Cloves shares new video “Better Now” following her much talked about Australian showcase

Posted on January 29, 2017 in News // 0 Comments

“Better Now” is a triumphant return and as the first taste of the Australian singer-songwriter’s debut album promises there’s more greatness to come.”
— THE LINE OF BEST FIT, SONG OF THE DAY

“… a deliciously lilting folk jam, with a surprisingly gritty chorus”
— FASTERLOUDER

“Honest beneath silken, vintage melodies and punctuated by lightning”
— THE AUTUMN ROSES

“Twisting her elegant yet incisive vocal around each syllable, it’s endearing honest,
and a wholesome progression of her style that saw her becomes one of 2015’s
most exciting new acts.” — CRACK IN THE ROAD

“As always with the artist from Melbourne, the songwriting remains
honest and poignant.” — HIGH CLOUDS

Following Cloves much talked about Australian showcase, the London based artist has today revealed the new video for her track ‘Better Now’. A song that pulls no punches, ‘Better Now’ doubles-up as the first song to be announced from her debut album out in 2017. The recent release of the track on Spotify saw it quickly amass over 1.7 million streams with a swarm of tastemaker blog coverage tipping great things off the back of Cloves’ dark & daring return.

The Better Now video was directed by Philip R Lopez and filmed over a 10 hour shoot at Studios 60 “Raw Stage” in Los Angeles. Lopez, who has also worked with the likes of Nike, Ruby Rose and Pussy Riot focuses on lighting to achieve the internal conflict and changing emotions of a long term relationship reflected by Cloves throughout the song.

As explained by Philip R Lopez, “I always like to listen to the song first before reading any creative brief for a potential music video, and I had an immediate reaction to the raw, soulful beautiful voice that Cloves possesses. Then when I read the brief I was happier to learn that our collective creative minds were in sync with the best way to make a visual for the song. We wanted to design a light that rotates for the first two verses as her emotions also quickly change from feelings of freedom and power to claustrophobic anger, and then we wanted to give the frame space to let her voice on the chorus really sing through it all, and the light matches illuminating this beautiful, simple, textural location. As a whole its suiting introduction to such a powerful voice and emotive singer, most of my job was just getting out of the way and letting Cloves be Cloves.”

Better Now was written by Cloves over the course of a single day in London with her long-term writing collaborator Justin Parker (Banks, Lana Del Ray, Bat For Lashes) who will continue to work with the Melbourne native on her debut LP.

Fast becoming one of the country’s hottest upcoming artists, Cloves has been praised by BBC’s Annie Mac, touted as ‘the female Bon Iver’ by Noisey, seen as ‘enormous promise’ by clash.com and dubbed one of the ‘acts who are set to dominate in 2017’ by Fasterlouder.

With only one EP to her name to date, Cloves has enjoyed one of the best introductions to the world of music. In her live set-up where she continues to win new fans show-by-show, she has supported BRITs Male Solo Artist of The Year winner James Bay in the US and has performed at some of the biggest festivals on the planet including Coachella, Lollapalooza and the UK’s Latitude and British Summer Time festivals. Next month Cloves will perform on Thursday 9^th February at the London venue set up by Mumford & Sons Ben Lovett, the Omeara.

Topping off last year, Cloves’ song “Don’t Forget About Me” was selected for a crucial spot in the film “Me Before You” starring Emilia Clarke which saw many new immediate fans pick her music up, mostly evident from strong numbers onShazam, 40k record sales on iTunes and impressive early streaming numbers on Spotify (17m) and Vevo (5m).

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