The Joy Formidable Release New Video for "The Better Me"

The Joy Formidable Release New Video for "The Better Me"

 
 

The Joy Formidable have unveiled the video for “The Better Me”, the third single from their highly-anticipated new album AAARTH. Set for release on September 28via 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 (full dates below).

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 TRLLMthe 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."

AAARTH is available on a myriad of formats, including digital, CD, vinyl, and an extremely limited box set available exclusively through The Joy Formidable’s AAA Music Club, a unique annual subscription that offers fan bonus items and access to 10 extra tracks. The album is available for pre-order today.

North American Tour Dates:

Oct 16 – Tustin, CA – Marty's on Newport

Oct 17 – San Diego, CA – Casbah 

Oct 19 – Los Angeles, CA – Lodge Room 

Oct 21 – Pioneertown, CA – Pappy and Harriet’s 

Oct 21 – Fresno, CA – Strummers

Oct 23 – San Francisco, CA – The Independent

Oct 26 – Portland, OR – Doug Fir Lounge 

Oct 27 – Vancouver, BC – Fox Cabaret

Oct 28 – Seattle, WA – Neumos 

Oct 31 – Denver, CO – Globe Hall

Nov 1 – Kansas City, MO – Record Bar

Nov 2 – St. Paul, MN – Turf Club

Nov 3 – Chicago, IL – Lincoln Hall

Nov 4 – Toronto, ON – Horseshoe Tavern 

Nov 6 – Cambridge, MA – The Sinclair

Nov 7 – Philadelphia, PA – Underground Arts

Nov 8 – Buffalo, NY – Rec Room

Nov 9 – Brooklyn, NY – Music Hall of Williamsburg

Nov 10 – Washington, DC – Black Cat

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