Everyone has some sort of fire inside them - that intangible spark, the passion inside your soul, the very inspiration to keep going no matter the obstacles that may stand in your way. In this new Roots video, Rik Cordero produces a mini-film, a cinematic narrative to accompany "The Fire" as its' score. Unlike any music video I've seen before (perhaps coming closest to M.I.A.'s epic "Born Free" video), Rik is definitely doing something different here. With a full cast of characters set in a fictional post-apocalyptic Europe just after WWII, Rik takes us through a bloody, violent and hopeless march toward the unknown. Ultimately it is the one character, a prisoner who's inner fire truly burns brightly, who survives, and receives what is supposed to represent the key to survival. I must admit that I didn't pick up on all the symbolism the first time around, but after a few watches I can definitely appreciate this ambitious piece of art. Here's what Rik had to say about the video: "'The Fire' is one of my favorite tracks off HIGO and really feels like something you'd hear in the theater. The line 'you don't say good luck, you say don't give up' inspired me to create a period piece narrative that stays true to the lyrics while adding another layer to the interpretation."