Average Joe Subverts Rock ‘N’ Roll Cliche In His New ‘Promo’ Clip

The Rules feature on new single...

Stoke-on-Trent outsider talent Average Joe wants to do things his own way. 

It's not being awkward, and it's not being difficult… well, not much, anyway. Rather, it's just a songwriter who knows his work, and wants to follow his heart.

New single 'Promo' is a superb return, the rattling drums underpinning a bolt-from-the-blue vocal that picks apart rock 'n' roll cliche. 

As usual, we'll take Average Joe's words at face value, and he describes it thus: "an invocation of the egoic spectres of rock and roll, dressed as a grandstanding anthem to pop vanity…" 

We're able to share the video, and it builds on those lyrical themes. "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." 

Average Joe continues: "We built the room on a shoestring in a local warehouse in Stoke, got drunk and played out the fantasy."

Tune in now.

Photo Credit: Bertie Baxter

Join us on the ad-free creative social network Vero, as we get under the skin of global cultural happenings. Follow Clash Magazine as we skip merrily between clubs, concerts, interviews and photo shoots. Get backstage sneak peeks, exclusive content and access to Clash Live events and a true view into our world as the fun and games unfold.

 

-
Join the Clash mailing list for up to the minute music, fashion and film news.