Rising pop-savant Greg Aram is not here for an average day with the bros. You may think things are off to a normal start in the new video for his latest single “Boys Don’t Cry,” but let’s just say what starts off with bulletproof vests ends up in glitter eye shadow. See it all go down below.
Speaking on the visual, Greg told Highsnobiety in an email that “I feel like through tradition, the image of the male has been so emotionally singular and pop culture hasn’t done much to question it – which only negatively effects both sexes. I made ‘Boys Don’t Cry’ as an honest anthem for male vulnerability. The video taps into different pockets of masculinity in my own upbringing, and an observation of surface level validations the male has depended on for so long in order to maintain a specific role in culture.”
“Boys Don’t Cry” follows Greg’s previous single from this year, “Lazy Bones.” Both follow his excellent 2016 EP Peach, all of which ensure that he is a musician to keep your eye on this year.
For more of our premieres, take a listen to the debut EP from the super powerful and super empowered Kittens right here.