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Ernest Sweetens His Courtship in His Latest Video “Sugar”

A first-of-its-kind in Country music, the video is directed by Justin Clough and brings ERNEST’s beach-town jam to life in 3D heartbreak. Turning the hyper-creative artist into a series of avatars and dropping them into a “South of the Border” game map, it plays through a breezy but bittersweet love story – all about a vacation romance that never checked out of his heart.

“This is not the video I was expecting, but I couldn’t be more happy with the outcome,” shares ERNEST. “I’m very thankful for the team that came together to make this odd dream a reality. These are different times, and that didn’t allow us to do your typical Country music video. The song was written with a wink and a smile, and I think the video does a good job of portraying that. I hope people enjoy it as much as I do.”