The video is set in a barn where a small-town gathering is taking place. The crowd is watching film footage, scenes of weddings, homecomings, and football games. In in the same barn at a different time, Luke performs the song and is watching his own movie. Shaun (director) captured Luke viewing his film for the first time, so his reactions are real and authentic. His footage includes personal videos of his family while he was growing up as well as new footage shot in recent months, fishing with his dad, hunting with his two sons, holding his kids for the very first time. At the close of the video the people of the town are seen lighting lanterns to be lifted-up and released to the heavens.
“When I saw the footage of my boys with both their grandfathers and then the closeup clip of my brother basically looking at me it was so overwhelming,” said Luke. “I could not be prouder, not only of the message of this song, but also how this video turned out. I hope everyone enjoys watching it as much as I have.”
Music Row claims “Up” is “Beautifully produced, with airy, echoey space around Luke’s vocal. The melodic song holds snapshots of simple country living. Faith is the key. An endearing single with a new sonic direction for this superstar.” “Up” made its debut on the charts as the ‘most added’ song at country radio and is one of Luke’s fastest rising singles.