Matchbox Twenty - Back 2 Good

What this video is

Released in September 1998 as the fifth and final single from Matchbox Twenty's diamond-certified debut album 'Yourself or Someone Like You', 'Back 2 Good' arrived at the apex of post-grunge's mainstream commercial dominance. The song peaked at #24 on the US Billboard Hot 100 in 1999, making it the band's highest-charting single from the album on that chart. The carnival visual metaphor — disorienting, transient,…

Why it matters

A key artifact of late-1990s post-grunge's MTV video grammar, demonstrating how alternative rock acts leveraged cinematic, high-concept visual production to compete with the rising dominance of hip-hop and pop on music video channels. The video's carnival conceits and rapid editorial rhythm…

The director

Emmy-nominated American filmmaker and co-founder of commercial production company PRETTYBIRD. A native Californian who majored in Radio, TV, and Film at Cal State Northridge, Hunter entered the music video world in 1995 and rapidly became one of the…