Behind the Video: The Attire Dive into Their Spicy Clip for “Sriracha” ft. WOOSUNG

If you can’t harness social media as a musical artist nowadays, you’re probably in for a tough slog of things. But if you know how to navigate that space, you just may get highly rewarded, as The Attire Dive have with their latest run of singles. Both “Naked” and “Girls Like You” were massive viral hits, racking up over 17 million views on TikTok.

And that same train is rolling right along with the recent release of “Sriracha,” a new pop hit featuring K-pop singer Woosung, also the singer for pop rockers The Rose. The song has been described by the duo of singer and pianist Greg Shilling and drummer/guitarist Stephen Santa Teresa as a breakup song in disguise, with its lyrics about moving on after being heartbroken. The intention is to soothe your soul while at the same time inspiring you to dance your heart away.

Childhood friends, Shilling and Santa Teresa grew up obsessed with music. They met in the eighth grade and have been writing music together since 2006. In the 2010s, they earned a lot of recognition through their “Greg & Stephen” YouTube persona before they started recording as The Attire. They released their debut album, Songs About Girls Like You, earlier this year, a collection of songs threading together the ups and downs of relationships.

Part of what makes these guys worth paying close attention to is their music videos. We recently spoke with both Shilling and Santa Teresa for a Behind the Video interview, discussing the background, the vision, and the execution behind their “Sriracha” music video.

Did you have a concept in mind based on the song, or was the video creator given full reign to come up with a suitable visual companion?

“We originally had a very simple concept for ‘Sriracha.’ We were imagining more of a live performance setting in a blank white room with red accents and red objects. It was going to be more of a metaphorical piece. The only reason we created this more simple concept was to create a music video within a more limited budget; however, our amazing music director Justin Thorne had an incredible cinematic vision and had ideas to bring it to life, even within the confines of that minimal budget. After Justin told us he had a cinematic vision in mind that he could pull off with the price point, we handed the creative reins to him, and we are so glad we did!”

If money was no issue, what would be in your perfect video?

“Honestly, the video feels so perfect the way it is. I don’t think budget would have changed anything about how, where, or what was shot… but maybe if there was a bigger budget we would have ordered five-star, gourmet, organic food for lunch!”

Does the “Sriracha” video have a concept, and if so, can you elaborate on it?

Greg Shilling: “Justin had an amazing vision of a femme fatale concept, where the female lead had kidnapped me. This would be representing the theme of being ‘trapped’ in the relationship. As the music video plays out, Stephen saves me from being locked in the trunk, which represents the break up and ‘breaking free’ from a toxic relationship. Our music video then progresses to disco-parties on the back of a box truck, which is symbolic of having fun, becoming carefree, and moving on from the relationship.

“Our director did such a wonderful job of visually tying our sound palette and influences (’70s yacht rock, and disco) with the music video through retro posters, wardrobe, color palettes, and a bad-ass vintage mustang. Overall, it was a thrilling experience to watch such a well-thought-out concept come to life.”

How much of the video was self-made?

“Absolutely none of it! Shoutout to Justin!”

Artwork for the single “Sriracha” feat. WOOSUNG by The Attire

Do you prefer writing a video around the theme of a song or just going to a warehouse and banging out a live performance?

“We think it definitely depends on the song. If the song has a lot of dynamics, and is fun to perform live, the live performance could be compelling enough to stand as a video. But if the lyrical concept is deep enough to support a story through a cinematic music video, that’s definitely the move!”

What is your favourite childhood music video, and do you have any secret nods to it in your catalogue?

Shilling: “I would have to say ‘Smooth Criminal’ by Alien Ant Farm. I remember watching the music video in third grade when I was about eight years old. It is still fresh in my memory, like I saw it yesterday! Unfortunately, we do not have any crazy house parties in our music videos, but hopefully, one day, we can!”

Santa Teresa: “Vanessa Carlton’s ‘1000 Miles,’ because they took a real piano and pushed it throughout LA, it was an awesome concept. We don’t have a nod to that… yet!”

How important are music videos in terms of increased exposure?

“Music videos can be an exceptional tool in creating increased exposure for your band. It can help solidify your brand identity, also while giving yet another outlet of marketing your music. However, if the music video is not marketed and advertised correctly, it can take away from a concentrated effort in marketing your music in other locations or with other important content.”

How important of a role does social media play in sharing videos and increasing exposure?

“We feel that social media, as of right now, is THE most important outlet for marketing your music and increasing your exposure. You can be anywhere in the world, and with virtually no budget, have some of your short-form video content go viral, increasing awareness of your brand and music. Platforms like TikTok, YouTube Shorts, and Instagram Reels can not go underestimated in the importance of marketing your music.”

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Behind the Video: The Attire Dive into Their Spicy Clip for “Sriracha” ft. WOOSUNG

Is a well-made DIY video just as good or beneficial as a professionally-made/directed video?

“In some cases, a DIY video can be just as effective, if not more effective, than a professionally-made video. For the reasons listed above (regarding short-form video content, and virality), many videos that are shot DIY can go organically viral. In today’s social media, one can go viral and reach millions of viewers without using advertising budgets. So hypothetically, a video you make for free, could potentially reach a larger audience than a video you made for 10,000 dollars.

“But of course, quality is more enduring than quantity. We believe that well-made, professional videos will stand the test of time and make impacts upon people far more. But in the end, it is a matter of taste, budget, and respect to your personal brand as an artist of which route you choose.”

High-quality lyric video, live video, cinematic music video… what’s your preferred format and why?

“We are big fans of cinematic music videos! They are the videos that we keep coming back to, keep watching, and keep aspiring to make for our own music!”