Credit: Bertie Baxter
Words: Ellie Ward
On the rise Stoke-on-Trent artist Average Joe - who we first heard two years ago with 'Cross My Heart' - has shared his brooding new single 'Promo', out today.
Described in his own words as “an invocation of the egoic spectres of rock and roll, dressed as a grandstanding anthem to pop vanity”, Joe’s latest effort encompasses the qualities of confessional storytellers Father John Misty and Tom Waits, mixed with the caustic spirit of Sleaford Mods and Mike Skinner, taking timeless themes and rendering them razor-sharp on the conditions of the present day.
The track is aired with a video, directed by Beth Rowland, below.
"The idea behind the video was to play-out the cliche of a knock-off rock and rolla smashing up a hotel room," he says. "And then the reveal is that the room that was smashed was only a facade, thus implying the meta-narrative that the knock-off rock and rolla act is also a facade. We built the room on a shoestring in a local warehouse in Stoke, got drunk and played out the fantasy."
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