With his eagerly-awaited new mixtape set to land next month, Will Joseph Cook has now dropped the next cut to be lifted from his forthcoming collection.
The new single 'BORN TO LOSE' comes accompanied by a stunning new video, directed by Bertie Gilbert and choreographed by Laurie Case, and follows on from the previously shared efforts 'PUNCHIN'','FEARLESS IS THE FLAME' and 'MF BASSLINE' in previewing his new mixtape 'NOVELLA', which is out on the 13th October.
Speaking about the new offering, he said, “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.”
While adding on the new video, "Directed by long-term visual collaborator Bertie Gilbert and choreographed by one of London's most promising dancers Laurie Case, the BORN TO LOSE video follows a group of young people uniting for a game of football after a rough day. However, the group turns their back on the match, instead breaking into cathartic dance. Sometimes the only way to win is by not playing at all, so the video is a metaphor for breaking away from society's outdated expectations of what you should do with your life."
Watch the new video for 'BORN TO LOSE' in the player below.