Welcome to the Southside neighborhood, y’all. Sam Hunt has released a wacky video for his latest single, “Hard to Forget,” which appears on his forthcoming album, named after the titular neighborhood.
Directed by Tim Mattia, the visual centers on a motel in Hunt’s fictional neighborhood of “Southside.” On display are the motel’s quirky tenants, from a goat-owning pistol-packing cowboy to a dejected drunk clown, and even Hunt playing chess with his screen double. You just never know who you’ll see at Southside Motel.
Besides “Hard to Forget,” Southside also includes previously released singles “Kinfolks” and “Downtown’s Dead.” The record, Hunt’s sophomore effort, is scheduled for release on April 3.
Watch the eccentric music video for “Hard to Forget” below: