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."