The Joy Formidable have shared the latest single lifted from their new album ‘AAARTH’, The Better Me, and you can check out the video via YouTube below.
With recent singles Dance of The Lotus and The Wrong Side, ‘AAARTH’ is proving itself to be an album packed with inventive and emotive rallying cries. The Better Me is no exception, as lead singer and guitarist Ritzy Bryan explains; “The Better Me is a song about self-acceptance, living with your mistakes and appreciating how we all make up the whole and have something different to offer. A song of thanks to a loved one and a decision to love oneself.”
The video was filmed in Las Vegas – walking through the deserted backstreets in the early evening – the song’s bittersweet themes of being aware of your failings but accepting and defiant, are captured perfectly by the backdrop of a city such as this one. Boston-based creative studio TRLLM created the video clip, with the aim to capture feelings of loneliness as well as hopefulness. They comment; “We knew we wanted to do something simple & centred around Ritzy’s performance because it’s a very personal song. There’s also this natural defiance in walking forward, pushing forward through these deserted streets in a lonely corner of Las Vegas.”
‘AAARTH’ track listing
‘AAARTH’ is released on September 28th on CD, download and LP, as well as a super limited boxset, Indie retail exclusive vinyl, and Rough Trade exclusive vinyl, which will be supported by in-stores at Cardiff, Nottingham, Bristol and London East. Pre-order the album here