Martha Ffion realised that she needs to be direct.
A potent songwriter, whose work is so emphatically nuanced, so wonderfully broad, her new album 'Nights To Forget' is a multi-layered, highly textual feast.
The album's title track, though, is a searingly simple indie jammer, with its pop inflections set against lyrics that deal with society's objectification of women.
It's a real ear-worm, battling its addictive tendencies with word play that draws on Martha's own experiences.
“The song is a reflection on my own negative experience of objectification as a woman, beginning from quite a young age, while also thinking about the wider movements happening,” she says. “This was the one that first got me experimenting with Garageband and playing around with a more contemporary pop sound.”
We're able to share the full video, which features a solo dancer shot in a murky, lo-fi, but eye-catching environment.
Martha Ffion comments: "The video is a celebration of the link between the worlds of Hospitality and Art. Beth, Jade and I have often straddled the two (and will likely always do so)."
A pleasingly lo-fi video, whose simplicity works perfectly with the charming minimalism of the song itself, you can check it out below.
Martha Ffion will release new album 'Nights To Forget' on August 14th.
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