This is Greg Holden, a Scottish-English singer/songwriter who makes soaring, purpose-filled songs that carry real emotional weight.
For the "Hold On Tight" video, Holden teamed up with Jon Jon Augustavo, the director of Macklemore & Ryan Lewis' "Thrift Shop," to make something that would elevate the inspirational lyrics of the song.
The narrative video tracks five people who benefit from a random act of kindness — everything from getting a lift after their car breaks down to receiveng the heimlich maneuver — and then choose to pay it forward.
In the end, the chain of kindness comes full circle in a way that's heartfelt and moving without feeling saccharine.
"We wanted to find a way to convey a positive message without being cheesy," says Holden. "With a theme like this, you can definitely get into Hallmark territory, but we did our best to create scenarios that felt a bit more organic and natural."