Sugar Ray - RPM - Full Edit - HQ (Video) 1997

What this video is

Released November 1997 as the second and final single from Sugar Ray's album Floored (Atlantic Records, June 1997), 'RPM' occupies a revealing transitional moment in the band's career. Having just achieved mainstream breakthrough with the reggae-inflected pop crossover 'Fly', Sugar Ray attempted to reassert their harder rock credentials with this heavier follow-up. The video premiered during the band's…

Why it matters

RPM sits at the documented crossroads of nu-metal and mainstream alternative rock in 1997. The song's guitar-forward production — with DJ Homicide's sonic textures functioning as a second guitar layer rather than traditional DJ scratching — signals the genre hybridity characteristic of the Floored…

The director

McG (born Joseph McGinty Nichol, August 9, 1968, Kalamazoo, MI) is an American director and producer raised in Newport Beach, CA. He began his career producing and co-writing for Sugar Ray before pivoting to music video direction, accumulating over fifty…