RAYE’s sophomore album THIS MUSIC MAY CONTAIN HOPE. has been a ray of audio sunshine in our collections this year. Perhaps the song that shines brightest on the set is “Joy.,” a collaboration between RAYE and her younger sisters Amma and Absolutely, both of whom opened for her on This Tour May Contain New Music world tour earlier this year. “Joy.” is as radiant as it is inspirational, and by popular demand, it’s the fourth single from the album and the latest to receive a visual.
The Keen sisters take to the streets of their native London in the video for “Joy.” directed by Otis Dominique, with creative by Mikey Robbins. They’re on a mission to collect as many smiles as possible from everyone and anyone they encounter outside in a day. To accomplish this feat, they got 372 sunflowers from a local flower shop and handed out the bright stalks to people in exchange for a smile. With a counter keeping a tally of smiles and the song’s lyrics appearing at the bottom of the screen, the gals set off on foot, jumped into the “Joymobile” and even bicycled around town to spread their positive message and lots of good cheer.
The home movie-style visual is full of frolicking and whimsy, which we could all use a little more of in our lives right now. Watching RAYE, Amma and Absolutely’s sisterly bond and comical antics is delightful and sure to warm the icebox where your heart used to be. You’ll feel the love and the joy from the moment you press play.
