Earlier this summer, The Joy Formidable announced that they would be returning with yet another huge step forward, in the shape of new album “AAARTH”. Propelled by their restlessness and curiosity, the band continue to sit at the forefront of inventive and aggressive guitar music, taking what can be done with the instrument to new levels with each album. The band are now unveiling a video for their latest single “The Wrong Side”.
Bassist and vocalist Rhydian Davies comments on the visuals; “This is our second collaboration with [Boston-based creative studio] TRLLM. We love their imagination and, like all our favourite artists, they’re not afraid to make it weird. They had the background to the song, how lyrically it’s pieced like a collage from memories and snippets of time, and they used that, along with the album artwork to create this experimental, multi-coloured dream sequence that we think captures the essence beautifully.”