Kelly Jones, founding member and lead singer of the rock band Stereophonics, has released the music video for his new single ‘Inevitable Incredible,’ the title track from his upcoming studio album out 3rd May.

The self-directed music video, a collaboration with BAFTA nominated cinematographer John Conroy, is a testament to creativity and artistic development. Delivering a performance that mirrors the intimacy of his lyrics, Jones is depicted in an entirely new light. An exploration of his mind’s eye, Jones’ new aesthetic, which sees him taking on the role of director, further cements his versatility within the music industry.

“Directing videos? I’ve been involved in videos and artwork since 1996,” said Jones. “It’s all storytelling. I think I see music in colours. It’s just about figuring out how to match images with how the music talks to you. Always a battle with budgets! Always up against the clock!! It’s always great to collaborate with talented people.”

‘Inevitable Incredible’ marks a bold stylistic shift for Kelly Jones. After a long tenure as one of the Uk’s most prolific and beloved singer-songwriters, the re-invented solo artist pushes himself out of his comfort zone with the piano-led track, tapping into a newfound depth and vulnerability as he allows his work to speak for itself.

Over the past 25 years, Jones’ band Stereophonics have made a names for themselves across the country, becoming staples on radio and arena stages with hard-hitting anthems like ‘Dakota,’ ‘Maybe Tomorrow’ and ‘Have A Nice Day.’

Following the group’s 2022 chart-topping album Oochya!, Jones shifted gears as he took on a new challenge with Far From Saints, a young band comprising of the UK native alongside Dwight Baker and Patty Lynn of The Wind and The Wave. After yet another period of critical and commercial success, Jones has decided to continue his evolution as an artist, steering a new solo career as he broadens an already extensive body of work.

Watch the new 'Inevitable Incredible' music video here!