In the mid 90s, the CT hardcore scene was bursting at the Jnco seams. Positioned equal distance between Boston and New York, our tiny state had a big presence, giving rise to such seminal hardcore acts as Youth of Today and Hatebreed, and the scores of local town bands that would open for them. Many of us played in, or at the very least carried the “merch bin” from the van to venue, and this is how I met songwriter Ryan White of “Stab You in the Head", "Eat your Face off”, and later “Call it Arson” from Old Saybrook, Connecticut.
Fast forward a few decades and Ryan offers to write my tire company a little jingle just for fun. After perusing the UD website for some language to inspire the lyrics, and a simple request from us for it sound like Bon Jovi, he sends us back the opus "The Dynamic Choice". Ryan overly over-delivered to say the least. As Patz and I listened to it for the first time together, the thinning hairs on top or our heads all but blew off the second the power cords hit and we immediately knew we had to attempt to do the release justice with a music video.
A music video for a small bike tire company seems off the mark a bit, but we are particularly delusional when high end rubber and Bon Jovi hooks are involved. We passed around a few ideas like filming this at the Greek Acropolis like my hero Yanni, but ultimately those plans fell through with the pandemic. I’m kidding of course, I am sure it was booked anyway.
Fast forward another year and we finally got the time allotted and slotted to shoot this video with collaborator and calibrator Kyle von Hoetzendorff behind the cam and editing board. With Pal Sal from Shovel Research over to cameo and take these photos, we outfitted ourselves from the bridesmaid section of TJ Max and knocked it out in a day in Patz' garage in Portland, Oregon-- although as far as you are concerned, this is concert footage from a world tour of a mega band at its peak-- with a passion for high thread counts.
We would like to thank Ryan White (if you want him to write you a jingle reach out!), Sal, Kyle and whoever did my minimal makeup (it was me).
Strap in for gravel re-entry and enjoy The Dynamic Choice!
Lyrics:
Braking Traction during gravel Re-entry, Luxurious High TPI
Supple mystery casing sourced from a Moroccan Street Bazaar
The Dynamic choice! The Dynamic Choice! The Dynamic Choice!
You're certified to ride the tires
I was J.F.F. Skids n' Jibs, Bunny Hoppin', Droppin' in, Hittin' the Brown Powder, Cornerin'. Race Compound Grey, Certified to ride the tires! Ooooh
The Supple Casing, The Knobs, The High Volume. Sniffin' the Rubber, my file tread was Raging! When I'm asked, "How high's your (my) TPI?" I SCREAM, "YOU CAN'T COUNT THAT HIGH! YOU CAN'T COUNT THAT HIGH!"
THE DYNAMIC CHOICE. THE DYNAMIC CHOICE. THE DYNAMIC CHOICE. YOU'RE CERTIFIED TO RIDE THE TIRES!
ULTRADYNAMICO (THE DYNAMIC CHOICE!) ULTRADYNAMICO (THE DYNAMIC CHOICE!)
