Kid Rock - Cowboy

What this video is

Released as the fourth single from Devil Without a Cause in August 1999, 'Cowboy' arrived at the apex of rap-rock's MTV dominance and is documented as a pioneering work in the country-rap genre. Billboard and Kid Rock himself described the song as a cross between Run DMC and Lynyrd Skynyrd. The video's road-trip narrative, set against a sun-scorched American Southwest backdrop, visually literalized Kid Rock's…

Why it matters

Documented as a genre-founding artifact of country rap, 'Cowboy' fuses hip-hop, country, Southern rock, and heavy metal in a format that predated and influenced the hick-hop and bro-country movements. It was Kid Rock's first Hot 100 entry (peaking at #82) and reached #5 on Billboard Modern Rock…

The director

David Charles Meyers (born October 19, 1972, Berkeley, CA) studied Film Production and Philosophy at Loyola Marymount University, then worked through Paramount and Fox studio systems before pivoting to music videos. He has directed 200+ videos, won 12 MTV…