Since first emerging with her 2017 single “GRRRLS,” AViVA has explored themes of control and isolation by way of her boldly magnetic form of emo-pop/alt-rock. Driven by a mission of uplifting and uniting outcasts everywhere, the Sydney-born multidisciplinary artist has built up a strong community of fans she lovingly refers to as “Outsiders.” An unstoppable creative force, she spent 2020 releasing new music while gearing up to deliver her debut novel SELF/LESS due out on September 28. Along with amassing 80 million streams a month, she’s surpassed three billion combined streams to date.
AViVA will make her Capitol Records debut with— a new single and video spotlighting her immersive and electrifying brand of alt-pop. An unfiltered look at the downward pull of depression, “Melancholy” also showcases the uncompromising originality that’s earned AViVA a passionate global following- already amassing over 3 billion global streams. “‘MELANCHOLY’ is about shifting perception, change is often viewed as a bad thing, but I want people to step away from this song with the line ‘things we’ll never be the same’ and realize that maybe that’s not such a bad thing at all” AViVA tells ladygunn. Take an exclusive first look inside her new music video “Melancholy”.
The video for “Melancholy,” co-directed by AViVA and long-time collaborator Jeffeton James, amplifies the song’s raw and powerful intimacy. The wildly colorful visual places AViVA in a series of isolated situations: lying in a hospital bed, trapped behind a school desk, singing to her own reflection inside the room of an abandoned and decaying home. As the song unfolds, the 27-year-old artist reveals her unapologetically punk spirit, inhabiting each frame with a feverish intensity.
