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."
The video's release date, Feb. 17, coincides with Random Acts of Kindness Day 2015, or "RAK15," "a global movement using social media and real world engagement to change the world one random act of kindness at a time."
View this video on YouTube
"We wanted to encourage other people to pay it forward and hopefully create a domino effect," says holden. Similar to the "Ice Bucket Challenge," RAK15 asks people to challenge their friends to perform one random act of kindness within 24 hours.
Watch the "Hold On Tight" video below (you might need some tissues) and check out Holden's suggestions on how to perform your own random act of kindness here.
View this video on YouTube
Holden's debut album Chase The Sun is out April 14 and available for pre-order now.