Jelly Roll is following in the footsteps of a Country Music Hall of Famer with the music video for his song “Hands Up.”
The cinematic black-and-white Anthony Mandler-directed visual — which arrived Wednesday (July 15) — was filmed at California’s oldest prison — San Quentin Rehabilitation Center, the same location where the late country music legend Johnny Cash performed for inmates in 1958. Cash’s show at San Quentin would prove to be an inspiration for one of the prison’s inmates who would go on to himself become one of country music’s most revered singer-songwriters: Merle Haggard.
“These are not actors. This is not a movie set,” Jelly Roll captioned a preview clip of the visual on his Instagram.
The music video, which is available exclusively on Spotify for the first 48 hours, kicks off with Jelly Roll riding up to the prison before he walks through its security gates as armed security stands on guard, as text on the screen explains San Quentin’s efforts today.
“For many incarcerated men, the journey toward freedom begins long before the prison gates ever open. San Quentin now offers college classes, career training, restorative justice and reentry programs designed to prepare people for life beyond prison,” the text reads. “San Quentin’s mission is no longer just to hold people accountable. It is to prepare them to successfully return to their communities.”
As the country star walks through the facility to where his stage is set up, he leads a prayer circle and shares fist bumps with the incarcerated men who greet him excitedly. Taking the stage, he tells his audience, “What’s up, San Quentin? Let’s goooo!” and launches into his performance of “Hands On.”
As he sings, the visual cuts between scenes of Jelly Roll singing, to stories of how the men became incarcerated. At the end, after high-fiving the cheering men, the country star exclaims, “This has been amazing! Listen, if nothing else, we were all f–kin’ free together, baby.”
In addition to notching career accolades including a Billboard 200 chart-topping album (Beautifully Broken), earning three Grammy wins and nine No. 1 Country Airplay hits, Jelly Roll has built a reputation for speaking out about issues of addiction, mental health, incarceration and the power of redemption through his songs, on stage and on social media.
Earlier this year, when he was inducted as a Grand Ole Opry member, he was surprised ahead of his induction when Cash’s son, John Carter Cash, presented Jelly Roll with a gold cross necklace that had been worn by Johnny Cash.
The video for “Hands Up” is currently available to view only on Spotify. Watch the preview Jelly Roll shared below:
