The song made Soul Asylum superstars, if only for a little while. Pirner is still involved with The Center for Missing and Exploited Children, the organisation with whom they worked with on the video. I thought that was quite an accomplishment.” So we really slipped it around the system. “They’re going: ‘This is supposed to be a promotional tool for your record you’re not supposed to be making some sort of social/political statement here.’ And you’re like: ‘Yeah, but why don’t we try?’ You’re even dealing with adversity from the people you’re making it with sometimes. “You have a situation where people don’t even get it,” Pirner says. The Story Behind The Song: Bryan Adams' (Everything I Do) I Do It For You.The 10 best Soundgarden songs that aren't Black Hole Sun.The 10 best songs by The Replacements, by Laura Jane Grace.The Story Behind The Song: We Care A Lot by Faith No More.We asked him what he was talking about, and he said: “The kids on milk cartons – we should try to find them.” And I was like, wow!” The video was such a radical concept that initially Columbia, Soul Asylum’s record label at the time, almost nixed the idea. And it’s something that we just sorta came by, from Tony Kay, the director of the video, going “milk cartons, milk cartons”. And that’s something that probably doesn’t happen enough. It was a really cool experience to realise that – wow! – there is the potential for entertainment to have a positive effect on the real world. “To me, I couldn’t believe you could actually transcend the music video and have it cross over into real life. “They did a version in Canada, and they did a version in England, and it really kinda caught on in a public service announcement sort of way. “Whatever good came out of it I think is something we should be proud of,” he says. The video showed photographs and names of missing children, and ended with a plea from Pirner: “If you’ve seen one these kids, or you are one of them, please call this number.”Īlternative versions were edited for other countries and other children, and in the end several families were reunited with their estranged kids.Īlthough runaway children was not what Pirner had in mind when he wrote the song, he ultimately saw the opportunity to do some good. Eschewing the usual rock’n’roll clichés, Soul Asylum chose to deliver a message with their clip. In 1993, when Runaway Train was released, a single’s success could hinge on a strong video.
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