Friday, 26 August 2011
-Music Videos on my Mind- The Joy Formidable’s “Whirring”
When The Joy Formidable re-released their 2009 track Whirring this summer with an upgraded video directed by Christopher Mills, they must have hoped that it'd do better than what it did.
Alas, Whirring, much like many other British rock tracks of late, failed to capture the attention of music buyers. Having now signed to Atlantic Records and received more of a marketing push from Warner Music in key international territories, The Joy Formidable must be downright unhappy with their LP The Big Roar charting 31st place in the UK Top-40.
Truth be told, The Big Roar was a big letdown, with only Whirring standing out as a truly great single. The Joy Formidable's performance of this song at the Glastonbury Festival was nothing short of electric and should have upped the band's profile in a big way, but it seems it didn't quite work out.
Whirring is an epic song that sonically soothes and stings in all the right ways. It's heavy yet heartfelt; rocking yet soulful.