Will Joseph Cook returns with new song ‘BORN TO LOSE’.
In case you haven’t noticed, it’s a tough time in the UK right now – the cost of living is squeezing us dry, political upheaval dominates the news, and there’s a sense that the cards are stacked against young people.
It’s something Will Joseph Cook is acutely aware of. A songwriter trying to make things work, his new mixtape ‘NOVELLA’ – out on October 13th – is a real message from the heart.
New song ‘BORN TO LOSE’ speaks up for young people, offering a message of hope and comradeship amid the encroaching darkness. As ever with Will Joseph Cook, his innate pop touch shines through, adding light to the sense of gloom.
He comments…
“Being a young person in society right now feels like losing. I wrote BORN TO LOSE thinking about how making a name for yourself online somehow feels like one of the very few way to lift yourself out of the exploitative low paid work most of us end up doing. Yet, even winning at that game can feel like losing as so many people who get famous can experience a life of haters and derealisation. The song is giving a voice to the frustration you feel from not seeing a future of fairness or contentment ahead. So it definitely is a bit nihilistic lol. That said, it definitely pushes back at that negativity with a lot of hopeful lines in it too.”
Out now, ‘BORN TO LOSE’ comes equipped with a video directed by Bertie Gilbert and choreographed by Laurie Case. The clip features a group of young people gathering for a football match – before one breaks away for a cathartic dance session.
Catch Will Joseph Cook at London’s the Grace on October 23rd.
Check out ‘BORN TO LOSE’ below.
Photo Credit: Will Hooper
