SUMMERCAMP - Drawer (Music Video) - Pure Juice - Tamra Davis

What this video is

Released July 1997 at the apex of MTV's alternative rock programming dominance, 'Drawer' represents the Maverick Records / Reprise strategy of signing California college-rock acts for mainstream crossover. Summercamp — an alternative rock quartet from Santa Barbara, California — issued Pure Juice in 1997 with Chris Shaw producing, and toured the second stage of Lollapalooza 1997, Pukkelpop, and the inaugural Fuji…

Why it matters

Documents the mid-90s California alt-rock sound at a precise cultural inflection point — between the commercial peak of grunge and the rise of post-Britpop indie. As a Tamra Davis-directed MTV video from 1997, it sits alongside her concurrent Hanson videos ('MMMBop,' 'Where's the Love?') as part…

The director

Tamra Davis (b. January 22, 1962, Studio City, CA) is an American director of film, television, and music videos. She directed over 155 music videos across her career, working with artists including Tone Lōc, Depeche Mode, NWA, Sonic Youth, Indigo Girls, and…