Billie Eilish has announced her third studio album, HIT ME HARD AND SOFT out May 17.
Fresh off a sweeping set of award wins for Song Of The Year and Best Song Written For Visual Media at the 2024 GRAMMYs and Best Original Song at the Oscars for her hit single, "What Was I Made For?" from the Barbie soundtrack, Eilish is swapping Barbie pink for submerged shades of blue.
Her new album, another collaboration with brother Finneas, comes almost three years after her sophomore effort, 2021's Happier Than Ever.
Ahead of the official press announcement and Instagram post on Monday, Eilish unleashed a viral ad campaign teasing the release. Billboards featuring the nine-time GRAMMY winner's "blohsh" symbol (a genderless human stick figure) with what fans guessed were cryptic lyrics, appeared in blue font on a black background across major cities, including Los Angeles and New York City's Times Square. Then, Eilish changed her social media icons to a shade of blue and treated Instagram followers to some more mystifying visual content via a set of story posts that included her millions of fans being added to Close Friends on the app.
That strategy paid off, exploding the number of followers Eilish counts on the platform to over 120 million (up from 110 million on Friday) in the span of just three days. One fan summed up the collective rush to join the inner circle with a comment that's racked up over 10,000 likes: "Not a big deal but I’m on her close friends."
As she dives into deeper artistic waters with her third album, Billie Eilish continues to push the boundaries of music and environmental activism, blending her unique sound with a strong commitment to sustainability. Read on for everything GRAMMY.com has unearthed about Eilish's upcoming release.
There Won't Be Any Pre-Released Singles
Fans hoping for an early taste of what's to come will have to wait almost a full month to quench their thirst for any new music.
Eilish confirmed via Instagram that the album will drop in full, without any pre-released singles. “So crazy to be writing this right now i’m nervyyyyy & exciteddd," Eilish wrote. Continuing, "Not doing singles i wanna give it to you all at once. Finneas and i truly could not be more proud of this album and we absolutely can’t wait for you to hear it. Love you love you love you.”
It's Her Most Daring Work To Date
The album is set to debut in a year poised to feature some of the most significant releases from major musicians, each exploring and redefining genre boundaries, trends, and soundscapes.
"HIT ME HARD AND SOFT is a diverse yet cohesive collection of songs, ideally listened to in its entirety from beginning to end," a press release accompanying the announcement stated. "The album does exactly as the title suggests: hits you hard and soft both lyrically and sonically while bending genres and defying trends along the way."
The Cover Art Is Haunting
The cover art is elusive and mysterious, featuring a dark and moody image of Eilish that matches statements about her plunging to new depths as an artist. Dressed head-to-toe in dark colors, she is depicted sinking into the depths of a body of water, beneath a stark white door floating at the surface.
The cover art tracks against the statements in the press release that note, "HIT ME HARD AND SOFT journeys through a vast and expansive audio landscape, immersing listeners into a full spectrum of emotions."
The Release Is Focused On Sustainability
Eilish is hoping to turn the power of her fans into a force for good — her latest album hopes to set a new standard for eco-conscious music production with sustainability baked into the production of CD, cassette, and vinyl releases.
In an interview with Billboard Eilish said, "The fact that I have a far bigger audience and platform than I’ve ever had in my life means I can reach that many more people, and that’s such a huge responsibility and privilege to have." She continued, “If I don’t use that privilege to do some good in the world, then what’s the point?"
According to a new sustainability page on her website, fans can anticipate eight distinct vinyl variants, each unified in track-listing but varied in their sustainable creation. Available through her website and major retailers, the standard black vinyl is crafted entirely from recycled materials. The other seven vibrant variants use ECO-MIX, which repurposes leftover vinyl pieces, or BioVinyl, reducing carbon emissions by 90 percent with ingredients like used cooking oil. The packaging itself is also focused on environmental responsibility, featuring certified recycled content and plant-based ink.
On building more sustainable processes into her album release as a major artist, Eilish told Billboard, “I can’t just ignore what I know and go about my business and career and not do something. That’s just not how I was raised, or how I want to live my life."
Watch Billie Eilish & FINNEAS’ 2024 GRAMMYs Red Carpet Interview
