Luke Bryan “Could Not be Prouder” of Latest Video for His Single ‘Up’

Justin Jenkins
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Luke BryanGetty Images for CMA

Luke Bryan released his latest video for his single “Up” from his 2020 deluxe album, Burn Here, Live Here, Die Here. The song paints a picture of a farmer’s life, while the video shows Bryan watching old footage of his southern upbringing. The American Idol judge keeps the feeling of country music alive with a tone that matches the genre’s art of storytelling through song.


Set in a barn with lights galore, Bryan sits and watches archival footage of his family’s farm life. The song tells the story of what life is like for the community who grows crops and the hope they continue to have. Bryan’s brother is shown on the projector that he watches throughout the video as well as footage from his parent’s actual wedding.

The setting also transitions from Bryan watching his old family clips, to a group of people also watching and enjoying their time together living that country life. His sons are also in the video having a great time with both of their grandfathers.

Bryan is able to paint the picture of representation of rural America. The portrays a farmer’s life from sunup to sundown. The imagery used is that of a man proud of his upbringing and a singer who wants to give back by highlighting the community that made him who he is today.


“When I saw the footage of my boys with both their grandfathers and then the close up clip of my brother basically looking at me, it was so overwhelming. I could not be prouder, not only of the message of this song, but also how this video turned out. Watch it now on @facebookwatch!” Bryan posted on his Instagram.

Bryan must have been feeling nostalgic and intentional when making his latest album. Farm life seems to be a running theme during this phase of his career. So much so that he embarked on Farm Tour 2021. One could wonder if Bryan was ready to put the criticism that he wasn’t country enough to rest.

Bryan’s “Up” video comes just in time for the American Idol Season 20 premiere this February, as well as the start of his Las Vegas residency.


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