Joe Nichols Ages 30 Years For New Music Video

Nashville, TN (Universal South Records) -- Joe Nichols just completed shooting what may best be described as the most conceptual and adventurous music video of his young career. For his hit single, "I'll Wait For You," Nichols was involved from beginning to end in a 20 hour shoot. Four of those hours were spent in makeup, the time it took to age the handsome vocalist some 30 years. The aging was necessary because the premise of the music video follows a lifelong love story, with the lead character played by Nichols. The artist also had a heavy role in developing the concept of the music video with director Warren P. Sonoda.

"When I first read the treatment for the music video, I absolutely loved it," Nichols said. "I knew immediately I wanted to play not only the 'young' man, but I also wanted to get totally into character and play him in his 60's as well. Then I found out how long I had to sit still in a makeup chair. I have a really hard time standing still for 4 minutes, much less sitting for four hours. But the treatment was so touching and beautifully conceived, I wanted to do it.

"As much as I love the end result, I have to add this," Nichols continued. "Ladies, I do not envy you at all where makeup is concerned, and I have a newly acquired understanding of all the time I have spent waiting for dates to finish putting on their makeup."

Produced by Clarke Gallivan and directed by Sonoda, the music video was shot in a Nashville area church. Atlanta-based makeup artist Toby Sells was brought in to turn Nichols into a 60-year-old version of himself.

Watch for the premiere of "I'll Wait For You" in the coming week. The single is already a Top 25 hit, and continues to march up the charts.