Kevin Bronson on February 5th, 2019

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Singer-songwriter Cliff Beach is an old-school soul man. And like many vocalist down through history, the Washington, D.C., native, who matriculated to L.A. over a decade ago with his former band the Moon Crickets, finds inspiration at the source: gospel music.

Beach’s 2017 album “The Gospel According to Cliff Beach” paid homage to his roots as a player at his local church while growing up. On the single “Save My Soul,” he croons over a tasteful string arrangement and stirring gospel choir. He exudes the values of an earnest traditionalist: “I’d rather have peace / than silver and gold,” he sings tenderly.

The video for the single is a heartfelt plea to try a little tenderness — and think, perhaps, about the larger “soul” that needs attention. It stars Beach and was directed by Brian Sturges, who portrays a homeless veteran. “Los Angeles is a city that needs saving, with the number of homeless and near-homeless rising yearly, and us shouldering a debilitating renter’s crisis,” Beach says. “I wanted to highlight our homelessness issues and tell a compelling story that gives them a sense of hope and dignity, spotlighting also respect for our veterans.”

||| Watch: The video for “Save My Soul”

||| Live: Cliff Beach plays at Harvelle’s along with Quimica on Feb. 15. Info.