PRETTYMUCH's '10,000 Hours' Video Is Like Arts And Crafts Gone Wild

A decade ago, author Malcolm Gladwell recommended a popular theory: in case you wish to be an expert at something, you'll partly need to devote 10,000 hours of practicing that thing completely. PRETTYMUCH know this, clearly, and they've devoted an entire song (and right now, a video) to that concept. Their objective? To love you as completely as possible. Aw.


In the new video for the appropriately named "10,000 Hours," the five guys sing, dance, and mug in front of a gigantic white canvas and dressed in all white. This can only mean one thing: it is time to get messy.


This video is remarkable for how the striking white cloth everywhere is basically a provocation — "Please, spill some paint on me," it says softly, and Brandon, Edwin, Austin, Nick, and Zion have no choice however to comply. While in the clip, they're creating their own separate works of art along with contributing to the larger one. They're also tossing it and dripping it all over each other.


On social media, the musical group has recommended instructions on how you could enter to win a part of that artwork. Check out their Instagram story for more specifics. And below, watch what happened as soon as MTV News followed PRETTYMUCH around for a full day last summer.