Will Joseph Cook makes pop music in 3D. Though his melodies are instinctively catchy, it’s the poignant, questioning lyrics that linger uncomfortably under your skin. “I’m really into duality,” he says. “I’ve always liked music that sounds triumphant at the same time as sounding completely fragile. That’s what makes music emotional, when you can’t quite pinpoint what it is”. It’s this conflict that sits at the centre of Cook’s appeal — especially in his bold, satirical visuals, which he’s passionate about creating. The videos for his seemingly happy-go-lucky tunes, ‘Girls Like Me’ and ‘Sweet Dreamer’, battle between heartbreaking realities and unsettling surrealism. “I like creating a conflict between aesthetic and what is actually being said” he says — a sense that applies to both his songs and videos. “I want it to be like how you actually think. You never feel just one emotion at any time”.