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I'm guessing it was someone on his "management" team wanted to showbiz up his brand. Epic fail. Although mostly up votes and positive comments on the vid.
Mellencamp's first manager Tony DeFries named him Johnny Cougar, he overcame that initial stumble and became a great songwriter. IMHO. I wouldn't hold anybody in Talkbass land too accountable in our first attempts to 'make it' either.
Not the worst song I've ever heard and the guy can dance. The blokes in pink tuxedos were utterly surplus to requirement though. Some female backing dancers would have set it off. better.