Kenny Chesney is no stranger to thinking outside the box. The country legend continues to stretch the bounds of his artistry, this time teaming with SiriusXM for the rollout of an unconventional video for an album track from Cosmic Hallelujah, “Rich and Miserable, which premiered 4/28.

The presentation itself is groundbreaking–a video world premiere on a satellite radio platform. “Rich and Miserable” was teased on SiriusXM’s homepage, The Highway and Y2K Country without the artist’s name or music, only snippets from a lecture by actor John C. McGinley about happiness, values and what really makes someone rich.

“I think there’s so much more to what goes on a record than radio can play,” Chesney said of the decision, “and some songs need to be heard. For ‘Rich and Miserable,’ it felt like it was addressing so many of the things we’re sold and told–about what makes us happy, or we’re supposed to want or are expected to do. I didn’t want that message getting lost, so we decided to skip a video on some of the singles and do this instead.”

SiriusXM Senior VP/General Manager, Music Programming Steve Blatter was completely onboard with the concept. “Kenny Chesney has always been an artist who’s brought innovation to his music. When we started talking about what he wanted to do, it was so unconventional – and yet, it made sense,” he said. “Like SiriusXM, he’s always trying to find a deeper way to explore the music, so we were delighted to partner with him on this world premiere.”

Watch the video for “Rich and Miserable” here.