Eric Church hasn't done much in his career the conventional way, and releasing the video for his latest single, 'Cold One,' is no exception.

Friday, Aug. 8, Church shared the video exclusively to members of his fan club, The Church Choir. Saturday and Sunday, Aug. 9 and 10, the singer-songwriter unlocked it on his website for anyone who entered their e-mail address or social login. Today (Aug. 11), the video is available on all major video outlets, including CMT, GAC, VEVO and others.

Church included his band members in the video as both performers and actors. Directed by Peter Zavadil ('Born to Fly,' 'You're Gonna Miss This,' 'Springsteen'), the video was shot at a beer warehouse and bar near Nashville.

'Cold One' is the third single from Church's No.1 album, 'The Outsiders,' which was released in February. While the record has already spawned the chart-topping single, 'Give Me Back My Hometown,' the North Carolina native says he didn't write any of the songs with the intention of hitting the airwaves, because he doesn't find that style of music appealing.

“It’s very feel-good,” he says of what's currently being played. “It’s a little bit shallower than it was a few years ago -- it’s ‘Let’s drink, forget our worries, beach, bonfire, lake.’ When something’s working, everybody falls into a pattern. One thing I miss is turning on the radio and just having a song punch me in the gut, and, as a songwriter, knock me on my ass. And I think we could use more of that.”

Church will kick off his Outsiders World Tour on Sept. 11 in Bossier City, La. A complete list of concerts and ticket information is available here.