Rock Me Tonite

The original concept for the video was Squier's. "[It] was based on the ritual of going to a concert," Squier recalled in 2011. "If we admit it, when we're getting ready to go out, we're checking our clothes and our hair." His idea was to show him doing that, paralleled by younger fans doing the same and then sneaking out to the show. He took it to Bob Giraldi, a director at the time much sought after in the wake of his highly successful video for Michael Jackson's "Beat It".[2]

According to Squier, he played the song for Giraldi and shared the concept with him. The director was initially enthusiastic, but then a week later changed his mind, saying it wasn't "something he'd want his kids to see." Mick Kleber, an executive at Squier's label, Capitol Records, clarifies that Giraldi was interested but wanted a bigger budget to work with. However, Capitol was not as open as other labels at the time to spending large amounts of money on videos, so he declined because he did not expect the label to be forthcoming (the final video was still the most expensive Capitol had put out at the time). Giraldi has said that Squier's original intuitions were right and that the video would have worked out had he directed it.[2]

Squier and his management then approached David Mallet, another popular music-video director of the time, whose work included Billy Idol's "White Wedding." Mallet put together some storyboards, but they were quickly rejected. "The first thing he showed me was a scene of me riding into a diner on a white horse," says Squier. "I was like, 'Get rid of him.'" Kleber thinks that Mallet may not have believed the song would be a hit, especially compared with some of the other videos he had done for Capitol at the time, and was just being courteous.[2]

By this point, a date had already been set for the video's world premiere on MTV. "We're running out of time," Squier recalls. Capitol and his management said they had talked to MTV about pushing the date back, but the cable channel couldn't guarantee a later date (Arnold Stiefel, Rod Stewart's manager, suggests that had Squier's management been firmer on this point, they could have held MTV to its commitment no matter what date was ultimately set).[2]

At that point, Ortega, a friend of Squier's girlfriend, called up Squier's managers and offered to direct the video. He had done choreography in some of Mallet's videos, and directed the clip for The Pointer Sisters' "I'm So Excited." Neither manager was particularly enthusiastic about Ortega, and pressured Squier to get rid of him. Capitol was disturbed that Squier had talked directly to Ortega, in contravention of their preferred practice, but deferred to him. "By going around the label, he had thrown down the gauntlet," Kleber says.[2]

Ortega suggested to him that he do some of the same moves he did during his show, without his guitar. Squier's idea was that the resulting footage should be grainy and in darker, subdued colors, evoking the 1980 film American Gigolo. He rejected a suggestion by Ortega that it look instead like Tom Cruise's air guitar scene near the beginning of the 1983 film Risky Business.[2]

Squier in a scene from the video

The shoot was held in Los Angeles within two weeks of the world premiere date. Squier showed up on the soundstage and saw the decorated set. It was not what he had envisioned, and he expressed his misgivings. Ortega reassured him that the finished version would look as he had wanted it to. "I didn't like the sheets but I trusted the guy." Tom Mohler, one of Squier's managers, asked Ortega to make sure there was footage of the band performing the entire song to use as coverage; he says Ortega promised to do so but did not.[2]

Mohler pleaded with Capitol president Jim Mazza to just cancel the video, but the label stood firm. "I wish I had had the balls to say to the label, 'We're not putting it out,'" Mohler laments.[2]

Squier was aghast when he saw the video. Capitol told him not to worry since the single was so successful, but his girlfriend told him it would ruin him. He was touring at the time, and recalls that as soon as the video came out, he stopped selling out shows, in some cases playing to half-empty arenas. "I couldn't figure out why Capitol didn't pull that video and make another one," said Warren DeMartini of Ratt, who were opening for Squier at the time. Squier learned later that he could have done so himself, as Bruce Springsteen had been able to do with a video he disliked. "Everything I'd worked for my whole life was crumbling, and I couldn't stop it."[2]

As a result, he fired both his managers within a month. While they understood why, it was painful for Mohler in particular, since Squier had been best man at his wedding earlier in the year. He hired Stiefel to replace them, finished his tour and then took two years to release his next album, Enough Is Enough.[2] He has never matched his early chart success since then.

In 2011, Squier talked about the experience as "an MBA course in how a video can go totally wrong."

The video misrepresents who I am as an artist. I was a good-looking, sexy guy. That certainly didn't hurt in selling records. But in this video I'm sort of pretty boy. And I'm preening around a room. People said "He's gay." Or "He's on drugs." It was traumatizing to me. I mean, I had nothing against gays. I have a lot of gay friends. But like it or not, it was more of a sticky point then.

While he is still angry at Ortega, who he believes purposely misled and exploited him, he is philosophical about the video. "The scars aren't that deep ... It's a bad part of a good life."[2]

Ortega has refused to accept blame for the video, saying it was filmed as Squier had conceived. "If anything, I tried to toughen the image he was projecting," he told the author of a 1986 book about the record industry. He claims he and the video's editor had their names taken out of the credits when they got frustrated over their lack of creative input. "Let there be no doubt, 'Rock Me Tonite' was a Billy Squier video in every sense. If it has damaged his career he has no one to blame but himself."[6] In 2012, Tannenbaum said that while researching I Want My MTV, he attempted to contact Ortega to get his response to Squier's complaints. He said the director's representatives delayed him until after the book's deadline passed, so he never got an answer.[7]

Writing for Ultimate Classic Rock, Jeff Giles disagrees with the assessment that the video ended Squier's career: "Just a quick scan through the top rock hits of 1983 and 1984 is all you need to find evidence that Squier was hardly alone in filming cheesy, low-budget or gender-bending videos."[8]