Hanna Hanra on
The Joy Formidable
As far as live shows go, The Joy Formidable are proving to be an elusive bunch. Aside from the OriginalsLIVE UK tour; this is where the band will take super fan-dom to the next level. By only playing 3 shows, in limited capacity, one-night-only secret venues, the band and Clarks Originals will provide a totally unique experience for their fans with these Guerilla gigs. Ever since the Beatles performed ‘Let It Be’ on top of their Apple Studios, these one-off concerts, put on solely for fans, outside of traditional gig venues have been appealing to musicians and their audience.
What better way of connecting with your listener? Personally, some of the best gigs I’ve seen are because of their intimacy – LCD Soundsystem or The Kills at Trash, taking the energy from an arena and squeezing it into a 400 capacity venue makes for an incredible evening.
For a brand who's roots in music connect the dots between punk and reggae, who have shod the underground scene for nearly 40 years, it would come as no surprise that Clarks Originals would pull the rabbit out of the hat when it comes to associating themselves with a band who are on the verge of being the next big thing. This collaboration references the music scene of old - when things started small and grew huge by word of mouth.
The OriginalsLIVE 3 day tour is here to provide something totally unique to all band and brand fans, with TJF supporting themselves, and exclusively performing never before heard material. As if this isn’t enough, they’ll warm up the crowd with a one-off cosy acoustic set – giving the audience an insight into how the songs began life. It's a new way of doing things, it's exciting and it's creative. Why be part of the crowd when you can do things a little differently?