Country music also picked up on the trend of promotional film clips to publicize songs. Sam Lovullo, the producer of the television series Hee Haw, explained his show presented "what were, in reality, the first musical videos,"[21] while JMI Records made the same claim with Don Williams' 1973 song "The Shelter of Your Eyes".[22] Country music historian Bob Millard wrote that JMI had pioneered the country music video concept by "producing a 3-minute film" to go along with Williams' song.[22] Lovullo said his videos were conceptualized by having the show's staff go to nearby rural areas and film animals and farmers, before editing the footage to fit the storyline of a particular song.