Did Eric Church’s Latest Teaser Video Go Too Far?

"Don't be fooled and head down the wrong trail."
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Eric Church

Eric Church (photo credit: John Peets)

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By Kurt Wolff

Throughout his career, Eric Church has worked to developed an image that’s dark around the edges and a little bit ‘outlaw.’ And so for the launch of his upcoming album The Outsiders, he and his team have been having fun dropping clues via a series of mysterious teaser videos, which have hinted at significant dates in the campaign (the live debut of his new single, for instance) as well as possible song titles and short audio clips.

For some folks, though, the video he launched yesterday appears to have gone too far.

As we reported earlier, that video was titled “One Will Rise and One Will Fall,” and it featured a clip of Taylor Swift speaking at an awards show, where she mentions she got a boost in her career by being added to a Rascal Flatts tour in 2006 after Church, who was the original opening act, was fired for playing too long. Her words are juxtaposed with a hand writing out the words “one will rise and one will fall.”

Spooky? Maybe. A dig at Taylor? Not likely. Yet some certainly took it that way. One writer wondered if Taylor was “the one that will fall,” another labeled it a “threat,” while still another didn’t mince words, calling the video “despicable, sickening, and downright dangerous.” Yikes.

In what appears to be a response to these reactions, the video has since been pulled (set to “private”).

Not one to sit still, Church’s camp reacted quickly. Today, a new video appeared, accompanied on the singer’s Facebook and Twitter sites with the simple message, “Focus on the clues and stay on course…”

The video is pretty simple this time, a 30-second clip that just shows a single message written out on paper. The message reads:

Mysteries may seem strange.
But that’s what makes them fun
Eric adores Taylor
For who she is and what she has done
You’re headed down the wrong trail
So we must stop this.
One will rise one will fall
Has nothing to do with Swift
Focus on the background
And shed light on the clues
On January 3rd
All will be revealed to you

To emphasize the message, the description also notes, “Don’t be fooled and head down the wrong trail, focus on the background throughout these videos. A reveal on Jan. 3rd will shed a light on everything.”

If you still wonder whether that original video was a threat against Swift, keep in mind two things. One, the hand writing “one will fall” ultimately erased those words — meaning, the one who fell back in the days of the Flatts tour was Church, but now that’s no longer true. Second, Church has said outright he harbors no resentment toward Swift regarding that tour–and in fact was somewhat amused by it all.

The new video is not terribly mysterious, but again we’re left wondering. We do have a date spelled out clearly this time (Jan. 3), but what will be revealed? Song titles? Tour dates? All we can say is, watch his previous videos again to see if you can find any clues you might have missed. And…stay tuned.

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