Every Morning - Sugar Ray

What this video is

Released in early 1999, 'Every Morning' represents the apex of alternative rock's absorption into mainstream pop culture. Sugar Ray, originally an Orange County funk-metal act, had completed their genre pivot begun with 'Fly' (1997), and this video visually codifies that transformation — the roller-rink setting evokes 1970s nostalgia and Chicano low-rider culture (mirroring the song's interpolation of Malo's…

Why it matters

A canonical document of late-90s alt-pop crossover aesthetics. 'Every Morning' reached #1 on Billboard's Modern Rock Tracks and #3 on the Hot 100, making it one of the defining chart events of 1999. The video's McG-directed roller-rink staging became a recognizable cultural touchstone, and its…

The director

Born August 9, 1968 in Kalamazoo, Michigan. Raised in Newport Beach, CA. Holds a B.A. in Psychology from UC Irvine. Began career producing and co-writing for Sugar Ray before pivoting to music video direction. Accumulated 50+ video credits including work for…