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Johnny Cash “Hurt” DVD

20 February 2011

Store date: 8 March 2003

The DVD in this Amaray case contains only the music video for Johnny Cash’s cover of Nine Inch Nails’ “Hurt,” and nothing else, approximately three minutes of content. This package was a promotional tool, sent by the Lost Highway label to stores like mine to help push sales of the album – in this case American IV: The Man Comes Around.

The video was filmed by Mark Romanek, a veteran of the music video scene and director of the 2010 film Never Let Me Go. Visually, it is a concise summation of Cash’s life and, given the tone of the music and lyrics, feels like a premature eulogy (Cash passed away in September of that year). The “film” packs an emotional wallop, for sure, due in no small part to its use of cultural and religious iconography. If you haven’t yet seen it, I recommend viewing it either below

or by clicking through here to a higher-quality version on YouTube.

Not long after we received this video, there was an in-store event centered around a live performance with the band Blue Merle. After the gig, the band and some of their friends were hanging around and someone on staff decided to show them this clip. I remember a young ladyfriend of the band standing in front of the television (beneath it, really, as it was installed high on the back wall of the store), sobbing. Then Luke Reynolds, the band’s frontman, came back in from catching a breath of fresh air out back and wondered what all of the emotion was about, and we had to inflict the Hurt all over again.

For a better view of the package and video credits, click twice on the image above.

Do you want this item?  Just e-mail me at spitballarmy (at) aol (dot) com.  We can work something out.

From → DVDs, in-stores

  1. Ken Lenoir permalink

    I had never seen this Fred. Fantastic! Thanks for posting it.

  2. Tish permalink

    Wow, never saw that before.

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