Singer Billie Eilish will release her third album, “Hit Me Hard and Soft” in May.

The 22-year-old American singer revealed for the occasion the cover of this new album, and a brief video extract in which we see her drowning in the abyss. This announcement gave rise to a clever marketing stunt that went around the internet.

Fans have been waiting for it for weeks and Billie Eilish finally confirmed it on Monday April 8: her third album will be released on May 17. The successor of Happier Than Ever published in July 2021, is entitled Hit Me Hard and Soft and it was, like the two previous ones, entirely produced with his brother Finneas, in Los Angeles.

The announcement was accompanied by the visual of the cover: we see the singer underwater sinking, just after having been thrown from a door visible above.

Shortly before, a video extract with a few seconds of music completed this dreamlike image of a depression: we see it sinking deeper and deeper into the blue abyss, until a hand enters the frame and grabs her wrist as if to save her at the last minute.

Consisting of a “collection of diverse and complementary songs, this album should ideally be listened to in its entirety from start to finish“, the press release states.

No single before the album

This is the reason why it will not be preceded by any single. “I want to give you everything at once“, wrote the young American singer at the 9 Grammys on Instagram, ensuring that she was with her brother Finneas”very excited and very proud of this album” she has “looking forward to hearing from you.”

If Hit Me Hard and Soft is her first album in almost three years, Billie Eilish has not been idle in the meantime. In addition to carrying out a long world tour including the Accor Arena in Paris Bercy in June 2022 then Rock en Seine in August 2023, she released the EP Guitar Songs and she mainly contributed to the film’s soundtrack barbie by Greta Gerwig with the poignant title song What Was I Made For?which earned him two Grammy awards, including Song of the Year.

Nice marketing move

The announcement of this release gave rise to a double marketing blow, as it should for a star. From Friday April 5, her 120 million followers on Instagram were surprised to suddenly become part of her inner circle: she used the story function reserved for close friends to include all her fans. The story in question didn’t talk about an album, but revealed a tattoo on his hip. This clever gesture, which went around the internet and made the hearts of all his admirers beat faster, gained him 7 new million followers in just a few hours (who also wanted to access this exclusive content).

At the same time, in recent days, enigmatic billboards with the singer’s logo have emerged in several cities around the world. They revealed snippets of words such as “Did I cross the line?” UK, “Saw you turn around but it wasn’t your face” in Germany, “I’ll love you till the day I die” in Mexico and “Man I am the greatest” in New Zealand.

The tracklist, which leaked on the magazine’s website Rolling Stone (since removed but already copied here and there), to the great dismay of the person concerned who published a “fuck Rolling Stone“edgy, includes ten pieces. We notice in particular a title in French, Love of my lifeand another, Chihirowhich seems to refer to the famous animated film Spirited away by Japanese Hayao Miyazaki.