Orange County duo WHIT3 COLLR just released the music video to their single “Endless Hours,” fresh off the release of their debut single, “16 Sweet.”
As the band release their video to the masses and prepare to play a collection of live shows this fall, New Noise caught up with WHIT3 COLLR to chat about their new video, budding musical career, and plans for the future.
What is the theme behind the music video, and how did you come up with it?
The theme of the video is love and loss. It tells the story of a relationship that burned bright, but in the end, faded out. Like the lyrics, the video addresses how when you are in a great place, sometimes you take it for granted, believing that you have endless hours, when in reality, time is finite. We collaborated with our incredible director Tony Hsieh from Shriller Creative to finalize the theme.
What was the process like for making the video?
It was a super fun, two-day shoot. Jumping between a cool light room, rain room, and the beautiful beaches of Palos Verdes and Corona del Mar, it felt like we were on vacation and not actually working to shoot a music video. Shoutout to the amazing and talented Autumn Miller for being awesome to work with.
What are the lyrical themes in the song, and what was the writing and recording process like?
The lyrics speak in a bittersweet tone, reminiscent of the good times, yet with the realization that things will never be the way they once were. The song is full of passion, love, and heartbreak, and as it progresses, the listener experiences the ebbs and flows of this love story from a firsthand perspective.
The song began as a piece on piano. During quarantine, Will added the other instruments and developed the lyrics to create a full song. Once we linked up with producer Jon Joseph, we added more synth while we were messing around on a keyboard. The rain effect was added to convey the emotional feel of the song.
Do you have a full album, tour, etc. that you also want to promote?
We are releasing our next single, “Sunset Cruising,” on all platforms on August 27. We also have a few upcoming show dates in Southern California, including shows at the Viper Room and the Whisky in August.
You all have been friends since the seventh grade—how does that show up in your music in terms of closeness and bond?
You can tell in the energy of our live shows our closeness and chemistry. On the album, the arrangements also demonstrate our ability to play off of each other.
Where would you like the band to be in five years?
Signed to a major label, touring internationally, having put out at least three albums by then.
Is there anything else you’d like to add? Thanks!
Will is the reigning champion on Danny Wimmer Presents’ show Riff Wars: King of the Hill. You can tune in to DWPresents’ Twitch Channel on Tuesday, August 3 at 3:30 p.m. PT to watch and vote in the next round. We also would like to say that we are incredibly appreciative for the positive reception our first two singles have received. We are humbled and grateful!
For those in Southern California, WHIT3 COLLR have a handful of dates coming up for the month of August, with more to be announced. Find those dates here:
Aug. 14 – Los Angeles, CA – The Viper Room
Aug. 15 – Costa Mesa, CA – OC Fair
Aug. 28 – Los Angeles, CA – Whisky A Go Go
Check out the new video for “Endless Hours” below:
Photo courtesy of WHIT3 COLLR.