Grammy-winning sibling duo for KING & COUNTRY is making waves once again with their latest release, “What Are We Waiting For?” The Australian brothers, Joel and Luke Smallbone, have not only unveiled a captivating cinematic music video but have also announced the upcoming deluxe edition of their album of the same name. Known for their creative and adventurous approach, the duo continues to captivate audiences with their unique storytelling.
The inspiration behind the video’s concept struck Joel and Luke while they were in Canada over Memorial Day weekend. With the guidance of their head of socials and creative, the Smallbone brothers recognized the significance of the title track “What Are We Waiting For?” and its connection to the overarching desert theme of their album. A monologue in the album liners alludes to living in a “no man’s land,” and the brothers were determined to bring this allegory to life.
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During an interview, Joel Smallbone recalled the moment they decided to turn the concept into a reality. Seated in a small Nashville-area movie theater, where they planned a viewing party for the band and their families, they realized that the video should embody the essence of the album. With less than two weeks until they would be in California, the duo seized the opportunity to capture the allegorical essence of their music in the Mojave Desert.
With their characteristic determination, for KING & COUNTRY mobilized their team, rearranged plans, and managed to craft a video treatment, secure the budget, and formulate a strategy within just 72 hours. The result was the release of the compelling “What Are We Waiting For?” music video.
Accompanying the video release is the announcement of the deluxe edition of the album, titled “What Are We Waiting For?+” The 17-song album features not only the title track but also the duo’s recent four consecutive No. 1 singles: “TOGETHER (feat. Kirk Franklin & Tori Kelly),” “RELATE,” “For God Is with Us,” and “Love Me Like I Am.” The album also includes previously released duets and two new originals, “Better Man” and “Love Me Like I Am.”
Luke Smallbone explained the significance of the album’s message, stating, “The statement of ‘What are we waiting for’ was meaningful to us because that’s what we’re asking ourselves.” The brothers contemplate various aspects of life, from caring for loved ones to pursuing personal growth, conveying a sense of urgency and action.
The music video for “What Are We Waiting For?” beautifully captures this sentiment. The video opens with Joel Smallbone emerging from the desert sand, symbolizing breaking free from past limitations. As the video unfolds, a sandstorm ensues, leading to a powerful visual representation of overcoming challenges. The video’s themes resonate with the Smallbone brothers’ desire to inspire others to seek more profound meaning in life.
Throughout the video shoot, the band encountered challenges, from singing through dust-filled air to navigating the remote desert location. However, the unwavering dedication of the crew, band, and families involved underscored their commitment to bringing their vision to life.
As fans eagerly anticipate the release of the deluxe album on September 15, for KING & COUNTRY’s captivating storytelling and their ability to convey powerful messages through their music continue to shine, inviting listeners to reflect on life’s journey and its transformative possibilities.