Halsey kicked off her sophomore era today with “Now Or Never.” Produced by Benny Blanco, Cashmere Catand Happy Perez, the first taste of hopeless fountain kingdom (due June 2) is a ruthlessly catchy banger. “Baby gonna love me now, now, now, now, now, now, now or never,” the 22-year-old sings on the chorus. “I want you to hold me down, down, down, down, down, down, down forever. You know I wanna keep you around now and forever.” It’s more commercial than anything on her debut LP, but still alternative enough not to alienate the faithful.
The “Closer” chart-topper also unveiled the visual, which she directed with Sing J Lee. “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,” Halsey says. “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.” Needless to say, there’s a lot going on. Watch the video up top.
