Behind The Video: Xan Dubose Chats About the Creation of “Serious Craving”

Hailing from the vibrant musical scenes of Columbia and Charleston, South Carolina, Xan Dubose is on the rise in the country music scene and quickly becoming known for her captivating voice, which effortlessly blends elements of jazz, soulful vocals, contemporary sounds with a quintessential country flavour.

Having performed alongside acclaimed artists such as Darius Rucker, Thomas McClary, Charles Kelley, and others, Dubose has solidified her reputation as a standout talent with a versatile musical style and an irresistible blend of vulnerability, passion, and authentic artistry. Her infectious energy is on full display in the new single “Serious Craving” – a sultry blend of pop, country, and alt-rock that showcases Dubose’s vocal prowess. Weaving together intricate vocal jazz melodies with infectious country-western rhythms, “Serious Craving” paints a vivid picture of the passion and tension experienced when consumed by desire. Recorded in the aftermath of a tumultuous breakup, the song serves as a candid reflection of the raw emotions that come with yearning for someone who ignites a fire within, even amidst the pain of heartache.

Part of the experience of this single is the accompanying music video, which visually encapsulates the song’s themes of desire, love, and tension. We sat down with Dubose for a Behind the Video interview to chat more about the creative process behind it and get an inside look at what makes this song so special.

Where was it made?

Xan Dubose: “We filmed half of this music video in Nashville, TN, where I did all of the performance bits. The Nashville shoot was directly after I had finished recording and that weekend I was staying with a friend who’s hot water heater had spontaneously quit working. It was freezing cold sink showers for me prior to getting all glammed up. The other half was filmed midday at a hotel in Greenville, SC, with my good friend Trey Francis.”

What’s the concept behind the video? Help us to understand the video’s concept in more detail and how it ties into the lyrics.

“We wanted the video to tell a relatable story about desire. The lyrics are all about having this insatiable craving for someone you probably shouldn’t be with and this video really portrays the “taste” as referenced in the first line of the song that made that person so irresistible. It’s about having an encounter with someone that unexpectedly but irrevocably leavings you wanting more.”

What was your favourite part behind the creation of the video?

“My favorite part was having a filming team that I could trust. I was a nervous wreck the whole time, but the goal of my performance was to be confident and sultry. Amidst about 1000 bursts of nervous and embarrassed laughter, Trey and the rest of the team were steady and never made me feel like what I was doing looked ridiculous. They just pumped me up, and waited for the laughter and nerves to calm down. Not to mention they kept bubbly on hand, nothing wrong with a little liquid courage when you are filming in your silk PJ’s! A solid team is invaluable when you have to get vulnerable like that on the set.”

Xan Dubose on the set of “Serious Craving” music video

How much more effective or beneficial is creating a music video now compared to 20/30 years ago?

“I think music videos were more important as a whole back in the day. These days, the important part is video content, similar to how people tend to listen to single tracks rather than an entire album…the consumption patterns right now are made to work with bite-size pieces of content that fit into a TikTok or Instagram story. But having an entire music video that tells a real story from start to finish is invaluable to me. If we aren’t telling a story and moving people with our art, why are we making it in the first place.”

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

“As a singer and as a consumer, my top two are always going to be live video and lyric videos. I use these to learn techniques and to memorize lyrics before a performance. But when I slow down and want to enjoy the full body of the music and immerse myself in the story, that’s when I want the cinematic music video. As a kid, I would watch Carrie Underwood videos nonstop on our shared family computer, marveling at how it could transport me to the emotion and moment in time that I was hearing in her voice.”

Xan Dubose “Serious Craving” cover art

Is there any part of the process you’d do differently now?

“If I had it to do all over, I would just say “F*** it” and leave the nerves at the door. While serving as a vocal coach and music director in college I used to always tell my soloists to plant their feet and just do it. I wish I could have taken my own advice and owned some of that confidence that came through in the final product.”

Any mishaps on set?

“When we were filming the performance portion of the video there was an equipment cord on the ground near me. I don’t know how many times I had to force myself to look up instead of down at the cord so I didn’t face plant in my long dress. Also in my delusional post-all-day-recording state, at one point I forgot the lyrics of the song and we had to redo the take so you couldn’t see me completely fumble on the words!”

Which genre do you think makes the best music videos?

“I always come back to 90s-early 2000s country music videos. They get me every time. I’ll never watch “Just a Dream” by Carrie Underwood or “Whiskey Lullaby” without shedding a tear. And like I say when I sing live, if I didn’t make someone cry when I sang the sad song, I didn’t do my job. The same rule applies for a music videos. This era of country music nailed it.”