Japanese British artist Rina Sawayama is accompanied by an entourage of cowboy hat-wearing dancers at a Western-themed wedding celebration and afterparty in the new Ali Kurr-directed music video for her single “This Hell.”
First unveiled last month, “This Hell” is the lead single off of Sawayama’s sophomore album “Hold That Girl,” which releases on Sept 2. The glitzy blend of pop and country proudly celebrates communal expression and defiance in the face of oppression. The music video dropped on Wednesday.
“It’s an important song for me given the human rights that are being taken away from minorities at a rapid rate in the name of traditional religious beliefs, more specifically I was thinking about the rights being taken away from the LGBTQ community when I wrote this song,” the singer noted. “When the world tells us we don’t deserve love and protection, we have no choice but to give love and protection to each other. This Hell is better with you.”
Sawayama recently performed “This Hell” on “The Tonight Show with Jimmy Fallon” and will be performing in several music festivals throughout the summer, including Summer Sound in Japan and Primavera Sound in Spain, before embarking on a tour in the U.K. in support of her upcoming album this fall.