98º - I Do (Cherish You)

What this video is

Released in July 1999 as the fourth and final single from 98 Degrees' platinum album '98 Degrees and Rising,' 'I Do (Cherish You)' arrived at the absolute zenith of the boy band era, when Backstreet Boys, *NSYNC, and 98 Degrees dominated MTV and radio simultaneously. The song, a cover of a 1998 Mark Wills country hit written by Keith Stegall and Dan Hill, was recast as an adult-contemporary pop ballad and placed on…

Why it matters

A flagship example of late-1990s boy band adult-contemporary balladry, this video demonstrates the era's formula of blending narrative romantic storytelling with aspirational performance staging. Its chart peak of #13 on the Billboard Hot 100 and success on Adult Contemporary radio cemented 98…

The director

Wayne Isham (born December 2, 1958, Vinita, Oklahoma) is an American director who has helmed over 150 music videos for major artists since the 1980s. Inspired by David Bowie's 'Ashes to Ashes,' he built his career across rock and pop, earning a Latin Grammy…