As It Is Unveil The Stigma (Boys Don't Cry)

As It Is have released the second single from their forthcoming The Great Depression record.

The track goes by the name The Stigma (Boys Don't Cry), and it has a pretty powerful meaning: “This song and video tackle toxic masculinity, and the long overdue need to rebel and speak out against outdated ideals that to this day continue to threaten individuality,” the band say. “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where empathy is seemingly on a decline at many levels of everyday modern life, it is vital to stand up against such outdated tropes.”

Directors Our World Is Grey add: "The message behind The Stigma (Boys Don’t Cry) is one of equality, something that we are both massively behind. We wanted to blend both early 2000’s emo rock videos with modern cinematography. We had an amazing team of actors and supporting creatives with us on set who also shared our passion in bringing this concept to life. We hope you enjoy this video as much as we enjoyed creating it.”

The Great Depression is due out on August 10 via Fearless Records – pre-order it now at this link.

Catch As It Is live on The Great Depression Tour at the following:

November

25 Bristol Thekla
26 Edinburgh Liquid Rooms
28 Manchester O2 Ritz
29 Birmingham O2 Institute

December

1 London O2 Kentish Town Forum