What exactly is going on at the Southside? After Sam Hunt checks into this busy (but unusual) hotel in his new video, "Hard to Forget," viewers glimpse a cast of characters ranging from a hirsute clown to hostile card players. It's curious and colorful, plus it shows Sam's gift for melody -- and hints at what's to come on his upcoming album, Southside, dropping on April 3.

Hunt filmed the video at The Pink Motel in Sun Valley, California, which has been used as a film set everywhere from MacGyver to Vanderpump Rules to Netflix's GLOW. By the way, the country classic that kicks things off is "There Stands the Glass" by Webb Pierce, a cool twist that mirrors the '50s vibe of this video. Take a look at Sam Hunt's "Hard to Forget."