Behind the Video: Yellow No. 5 Discusses the Band’s “BE MINE” Music Video

As a band, Yellow No. 5 identify more with the old guard than the new. While other artists try to grow their popularity through social media likes or clicks, these men are committed to doing things the old-fashioned way. That would be writing and recording and then getting out on the road to connect with real-life people, face to face. The band has been out on the road since last month with their “RUST TO DUST” tour, making their way through predominantly the Midwest, with dates lined up through to the end of the summer. They approach each show as an opportunity to showcase themselves and build a lasting connection. The band is content taking the long road, because really, it’s the only road worth taking.

A trio, Yellow No. 5 originate from north-central Ohio. They are a curious bunch, aggressively seeking opportunities to play live and expand their fanbase. Their sound is a mixture of post-grunge, pop punk, and dark pop. When they’re not on the road, they are probably recording. The band recently released their new single “BE MINE,” arguably their biggest song and music video to date.

We are happily joined today by singer and guitarist Jeremy Lucas for a Behind the Video interview about “BE MINE.” We discuss the video’s origins, its concept, who they worked with, and much more.

Who directed the video?

Jeremy Lucas: “I wrote the script the week before shooting and, as the scenes progressed, we accepted direction from the lead videographer (Beau Roberts, DRM Productions, INC). Beau also met me at the junkyard a week earlier, and we decided on some scene locations. The owner of the yard was nice enough to drag out a BMW and drop it in a good spot for us! I think the engine was blown, but it still had good interior and exterior parts, so it was a full car. Also, if you know this model of BMW, it doesn’t have a dipstick to check the oil. We borrowed one from a different engine within the junkyard to do that shot, and I just slid it down into the engine compartment wherever it would fit.

“There are other hidden things to look for in the video, such as our t-shirt mannequin (wearing a ‘Be Mine’ shirt), our band van and our members’ vehicles. In fact, during the section with Nick (Harris, bass) in the sheriff’s car, I’m in the trunk playing the song on my cell phone for Nick’s choreography to be in time with the song.”

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.

“The video for ‘Be Mine’ shows, metaphorically, how a relationship can end up in the trash. No matter what a relationship (or vehicle) looks like when it rolls off the showroom floor, it can easily end up in the junkyard. Think of getting an oil change as maintenance. Sometimes maintenance makes a vehicle, or a relationship, last longer. Sometimes you must blame the vehicle, sometimes the driver. Either way, having to do too much maintenance to a vehicle (or a relationship) will drive one crazy, and it’s time to replace it altogether.”

Did the band have a concept in mind based on the song, or was your videographer given full rein to come up with a suitable visual companion?

“It was ours from the beginning, and the song came first. As the video creator, it was my duty to express the song through video while adding even more drama. The fact that we’re standing on the roof of a BMW in one scene and a police car in another also shows our lack of prestige. The fuel can used throughout the video is a prop we carry along with us. I place my guitar amp on it during our live shows. Once I had the song and the location picked out, the theme just came to me naturally. When I contacted the model and asked her to be in the video, she was excited and said yes immediately. She did great! It all came together the way I imagined, maybe even better.”

Where was it made?

“At a top-secret location in Ohio, USA. The owner of the salvage yard wishes to remain anonymous.”

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

“I really like the coincidence that happens at the five-minute mark. She was told the service would take about five minutes, and when we revisit her, it was five minutes. And the fact that after the girl wakes from her dream, she’s confused because she’s stuck in her dream (and still in a junkyard). This gives us the ability to continue this theme, even in a different location.”

Based on how this one was made, are you looking forward to doing another?

“Yes, of course. We’re already planning for it! Yellow No. 5 is often writing about relationships, so we’ll consider enlisting the same model along for more videos.”

Yellow No. 5 “BE MINE” single artwork

What are some of your favourite music videos? What about when you were growing up?

“I always liked videos from Prince, Madonna, Guns N’ Roses and Green Day. The colours and the urgency from scene to scene create such an energy. I don’t know how much input the artists had when creating their videos; however, it’s always been a match in my opinion. For videos, I enjoy the toggle between a bit of acting/storytelling and the artists performing. I’m new at this, so perhaps I’ll go back and study those a little deeper before making the next video for Yellow No. 5. We can’t come in lower than ‘Be Mine,’ so we’ll try to outdo it!”

What should a music video set out to accomplish? Do you feel like yours did that?

“A music video is a great way to put a face on the band members. It’s a way of capturing new fans and nourishing existing ones.

“Yes, I certainly believe we have accomplished that, and we cherish every new view! One must be careful not to interrupt the listener’s translation of the song, though. I wouldn’t want to ruin the fan’s relationship with the song, so staying a little bit generic can be good too. I know we did something right because this video is gaining more traction than all other Yellow No. 5 videos combined.”