New Video: The Sensual Visuals for Bryde’s “Desire”

With the release of “Help Yourself” and several other singles the Welsh-born, London-based singer/songwriter and guitarist Sarah Howells, best known as Bryde quickly exploded into both the British and international scene as she received praise from NylonThe Line of Best Fit and Earmilk and airplay from BBC Radio 6BBC Radio WalesRadio X and Huw Stephens’ BBC Radio 1 show for a sound that’s been compared to the likes of Jeff BuckleySharon Van EttenBen Howard and London Grammar while thematically focusing on complex, ambivalent, and hopelessly entangled relationships.

Now, as you may recall Howell’s “Wouldn’t That Make You Feel Good” was a boozy and woozy dirge in which the Welsh-born, London-based singer/songwriter and guitarist’s aching vocals are paired with bluesy yet shoegazer-leaning power chords reminiscent of  PJ Harvey. Howell promptly followed that up with “Less,” a single that not only continued her ongoing collaboration with singer/songwriter and producer Bill Ryder-Jones but was rooted around a forceful 90s alt rock-leaning song structure, while further cementing her growing reputation for writing unflinchingly honest and vulnerable lyrics.

Howell’s latest single “Desire” was produced by Chris Sorem and mixed by CJ Marks, both of whom have worked with Wolf Alice, PJ Harvey and St. Vincent — and while continuing along a similar vein sonically, as it nods at the blues and 90s alt rock, complete with an anthemic hook, the song manages to possess an urgent yearning, punctuated with the use of a baritone electric guitar.  As Howell explains in press notes, “‘Desire’ is about lust, our need for instant gratification, about desire’s addictive qualities and how they can make us behave.  I was inspired both by the way people have treated me and how I’ve treated others and how I’ve become unrecognisable to myself in the past just to appeal to this side of someone else’s personality.

Directed by Furball Films’ Rhys Davies and starring Jade Perraton and Kyle Telford, the video features its two actors covered in syrup in a slow dance that vacillates between lustful desire and physical need — but while having a weird push and pull between regret and uncertainty. As the Howell explains in press notes, the video’s concept was inspired “by the symbolism of certain scenes in the movie Under the Skin, where the alien’s victims walk of their own free will into a thick, dark oil and to their demise. When writing the line ‘smother everything,’ I was actually imagining these temptations as a kind of veil that can leave us blind to what’s right and stuck in a cycle,” the Welsh-born, London-based singer/songwriter and guitarist continues. “We’re drawn to sugar coated things that are underneath bad for us. It’s about desires as things or people we want and can’t often resist, despite knowing that they will bring us nothing but regret.”

  

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