Music

Watch Rich Aucoin's new video, "It"

by Nicole Villeneuve

Video accompaniments were made for the entirety of Rich Aucoin‘s life-affirming new album We’re All Dying To Live, but the video for “It” is the first official Music Video of the bunch.

Directed by Noah Pink, it’s a bit of a game of spot the movie reference, with Rich and co. reinterpreting classic movie scenes.

“The concept for this video was born while Rich and I were chatting over coffee in Toronto about movies from our youth that have had a lasting impact on us,” Pink said. “It was one of those fun, superfluous conversations that suddenly sparks an idea. Rich always incorporates his favorite film clips and YouTube videos into his live performance, so why not try and take it a step further, putting Rich into the actual films? We took it from there, made a list of about 25 films we wanted to re-create from scratch (putting a Rich-themed twist into every scene), and then I had the difficult task of weeding them down to 10 films that we could achieve with our budget. To be honest, it was a miracle we could pull off as much as we did.”

You can watch the video above.