Watch: As It Is address stigmas in new music video

A month after releasing their 2000s throwback music video for “The Wounded World,” As It Is have returned with the clip’s follow-up. On Wednesday (June 20), the British band unleashed act two of their The Great Depression era. Title “The Stigma (Boys Don’t Cry),” the three-and-a-half minute song addresses the stigma behind showing and expressing emotions and how many times it feels like a weakness than just human nature.

“This song and video tackle toxic masculinity, gender expectations, and the long overdue need to rebel and speak out against outdated ideals that to this day continue to threaten individuality,” the band writes on Twitter.

“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’s 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 time where empathy is seemingly on a decline on many levels of everyday modern life, it is vital to stand up against such outdated tropes.”

Watch the music video for “The Stigma (Boys Don’t Cry)” above.

“The Stigma (Boys Don’t Cry)” will join previously released track “The Wounded World” on As It Is’ upcoming new album. The Great Depression is due out Aug. 10 through Fearless Records. Pre-orders for the new record are available on the band’s website.

The Great Depression is the follow-up to the band’s 2017’s sophomore effort okay.

In support of the album’s August release date, the group will embark on the final Vans warped Tour this summer.

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