After scoring a massive hit with The Chainsmokers
and contributing a song, "Not Afraid Anymore," to the 50 Shades Darker
is back with the first taste from her forthcoming sophomore album Hopeless Fountain Kingdom.
Like her first album, Badlands,
this will be a concept album, and the song, "Now Or Never," produced by Benny Blanco, Cashmere Cat and Happy Perez, is about two youthful lovers who yearn to be together but are losing time. Sonically, it sounds like Halsey is turning into an R&B artist, taking cues from trap soul artist Bryson Tiller. It keeps the dark style we all know Halsey for, but the extra hit of sultry pop is even reminiscent of Rihanna.
As a person who never "freaked out" over Badlands,
I really like the new direction that Halsey is taking. It seems like she's finally falling into place with her identity, making music that matches her personal style and attitude. The song allows her to sing in a deeper, more flattering croon and the production is clearer. The video was directed by Halsey and Sing J Lee and shot in Mexico City, and although at times it feels like it's more about her weave than the actual storyline, it follows Halsey in an exotic world as she tries to be with the man she loves, only to keep getting torn apart. After getting a tarot card reading, there's a big shoot out and then, you guessed it - it closes with Halsey getting a new hairstyle. Deep colors like royal red, yellow, and green make for a bold and memorable visual. The album, Hopeless Fountain Kingdom,
will be released on June 2nd.
Halsey stated in a press release, "The video for 'Now Or Never' (my directorial debut!) is one part in the center of a long narrative that tells the story of two people in love despite the forces trying to keep them apart." She continues, "On its own the song is about two impatient young lovers, but in the context of the hopeless fountain kingdom universe, the stakes are much higher for these two star-crossed lovers."