goes before me lives it.'"
This song, in particular, stuck out to the brothers as one that would be able to communicate something powerful with the help of an accompanying music video. "We really wanted it to be a song that we attached with a music video that had a message of something significant," Luke said. "We hope that people have been able to understand that through the individuals in the music video."
'Proof Of Your Love' has been very successful since its release and has seen a great deal of air time on Christian radio. The album, 'Crave,' has been extremely successful as well, so successful, in fact, that it allowed the duo to win the award for Breakthrough Artist of the Year at the first annual K-Love Fan Awards this year.
For King & Country has had a busy summer from attending Christian music festivals to getting involved in the Joy Fm Summer cruise series, and Joel even got married to fellow Christian artist, Moriah Peters, on July 7. Luke and Joel are set to appear at the Hills Alive Festival, Soulfest, Spirit West Coast, Kingdom Bound, Rock The Flags, Lifelight and other big-name Christian music festivals throughout the remainder of the Summer.
