Eric Church's new album, 'Outsiders' is due out on February 11th, and will follow up his hugely successful 'Chief'. Church is in the process of releasing a series of teaser videos - we assume to promote the new album - and the latest is titled 'One Will Rise and One Will Fall'. This video is about as mysterious as a horror film trailer.

Taylor Swift mentioned Eric's name in her Pinnacle Award speech at the 2013 CMA Awards, and that moment its played back several times over and over again in this video. Aside from that, and a shady character doing some odd paperwork, throughout the 1:13 clip, there's not much else to take in. Check out the video here and see if you can make sense of it:

Mysterious. Unsettling. And if I'm Taylor Swift, I'm freaked out.

Shooter Jennings has done similar artistic video work leading up to the release of a new album, so I can't give Eric full credit for the idea. But if Church trying get people buzzing about him and 'The Outsiders', it's working. The description for the video on YouTube adds to the mystery, stating only,

"'The Outsiders' fought the good fight, now it's time to shed a light on everything the masses need."

Oooo-kay. I suppose we'll just take a 'wait and see' approach to find out what this is all about.