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The Screams Of Passion is the first and only video by The Family released for broadcast and to promote the single.
Shooting took place on 3 June 1985 at 1145 Hillcrest Road, Beverly Hills, California and SIR in Los Angeles, California. Extra footage (with Jerome Benton conducting an orchestra ) was shot on Santa Monica Beach the next day.
The video features the whole Family band with Eric Leeds playing bass : "After Prince kind of gave us an idea of what he was looking for the concept of the video, which Jerome did the choreography for, I kind of had a question for [Prince] afterwards. I said, “Well, boss, exactly what the hell do I do here, because there’s no horn in this song, and that kind of leaves me out in the cold, doesn’t it?” I don’t even know at that point if he’d even thought about it yet specifically, because he kind of hesitated for a minute and looked and just kind of said, “Oh, well, you’ll play bass guitar.” And I said, “I’ll WHAT?” I mean, I was just like “Okay, this is different!” So, I laughed and said, “Well, in for a dime, in for a dollar!” So, I rehearsed doing the choreography with the five of us, for about two or three days, having never in my life even held a bass guitar. Luckily, it was a song that the bass part was just a recurring rhythm, so Paul put my fingers in the right spot, so at least I was moving my fingers in the right fret, and I had a lot of friends of mine when they saw that video, and saw the bass they said, “What’s up with the bass guitar?” So, anyway, that was part of the trip of being part of the Prince thing".
The video starts with Susannah reading LIFE: The Second Decade 1946–1955 (published in 1984) and thinking about St. Paul. The band is then seen performing the song in front of encrusted images of surf and sea. A scene where Jerome conducts a 20-piece orchestra on the beach is also included.
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