The Lumineers have released their new track “It Wasn’t Easy To Be Happy For You” from their upcoming full length visual album III, out on September 13 on Decca/Dualtone.
The American folk rock band made their debut back in 2012 with a self-titled album, which was certified triple-platinum in 2018.
The Lumineers was formed originally by songwriters Wesley Schultz and Jeremiah Fraites and they were joined by violinist/vocalist Lauren Jacobson, pianist Stelth Ulvang, bassist/backing vocalist Byron Isaacs and multi-instrumentalist Brandon Miller.
After the “Ho Hey” international success, The Lumineers have been killing it. During their 2017 ‘Cleopatra World Tour’ the band sold over 300,000 tickets and the tour ended with 27 sold out arena shows.
III is their third album, a cinematic story revealed in three chapters. Each chapter focuses on a different member from the three generations of the fictional family Sparks. Chapter I is focused on Gloria Sparks and different songs and videos were released this past spring, each of them as an audio EP with a music video.
“It Wasn’t Easy To Be Happy For You” is the first song of the album’s second chapter Junior Sparks, Gloria’s grandson. The next song of the chapter will be released on August 2 and its music video a few days later, on August 5. All the videos are directed by Kevin Phillips and produced by Neighborhood Watch.
Each story of the album explains a different subject, but all of them are very close to Wesley Schultz’s heart. “Gloria is an addict. Her character was inspired by a member of my family, and no amount of love or resources could save her. She’s now been homeless for over a year. Loving an addict is like standing among the crashing waves, trying to bend the will of the sea.”
Their last video shows Junior Sparks sitting laying on a car while having a smoke. Suddenly, a girl appears next to him. While she tries to seduce him, Junior looks like he has no idea what to do and the girl ends up going away. The story seems to deal with intimacy issues, as the poor young boy seems to be terrified of getting close to the girl but he gets off the car when she leaves and starts looking for her at the end of the video.