Alter Bridge - Open Your Eyes

What this video is

Released June 11, 2004 — exactly one week after Creed announced their breakup — 'Open Your Eyes' and its music video functioned simultaneously as a debut statement and a cultural rebrand. Three of Alter Bridge's four members (Tremonti, Marshall, Phillips) were ex-Creed, thrusting them immediately before Creed's enormous mainstream rock fanbase with a new frontman and a new identity. The video's warehouse…

Why it matters

This video represents a key artifact of the post-grunge-to-hard-rock transitional moment of 2004, when the genre's dominant act (Creed) dissolved and its constituent players attempted to evolve the sound. Alter Bridge's debut placed them alongside peers such as Three Doors Down, Seether, and…

The director

Dean Karr (b. February 22, 1965, Seattle, WA) is an American photographer and music video/commercial director. He earned a BFA from Washington State University and later attended the Art Center College of Design in Pasadena, CA. In 1996 he directed Marilyn…