by emma schoors
photo by kevin cummins
Manchester-based Better Joy, fronted by Bria Keely and inspired by the archetypal classics she grew up on, is a timeless collision of light and dark in every way. “Hard To Love,” their first ever single, meshes lush, breezy guitars with Keely’s minimalistic melodies, contrasted by moments of lyrical despondence and doubt.
“I think the goal was always to create something that sounded fresh and exciting,” Keely shared of the band’s beginnings, adding that artists she discovered more recently like The Strokes, The Jesus and Mary Chain, Phoebe Bridgers, and The Cure are central to informing her brand new sound. “After a healthy number of identity crises and lots of trial and error, the sound kind of just grew into what it is now.” Keely calls upon a mixture of clever metaphors and heart-on-sleeve earnestness to form Better Joy’s foundation, all the while keeping things light by folding in inviting, warm visuals.
Filmed in Los Angeles and directed by Sam Kristofski, the music video for “Hard To Love” gives way to the pop simplicity and new wave magnetism that reels listeners in upon first listen. “I could say that filming in Los Angeles was intentional and that I was looking for the right spot to film this, but really, I just love Sam Kristofski as a director and loved a video he did for Fazerdaze. When the opportunity came up to film with him, I ate that up,” Keely says. The video features Keely frolicking across the desert, thrashing around bouquets of flowers, and looking longingly into broken mirrors — cut into short, back-and-forth clips, it effortlessly mirrors the track’s nervous undercurrent. “I love his style and the timelessness to his videos. It was really in hindsight that we realized how well the song and the video went together.”
We had the pleasure of chatting with Keely recently about her first radio play, performing to devoted audiences across the UK, and milestones she hopes to reach with Better Joy in the coming year.
Thank you for joining us, and many congratulations on “Hard To Love!” How are you feeling after your debut single’s release?
Bria: “Thank you so much! I feel really proud of myself and the band, it’s been an incredible month so far and I’m so grateful for all the love. It’s definitely made me so excited to release more music, if a little impatient that it’s not until the new year!”
The story of Better Joy’s inception is rather unique. What were the initial conversations like while putting the project together, and what ultimately pushed you all to take the leap with this new sonic chapter?
Bria: “I think the goal was always to create something that sounded fresh and exciting! After a healthy number of identity crises and lots of trial and error, the sound kind of just grew into what it is now.”
“Hard To Love” enjoyed its first radio play with BBC Radio 6. Talk to us about what it’s like to hear your music over the airwaves for the very first time — it must be surreal!
Bria: “Yep, this was absolutely mad! Being on the radio itself is obviously a huge achievement, but to hear it for the first time on the radio on the day it was released was something else! We were so grateful for the lovely introduction by Chris Hawkins too and couldn’t really believe it was happening — definitely a moment we’ll never forget.”
The single’s accompanying music video was filmed in Los Angeles and directed by Sam Kristofski. As the band’s introductory video, it invites audiences right into the nostalgia and melancholic charm that defines the track. How did the idea to film on the west coast come about?
Bria: “I could say that filming in Los Angeles was intentional and that I was looking for the right spot to film this, but really, I just love Sam Kristofski as a director and loved a video he did for Fazerdaze. When the opportunity came up to film with him, I ate that up (who wouldn’t?!)!! I love his style and the timelessness to his videos. It was really in hindsight that we realized how well the song and the video went together. Feel really lucky that I got to work with him, he’s a cool guy.”
“Hard To Love” calls upon an array of influences to form its trademark sound. What types of music did you grow up on, and do you feel they bleed into your vernacular now as a songwriter?
Bria: “I grew up on the classics like Johnny Cash, Oasis, and Queen. To be honest, I hear a lot more of the artists and bands that came into my life later on, such as The Strokes, The Jesus and Mary Chain, Phoebe Bridgers, and The Cure than I do those earlier influences.”
You’ve performed for audiences in London, Manchester, Milton Keynes, and more this past month. How has the live reaction been so far to your new material?
Bria: “Really positive! The reaction has been incredible and, if I’m being honest, a little bit overwhelming. I’m so happy that people are loving the music and I can’t wait for the rest of the songs to be out in the world, so that more people can be at the gigs singing along to the lyrics.”
Where do you picture Better Joy this time next year? Are there any major milestones you have your sights on, or venues you’ve been dying to play?
Bria: “I hope that this time next year, we’ll be coming off the back of a summer of festivals. It’s a massive dream of mine to play at Glastonbury, maybe it’s too soon to want that for next year… but if you’re reading this, Emily Eavis, we’re available!! I really wanna play the Albert Hall in Manchester, so if I’m thinking big, I’d love for us to be headlining our own tour next year.”