The Joy Formidable 'Make It Weird' in Trippy 'The Wrong Side' Video: Premiere

Timothy Hiatt
The Joy Formidable

Reality melts away in the video for “The Wrong Side,” the newest single from The Joy Formidable’s forthcoming album AAARTH.

In the sensory-overloading clip, there is no foreground or background for the band to stand on, no center of gravity to keep them grounded -- which isn’t too far off from the real-life journey they took to create this record. The Welsh trio has been busy navigating the pitfalls of being a ten-year-old band, but it seems like with this album they’ve finally found their footing again.

Described as a “rebirth” by the band, AAARTH -- and, specifically, “The Wrong Side" -- comes across as a primal scream. It’s a negotiation of the band’s musical integrity, their relationships with each other and their vision for the band’s future -- all decisions that they had to make themselves, independent of all the voices and chaos coming in from outside.

The Joy Formidable are at the center of their own world in the video for “The Wrong Side,” seemingly being pulled through time and space in a series of trippy technicolor visuals. It is in this imaginative and psychedelic space that they can do what they do best: create art that is both evocative and earnest.

"This is our second collab with [the video company] TRLLM. We love their imagination and like all our favorite artists; they’re not afraid to make it weird," said the band of the video. "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-colored dream sequence that we think captures this track beautifully."

AAARTH is set to be released on Sept. 28 via Hassle Records and will be followed by a North American tour. The Joy Formidable will also be joining the Foo Fighters on a stretch of their tour -- a result of a personal request made by Dave Grohl.

Watch the exclusive premiere of the "Wrong Side” video and see The Joy Formidable's tour dates below.

North American Tour Dates:

Sept 1 - Seattle, WA - Safeco Field*
Sept 4 - Edmonton, AB - Rogers Place *
Sept 6 - Calgary, AB - Scotiabank Saddledome*
Sept 8 - Vancouver, BC - Pepsi Live at Rogers Arena*
Sept 10 - Portland, OR - Moda Center*
Sept 12 - San Jose, CA - SAP Center*
Oct 16 - Tustin, CA - Marty's on Newport
Oct 17 - San Diego, CA - Casbah
Oct 19 - Los Angeles, CA - Lodge Room
Oct 20 - Pioneertown, CA - Pappy and Harriets
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

* With Foo Fighters