Steel City stalwart Ed Cosens illustrates his new single ‘If’ with a new music video – the first in a 4-part short film portraying the narrative of his debut solo album ‘Fortunes Favour’, due early 2021. Pre-orders for the album are available here: https://orcd.co/fortunesfavour

Marking both the start of an overdue solo career and the latest chapter in the life of a longtime lynchpin of Sheffield’s music scene, the beautifully shot video for ‘If’ has been bought to life by Manchester’s Flat Cat Films.

Drawing on personal experience, Ed says the lyrics and visual treatment for ‘If' details a "love-lorn tale of the struggle between true love’s path and the path which you think you're destined to follow. It’s about the conflict between what you think you want, where you unwittingly lead yourself and ultimately where you should really be."

Best known as the guitarist/bassist and co-songwriter in Reverend & The Makers, Ed has spent 15 years conquering the charts and touring the world, yet leaving the limelight to others. With ‘If', the first song written for his forthcoming solo album, Fortunes Favour (due early 2021), he’s finally ready to reveal his true self.

“It’s only taken 10 years or so for me to find the confidence!” says the self-depreciating singer, who shared stages with Arctic Monkeys members Matt Helders and Alex Turner before the Makers took off. “I subscribe to the fine wine way of thinking - allow things to mature fully before enjoying. Nobody wants to be Lambrusco!”

‘If' distils a lifetime of longing and loss, of dreams Vs. desires, into three mesmerising minutes of tremolo-rich, strings-soaked melody. Plangent chord progressions and mournful tones pair with poetic reflections on life’s twists and turns. Shades of The Beatles, Echo & The Bunnymen and Richard Hawley snake in and out. Emotions take over as Ed opens up fully for the first time.

‘If' was produced by Dave Sanderson, recorded at Giant Wafer studios in Wales at the tail end of 2018 and finally the man from Sheffield’s musical shadows can relish the start of his solo career.

“People ask why I waited so long, but there was no masterplan,” says Ed. “The time had to feel right. I found my voice along with an inner confidence and suddenly the itch was too much not to scratch. Once I'd started, I scratched like there was no tomorrow.”

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