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Billie Eilish Announces New Album ‘HIT ME HARD AND SOFT’

In a thrilling update for fans, Billie Eilish has officially announced the release of her third full-length album, HIT ME HARD AND SOFT, scheduled to drop on May 17th. The news was shared by Eilish in a social media post, accompanied by the album cover photo showing her underwater, falling from an open white door.

In a departure from her recent trend of lowercase titles, HIT ME HARD AND SOFT goes back to her earlier all-caps style, hinting at the album’s dynamic range. The press release accompanying the announcement elaborated on the title’s significance, promising a blend of hard-hitting and soft, emotive tracks that bend genres and defy trends.

Billie Eilish and her brother Finneas, her constant collaborator, have written and produced the album together. In line with Eilish’s environmental advocacy, the album will be available in 100% recyclable materials across all physical formats, reaffirming her commitment to combating climate change and minimizing waste.

Leading up to this announcement, Eilish had been teasing the album with billboards in major cities featuring cryptic messages and her signature “blohsh” symbol. These marketing tactics recall the strategies used for her previous album, Happily Ever After.

The release of the new album comes after a period of anticipation and development, during which Billie and Finneas focused on promotional activities for their successful track What Was I Made For? from the Barbie soundtrack. Having not released a full album since 2021, the duo has finally mastered the new album.

Check out the announcement below and let us know whether or not you are excited!

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Eva van den Bosch Head Editor, Photographer
Eva van den Bosch combines concert photography with a prominent editorial role at Strife Mag.