Formidable new tune carries an important message

A lot of new music is starting to pop up from some artists I love. Some of it I’m excited about, some of it not so much, but some of it is making me wet my pants and smile more broadly thank I thought possible.

When an email from The Joy Formidable dropped in my inbox this week declaring the band had uploaded a new track, I clicked without hesitation. This is where I ended up.

Just for an extra kick, check out the version posted on SoundCloud, because it has slightly bigger balls.

There have been some great rock bands to come out of Wales in the past — Stereophonics always got a good run on my sound system, and of course there is Feeder, Manic Street Preachers, Super Furry Animals and many other — but I always feel The Joy Formidable is a little underrated among not only Welsh bands, but British bands.

I guess it’s a relatively new group in terms of a band’s lifespan, but this this trio is already responsible for one of my favourite alt-rock songs of all time — the magnificent Whirring. If you haven’t heard it, please seek it out. You won’t regret it.

The Last Thing On My Mind, the first taste of The Joy Formidable’s new album Hitch, is a real bopper, and I’m sure you noticed the video is slightly saucy. Well, that’s all part of the message it carries — an important message in the context of the society we currently live in.

Lead singer Ritzy Bryan explains.

The Last Thing on My Mind was written and recorded in the summer of 2014 at our North Walian studio the Red Brick, just outside of Mold in Clwyd. It has the feel and sentiment of a lot of the tracks from our new album, it talks about feeling alive, being free and this track in particular touches upon sexual liberation; specifically about a woman’s carnal imagination.”

She continues, and this is where it gets good.

“We’re big on making our own music videos, so last month we started collecting footage and finishing the treatment to this song. The video follows a voyeuristic heterosexual female gaze (like my own) watching men in all forms, free, relaxed, sexy and objectified . It’s beautiful, provocative, occasionally pervy , sometimes just admiring the prowess of Hendrix and his guitar or Iggy’s gorgeous lack of inhibitions.

“The intent behind this video was formed as a group, with both my male band members. I think that’s important to mention because what fuelled this treatment was something that we’d all been feeling; that there just isn’t enough diversity in music videos when it comes to sexual representation.

“The male gaze is well represented, we see plenty of female nudity, statistically more than men, we see men in positions of power with scantily clad women, and we see female protagonists mirroring that power dynamic with overt sexual aggression.

“This obsession with who is sexually in control is negative for both sexes. The implication that all men are aggressive and that women need to compete in the same way isn’t the road to equality.
In music videos what we don’t see very often is men and women equal in their nudity and sensual without a power struggle.”

I couldn’t agree more. I’ve been reading a lot about equality in all sorts of fields recently, and Ritzy and the gang have nailed the issue with it here.

She also reveals that finding footage of males in such objectified situations wasn’t easy. Funny that. All the men are too busy objectifying women to have time to be objectified themselves.

“The point here is, when the media representation is imbalanced,if we’re mostly seeing women sexualised or objectified, from a male perspective or otherwise, it’s limited, it’s damaging and frankly; it’s boring too,” she adds

“I’d like to see even more diversity please, in music videos and the way that sex is represented in general. Censorship is changing with the Internet and the way that music videos are reaching people, we’re socially becoming more accustomed to explicit material. If that’s what society has decided let’s see more bulges, more condoms, labia, different body types, pubic hair, even the long vilified erection is fine by me , everything presented equally with less taboo so that diversity is accepted.”

I can’t begin to tell you how much I love this sentiment. Almost as much as I love the new track.

Hitch, which is The Joy Formidable’s third album, is set for release on 26 March.

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