New Kids On The Block - Never Let You Go

What this video is

Released in March 1994 as the third and final charting single from NKOTB's fifth album Face the Music, 'Never Let You Go' arrived at a critical moment in the group's trajectory. Having rebranded as NKOTB and shed their Maurice Starr-produced teen-pop origins, the group sought credibility via New Jack Swing producers Teddy Riley and Leon F. Sylvers III. The song failed to chart in the US but reached No. 42 in the UK…

Why it matters

Represents a pivotal but commercially underperforming attempt by a peak late-80s teen-pop act to pivot toward New Jack Swing R&B credibility. The Teddy Riley and Leon Sylvers III production places this squarely in the New Jack Swing canon, while Rolston's narrative-realist video direction…

The director

Matthew Russell Rolston (born March 1, 1955, Los Angeles) is an American artist, photographer, and music video director. Discovered by Andy Warhol for Interview magazine, he built an editorial career spanning Rolling Stone, Vogue, Vanity Fair, and Harper's…