YOVA “HURT LIKE NO HURT”
Commemorating the spookiest day of the year with a haunting official video ripe for the occasion, it sees the experimental pop duo team-up with esteemed video directors Philip Reinking & Tom Linton (who directed 2020 twisted fantasy ‘The Hat’). Speaking about the video the directors say:
“A werewolf serial killer is stalking the streets of London. Inspired by Classic Hammer horrors and Jack the Ripper, “Hurt Like No Hurt” was filmed at the Royal Naval College in Greenwich and comes with an added pinch of camp that will have you howling for more.”
Eerie and atmospheric with pulsing electronics that pave the way for more urgent rock flourishes, the emotive new track is a runaway roller coaster ride that embarks on a tumultuous journey through both genre and feeling. Described by the duo as “departing from a place where Giorgio Morodor meets John Barry, to a destination where The Stooges meet The Supremes”, the track was arranged by Rob Ellis (PJ Harvey, Anna Calvi).
A clamouring track where visceral and cathartic lyrics lead to a triumphant and transcendental climax, vocalist Jova Radevska explains of the track:
“”Hurt Like No Hurt” is a song about relationship ghosting, the merry-go-round of breaking up and making up, and the inevitable finality of it all. An ultimate realization that there comes a point where no matter what, there’s just no going back; when the only choice is the inevitable grief and acceptance of loss in order to emerge as a stronger person. Sometimes no further words need to be spoken, the sound of silence is enough.”
Filled with YOVA’s trademark experimental magnetism, “Hurt Like No Hurt” sees quietly oscillating electronica, bursts of cinematic mandolin and the clarion calls of distant trumpets slowly surrender to the raw power of thunderous Motown-style drums, growling bass and an ascending tsunami of massed guitars.
Arriving as the first glimpse of new music from YOVA since the release of their debut album ‘Nine Lives’ earlier this year, the track is taken from their new ‘Hurt Like No Hurt’ digital bundle. The full track-list will land on 18 November, and includes a live session rendition of the duo’s track “Rain” previously remixed by Erasure’s Vince Clarke, alongside an instrumental version of “Hurt Like No Hurt”.
YOVA are Jova Radevska and Mark Vernon. With Vernon a seasoned veteran of the alternative music scene — having managed and recorded with John Cale, and co-produced tracks on PJ Harvey’s debut album ‘Dry’ — a chance encounter with Macedonian vocalist and songwriter Jova would pave the way for their bewitching collaborative project.
Their debut album ‘Nine Lives’ was released earlier this year to praise from the likes of Louder Than War, Electronic Sound and MOJO, with the latter hailing the album as “a beguiling debut from a duo of sonic adventurers” in their ⅘ star review.
With their video for previous single “An Innocent Man” scooping the Best Animation Music Video at the New York Animation Awards, the band also played their debut live performance in London earlier this year. YOVA are currently putting the finishing touches to their second album due for release Spring 2023.