Ava Max is engulfed in a futuristic, post-apocalyptic dystopia in the video for her latest single ‘EveryTime I Cry’; her first new release since her 2020 album ‘Heaven & Hell’.
An electropop banger, ‘EveryTime I Cry’ explores female empowerment with the video seeing her transforming a barren landscape into an Eden-esque fertile paradise through her tears.
Understandably, the video has been compared to the likes of TLC’s video for the Grammy-winning 1995 number one ‘Waterfalls’; but that’s by no means a bad thing. Nor are the persistent comparisons to Dua Lipa which are clear but by no means makes Ava Max derivative.
“‘Everytime I Cry’ is really just about seeing the light at the end of the tunnel,” she said of the track. “And every tear you shed… it makes you also appreciate the good times, and it makes you feel like, ‘Okay, I deserve to be here. I’ve gone through the struggles and I feel like I learned something.’ I think the message of this song is super important for everybody going through hard times.”
But while it’s not a track from her debut album ‘Heaven & Hell’, she has said that it’s far from a new era for her - rather, a continuation of the ‘Heaven & Hell’ collection.
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