Korn‘s Jonathan Davis was so excited by ORGY that he created his own record label …
Pop-punk’s fastest rising young guns—Brighton foursome As It Is—have today released a huge (and important) new single from their forthcoming third album.
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It’s called The Stigma (Boys Don’t Cry), and just like its title implies, the jam carries with a heavy, yet crucial message. Our second taste of The Great Depression, following The Wounded World back in May, the new track is positioned as a head-on attack at the societal pressures facing young men (so, like, a solid 85 percent of their fanbase).
“This song and video tackle toxic masculinity, and the long overdue need to rebel and speak out against outdated ideals that to this day continue to threaten individuality,” the band say in a statement. “The eponymous ‘stigma’ is that sense of blemish and shame so often associated with showing and expressing emotion, that causes too many to hide who they are.
“It is totally acceptable to show feeling; it is real and human to do so, and not something that should be arbitrarily gendered and hidden from view. In these increasingly disconnected times, where empathy is seemingly on a decline at many levels of everyday modern life, it is vital to stand up against such outdated tropes.”
The single’s music video—a direct sequel to The Wounded World—drills the message in even further. Its directors, filmmaking troupe Our World Is Grey, assert, “The message behind The Stigma (Boys Don’t Cry) is one of equality, something that we are both massively behind.
“We wanted to blend both early 2000’s emo rock videos with modern cinematography. We had an amazing team of actors and supporting creatives with us on set who also shared our passion in bringing this concept to life. We hope you enjoy this video as much as we enjoyed creating it.”
As It Is are set to release The Great Depression on Friday, 10th August via Fearless Records and Caroline Australia. Pre-orders are available right the hell now, and seriously, dudes, take our word for it: it’s 100 percent worth jumping onto.
The Great Depression is out Friday, August 10th via Fearless Records and Caroline Australia.
Pre-orders are available now via this link.
