Country star Eric Church hustles resin in new video

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Eric Church, YouTube The plastic fun starts at the 1:40 mark of the four-plus minute video when Church is visited at home by a shady, 1970s drug dealer-looking guy who takes Church aside and shows him a small bag of black resin.

It’s a real shame that plastic resin isn’t featured in more music videos. Country music star Eric Church is out to change that.

Church last month released the video for “Desperate Man,” the first single off his new album — also titled Desperate Man — which comes out in October. The video portrays Church and pals somehow stealing his music back from his recording label to get it directly to his fans.

The video, by the way, has nothing to do with the lyrics of the song. The song itself shows how much country music has changed over the years. With its rollicking beat and backup vocals, “Desperate Man” could have been an R&B hit in 1975.

The song’s retro sound extends to the video, which has Church driving a paneled station wagon and talking on a wall phone and apparently takes place in the late 70s or early 80s.

The plastic fun starts at the 1:40 mark of the four-plus minute video when Church is visited at home by a shady, 1970s drug dealer-looking guy who takes Church aside and shows him a small bag of black resin. Church checks it out then strikes a deal with the guy.

At the 1:52 mark, we see the dealer guy buying barrels of the black resin from some other guys in the back of a truck. At the 2:19 mark, the black resin is being poured into a press, and at the 2:24 mark, the melted resin — apparently PVC — is being pressed into vinyl records.

That’s it for the plastic content of the video. The rest of the video shows Church airlifting the new album to his fans and evading EMI agents dressed to look like FBI agents.

Church is a fairly big deal in the country music world. Two of his albums have won Album of the Year from the Country Music Association. He’s sold around 6 million albums over the course of his career.

Church’s hit songs include “Drink in My Hand,” a country No. 1 that also cracked the pop Top 40. He's also a big live draw, touring with the likes of Kenny Chesney, Jason Aldean and the Zac Brown Band.

But this whole plastic resin thing just might take his career to the next level.