The R’s “I Love My Family” Artist: THE R’S Label: NAT GEO MUSIC Video: “I LOVE MY FAMILY” Director: Matteo Giobini Add Date: March 22, 2011 Brace yourself for another Nat Geo Music international world wonder. It’s Andy Gesner and the HIP Video Promo staff here with The R’s, the new rock and roll cavaliers to shake up your office culture and strategically planned lifestyle. “I Love My Family” is a hard hitting, energetic, indie punk extravaganza that digs at our human conventions, while simultaneously filling us with absolute guitar and drum driven ecstasy. Crank those little speakers up to 11 and step on that fuzz box, because things are about to get real rowdy around here. The R’s have crafted a sound that is both classic and trendy at the same time, taking influence from icons The Ramones and The Clash, while coloring it with the metropolis friendly sound of bands like The Kooks and Vampire Weekend. This fusion results in a splendid sugary mix without any vanilla to it. The song kicks off with the familiar ring of a steel alarm clock, which in turn kicks off a typical day, in a typical person’s life. However, there is nothing typical to find in the group’s noisy brand of rock, which unabashedly fuses the clashing genres of punk and indie into glamorous pop velour. Filled with lyrics of rebellion and satire, including a few words about a cat that might or might not be a doctor, the video has a lot to keep up with, and it does so in full spirit. The clip comically traces the steps of stereo typical Wall Street (or any business oriented) employees as they wake up, take their excruciatingly lengthy morning urination, and play out their cliché roles – all to our enjoyment, of course. The band is constantly switching outfits and acting out comic motions as their backdrops switch around via green screen. This creates a fresh take on something that’s been done before in music videos, setting them apart from their predecessors. “I Love My Family” is the leading single from The R’s album of the same name, out on Nat Geo Music. We are always excited to work with the diverse and refreshing Nat Geo Music line up, and hope that you will join us in exposing this fantastic clip. We’ve got plenty of copies of I Love My Family here at HIP HQ, so be sure to reach out to get some for yourself and your viewers. If you need more info, call Andy Gesner at 732-613-1779 or e-mail us at info@HIPVideoPromo.com .