It's a powerful song, with a powerful message and a powerful video.
As It Is have released the second single from their upcoming album 'The Great Depression'.
'The Stigma (Boys Don't Cry)' is a powerful statement addressing the societal pressures placed on boys, and the video captures the same perfectly. It follows along after the band's first single on this album cycle 'The Wounded World' which was released early last month.
Speaking to the meaning and importance of the song, the band say “This song and video tackle toxic masculinity, and the long overdue need to rebel and speak out against outdated ideals that to this day continue to threaten individuality. The eponymous ‘stigma’ is that sense of blemish and shame so often associated with showing and expressing emotion, that causes too many to hide who they are. It is totally acceptable to show feeling; it is real and human to do so, and not something that should be arbitrarily gendered and hidden from view. In these increasingly disconnected times, where empathy is seemingly on a decline at many levels of everyday modern life, it is vital to stand up against such outdated tropes.”
Check out the brand new As It Is video for 'The Stigma (Boys Don't Cry)' below: