As It Is challenge gender roles in new video

The Brighton pop-punks call out toxic masculinity in their new track The Stigma (Boys Don’t Cry). 

As It Is have today released their brand new single The Stigma (Boys Don’t Cry), with a powerful accompanying music video. The track is song from the band’s forthcoming new album, The Great Depression, set for release on 10 August via Fearless Records.

Speaking of The Stigma, the band say, “This song and video tackle toxic masculinity, and the long overdue need to rebel and speak out against outdated ideals that to this day continue to threaten individuality.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where empathy is seemingly on a decline at many levels of everyday modern life, it is vital to stand up against such outdated tropes.”

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.”

With their third album The Great Depression, As it Is are comprehensively proving themselves to be such artists. Stepping out of their comfort zone with aplomb while asking, and answering, complex questions in a way precious few bands ever do.

Across The Great Depression’s dozen tracks, As It Is take the listener on a journey which delves into every aspect of arguably the most prevalent social ill of our time. From public perception, to internal war, the quartet unflinchingly confront the most difficult questions around depression, the value of life over death, and whether the rhetoric around ‘reaching out to talk’ is ostensibly hollow, if no one is prepared to hear those words.