VIDEO: Hands of Time - S.I.N.siZZle

SIN.SIZZLE - Hands of Time from 86HourPhoto on Vimeo.

When S.I.N.siZZle got serious about his music career, it wasn't hard to tell. He committed to putting in 110% and it shows every time. His last video, "Never Scared," was slick & cinematic work and he's raised the bar here with "Hands of Time," another single off his Winters in Vermont EP.

Shot and edited by 86 Hour Photo, this is a lush, colorful celebration of the legacy of DJ A-Dog -- and that legacy is considerable. As we enter 2018, it's safe to say that Andy Williams had a bigger impact on Burlington, VT than most mayors did.

Remember: A-Dog Day 2018 is only eight months away. Stay tuned.

Since it's mostly other artists reading this, take a minute to examine the moves behind this video release. First and foremost, S.I.N.siZZle put in a lot of footwork before he launched this: lining up sponsors, letting media outlets know, and coordinating with the team at Friends for A-Dog. As an artist, you should never be just waiting, even if other players on your team are behind schedule.

Second, he's still putting in work on his latest project. Until you drop a new project, your latest project should always be brand new: your whole focus, your main pitch. We crave big moments too much. It's how we are wired as primates. But merely releasing music is a fleeting high. Those peaks never last. What you need to focus on in 2018 is generating sustained attention, a steady conveyor belt of new people getting introduced to your latest project.

This is what Jibba "The Gent" is doing with his PR campaigns, this is what Jarv is doing when he keeps feeding hip hop blogs his patented viral videos, this is what Loupo is doing when he jumps on festival gigs or does work with Noise Ordinance. Make reaching new ears and eyes a routine, like reading books or brushing your teeth.

Finally, props to whoever is behind 86 Hour Photo -- the opening shot of this video was crazy.