After the country ballads of Keith Urban ‘Somewhere In My Car’ (2014) and Erich Church ‘Talladega’ (2014), the two country musicians collaborated to a dynamic song, ‘Raise ‘Em Up’, released in January 2015. The song is the story of flight or rising, as suggested by the artists.
The video of ‘Raise ‘Em Up’ was shot in sepia, similarly to the latest videos of Keith Urban. It debuts with the image of a little girl, carelessly dancing, as the audience waves candles. The next scene shows a happy couple dancing next to a car, a man opening a bottle of champagne, a teenager dancing to the American flag and another one performing a gymnastic exercise.
The presence of the artists is minimal, the characters of the videos as children, teenagers or parents being presented in contexts suggesting the image of ascending.
Additionally, visual metaphors as Love painted on the palm of a character or the kiss of a happy couple are used by the directors to express the image of ascending through positive attitudes.
As the song develops, more suggestive images are shown, as a child carried by his father on his shoulders or another child raised by her father to the sky, suggesting the idea of elevation expressed by the title of the song.
In the case of mature characters as a painter finishing his work, the image of flight is expressed by his attitude of raising his hands to the sky, satisfied by his creation. Similarly, a woman takes the hand of his partner, to suggest the happiness she feels. The end of the video highlights the presence of a diffuse light, gradually disappearing.
‘Raise ‘Em Up’, launched as the fifth single promoting the artist’s studio album ‘Fuse’ (2013), was written by Jaren Johnston, Jeffrey Steele and Tom Douglas, creating Lady Antebellum’s ‘I Run To You’, Tim McGraw’s ‘Southern Voice’ or Jake Owen’s ‘Days Of Gold’. In the case of Keith Urban, the team of songwriters also created ‘You Gonna Fly’ (2011).
The country artist collaborated in the production of the song, along with Nathan Chapman, previously mastering successful albums for Taylor Swift and Point of Grace.
The video of ‘Raise ‘Em Up’, premiered in April 2015, was directed by Chris Hicky, also creating for Keith Urban ‘Come Back To Me’ (2015) and ‘Raise ‘Without You’ (2011), focusing on the innocence expressed by children or teenager’s natural attitudes as jumping or dancing, influenced by the music of Keith Urban and Eric Church.