The song's music video has contributed to its widespread popularity. The clip, directed by Brendan Canty and Conal Thomson of small production company Feel Good Lost, follows the relationship between two men and the subsequent violent homophobic backlash. Upon its YouTube release in September 2013, the video quickly began to go viral, leading to Hozier's subsequent license with Columbia Records US and Island Records UK.
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The song initially attracted US attention in Nashville via an adult album alternative radio station. It became the top song for the area on music identification application Shazam, which led to its appearance on a local top 40 station. See more