PRETTYMUCH Throws It Back To The ’90s In Their “Would You Mind” Video
2017 has seen something of a boy band revival with acts like In Real Life, Why Don’t We and Forever In Your Mind making waves. Leading the pack, however, is PRETTYMUCH. With Simon Cowell in their corner, the guys have had access to the hottest producers and songwriters — and it shows. The handiwork of hitmakers Savan Kotecha and Jacob Kasher, “Would You Mind” is a breezy throwback to the ’90s R&B of New Edition and Bel Biv DeVoe — albeit with a power pop chorus that immediately caught the attention of radio programmers.
PRETTYMUCH roll out the video this morning (September 15) and it also has a pleasing retro vibe. Director Emil Nava begins the clip with a grainy, VHS filter and documents the band’s close bond. There’s a lot of goofing around, a little skateboarding and a road trip, but it all comes together to show off the band’s biggest selling point — their knack for furious choreography. (They are all accomplished dancers). Watch Brandon Arreaga, Nick Mara, Zion Kuwonu, Austin Porter and Edwin Honoret in action up top.