Yesterday, The Joy Formidable unveiled the video for “The Better Me”, the third single from their highly-anticipated new album AAARTH. Set for release on September 28 via Hassle Records, the album has received critical acclaim from the BBC’s Radio 1, who dropped the exclusive audio of “The Better Me” on Tuesday, as well as Consequence of Sound and Billboard, who recently dubbed the record, “art that is both evocative and earnest.” The band wrapped a tour with the Foo Fighters last night and will continue to tour throughout North America this fall, coming to Denver on October 31.
Following recent singles Dance of The Lotus and The Wrong Side,
“The Better Me” is an inventive and emotive rally cry. 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.”
Produced by by Boston-based creative studio TRLLM, the video
was filmed in Las Vegas’ deserted backstreets during golden hour; the
perfect setting to capture the bittersweet themes within the lyrics,
like simultaneous loneliness and hopefulness.
TRLLM
commented, “We knew we wanted to do something simple & centered
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."