The Xcerts – Hold On To Your Heart (Official Music Video)
For the final chapter of our creative collaboration with The Xcerts, “Hold On To Your Heart” became the most emotionally resonant music video in the campaign. Directed by RIOT founder Chris “MUG5” Maguire, this video brought the heartache and catharsis of the title track to vivid life, blending intimate, heartfelt performance with cinematic grandeur inspired by the emotional storytelling of 80s cinema.
Filmed entirely in a single day, this production embodied the DIY ethos and sheer passion that defines our approach at RIOT. With just a three-person crew, we embraced the unpredictability of the day, allowing the weather to become an unplanned collaborator. Torrential rain drove us to take shelter in Fat Boy Slim’s greasy spoon cafe, while shifting clouds created dramatic natural lighting. By the time blue skies opened up over Brighton Beach, it felt like the heavens themselves were helping tell the story.
A still from The Xcerts’ “Hold On To Your Heart” music video, featuring Murray Macleod against a cinematic blue sky backdrop.
From graffiti-covered walls in Brighton City Center to the iconic shores of the beach, every location was carefully chosen to mirror the emotional arc of the song. These backdrops served as a canvas for lead singer Murray Macleod’s gripping performance. His portrayal as a heartbroken yet hopeful protagonist channeled the raw vulnerability of the lyrics, speaking directly to the audience with an unflinching honesty. As the song implores listeners to hold on through the darkest times, Murray’s gaze and delivery make it feel like he’s singing to each of us personally.
The video is intentionally minimalist, with the focus rarely straying from Murray. This creative decision ensures the emotional weight of the song remains front and center, while the dynamic visuals—contrasting the bleakness of stormy skies with the warmth of sunlight—offer a sense of light at the end of the tunnel. It’s a visual metaphor for the message of hope that drives the track.
“Hold On To Your Heart” is the culmination of a year-long journey with The Xcerts. From reimagining their logo and single artwork to crafting three distinct music videos, we worked alongside the band to tell the story of their album cycle from every angle. Each project reflected a different aspect of the album’s themes, and “Hold On To Your Heart” became the emotional anchor of it all. We’re immensely proud of this campaign and look forward to seeing The Xcerts soar to even greater heights with their upcoming work.
Credits
Client: The Xcerts
Agency: RIOT
Produced By: Chris “MUG5” Maguire
Director: Chris “MUG5” Maguire
Director of Photography: Richard Shelton
Production Assistant: Richard Humphris
Talent: The Xcerts
Talent Manager: Julian Deane
Editing, Color & FX: Chris “MUG5” Maguire
Assistant Editing: Nastassja Simone
The Xcerts: Hold On To Your Heart Official Music Video
The Hold On To Your Heart video embed from the bands Youtube page.
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