George Collins's "By The Time" Music Video is an Americana Farewell with the Soul of a Short Film

With the release of the official music video for “By the Time,” George Collins proves once again that his talent extends far beyond simply writing songs.

He creates moments, both visual and sound, that feel deeply human and are rich with narrative texture. This latest single from his forthcoming album New Ways of Getting Old finds its perfect visual companion in a quietly cinematic, character driven barroom scene that unfolds with the pacing of a short story.

Shot on location at Max’s Steakhouse in Prague, the video instantly transports the viewer into its warm atmosphere. The opening shots establish a bar where stories are told in the quiet space between words.

Collins sits alone at a table, pen in hand, capturing the intimate act of writing a “Dear John” letter to a relationship that’s run its course. The space between the lines is filled with the gentle strum of his guitar and a voice that balances resignation with resolve.

Directed by Thomas Cruz and filmed by cinematographer Jarda Malina, the video’s visual language mirrors the song’s tone perfectly. It's steady, unhurried and patient enough to let the viewer soak in every detail.

Bartender Max Munson offers subtle warmth in his role, becoming a kind of silent witness to the scene.

Musically, "By The Time" is steeped in the traditions of Americana, folk and Outlaw Country. Its roots stretch toward Tom Petty’s melodic clarity, Chris Stapleton’s grit, Steve Earle’s narrative grit and George Strait’s understated cool, with just enough of Ray Davies’s observational sharpness and Jimmy Buffett’s wry warmth to keep things uniquely Collins.

Built around a riff he first wrote years ago, the track preserves its acoustic DNA all the way through, a choice that allows the storytelling to remain front and center.

The song’s lyric “By the time you’ll be getting ‘round to reading this…” is like the opening sentence of a short novel. The words carrying both the weight of goodbye and the freedom of release, with Collins’s vocals suggesting that while regret exists, it’s tempered with optimism.

And then there are the details that reward a closer look. The opening background track playing through the bar’s speakers is none other than Collins’s previous single, “Open Up.” This earlier song explored the complicated bravery of choosing connection later in life, and hearing it bleed gently into the scene adds a quiet, connective thread between Collins’s works.

“By the Time” is the third single from New Ways of Getting Old, and it is Collins’s most ambitious project to date. A 14 song collection that moves fluidly between genres - guitar driven rockers, soulful ballads, gospel inflected grooves, twang laden Americana and even a touch of reggae.

For those new to George Collins, his work is often described as the equivalent of the Great American Novel, with songs that feel instantly familiar yet manage to say something fresh. Born with an ear for melody and a deep respect for tradition, Collins blends storytelling and musicality in a way that invites repeated listens.

In the "By the Time" video, this ethos is fully realized. Not just a visual accompaniment, but an extension of the song's emotional architecture. By the closing frame, the viewer has not just witnessed a goodbye. They have sat at the same bar, heard the clink of the glass, felt the scratch of the pen and carried the weight of the letter themselves.

This is what George Collins does best. In "By The Time" it's a world you won't want to leave anytime soon.

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Listen to "By The Time" on Spotify now!