Ohio born and bred John Reuben is prepping to release his third album on Gotee Records. However, in the meantime, Reuben offers up a new DVD single featuring his two music videos with commentary. While this DVD is about as simple and stripped-down as you can get, what you do get is quality and some splendid candid footage.
John's extremely clever and equally fun video for "Doin'" opens the disc. An incredibly catchy song that pokes fun at emcees with inflated egos (I got it right this time, John! :) Please forgive me!), "Doin'" is the highlight of Hindsight and is given the concept video treatment it deserves here. As if that weren't enough in itself, a sleepy Reuben takes the viewer into a local Wal-Mart Supercenter in the morning to offer commentary for the video while watching it on a screen in the electronics department. It was cool to not only hear Reuben's commentary, but to see him as he watched his own video as we also get to watch it in an inset on the screen.
The song that put John on the map, "Do Not," is next, with a video almost as memorable and creative as the previous. It features John seeking out gigs while masquerading as an ice cream truck driver during the day. The commentary finds John in the electronics department of yet another department store, this time he doesn't quite make it all the way through the video before he's asked to leave (Note: the censor beeps are merely the store name being censored out. Also, John had informed us that as he's walking away, he says "it's all good" which has been misinterpreted as profanity. We agree that it's indeed not profanity).
Overall, I loved this project. The videos are great and the commentary a must-see. While it might not be worth the seven hard-earned bucks for just four items on the disc, Reuben fans will certainly not want to miss this project.- Review date: 7/23/03, written by John
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