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Billie Eilish has always been a trailblazer, breaking conventions and creating her unique path in the music industry. From her early days, when she released her 2016 viral sensation "Ocean Eyes" on Soundcloud, a DIY music platform, to recording her debut album "When We All Fall Asleep, Where Do We Go?" in her childhood bedroom with her brother and collaborator Finneas O'Connell, Eilish has consistently bucked industry norms. Now, at 22, she is a two-time Oscar winner, and her unconventional approach seems to be paying off.
This Friday, Eilish is set to release her highly anticipated third studio album, "Hit Me Hard and Soft." In typical Eilish fashion, she has chosen to forego the traditional promotional strategy of releasing singles ahead of the album drop. "I wanna give it to you all at once," she declared on Instagram, embracing a surprise release strategy that keeps her fans on their toes.
Eilish's musical journey has been a collaborative family affair, with O'Connell co-writing and producing all her albums, including her debut and its follow-up, "Happier Than Ever" in 2021. The siblings' chemistry and creative synergy have earned them critical acclaim and multiple awards, including Oscars for their original songs "No Time to Die" and "What Was I Made For" from the "Barbie" movie.
In an interview with Rolling Stone last month, Eilish hinted that "Hit Me Hard and Soft" is a return to her roots, evoking the spirit of her early work. "I feel like this album is me," she shared. "It's not a character. It feels like the 'When We All Fall Asleep, Where Do We Go?' version of me. It feels like my youth and who I was as a kid."
Eilish's commitment to doing things her way extends beyond her music. For her upcoming "Hit Me Hard and Soft" tour, kicking off in Baltimore this fall, she is tackling the issue of ticket scalping head-on. By using Ticketmaster's Face Value Exchange, she aims to ensure that fans, not scalpers, have the best chance to purchase tickets at face value. This move comes in the wake of the Taylor Swift Eras Tour ticket fiasco, which saw Ticketmaster's site crash and a congressional hearing on ticketing practices.
Environmental sustainability is another cause close to Eilish's heart. She has been vocal about the wastefulness of releasing multiple album variants for profit. To combat this, Eilish announced that "Hit Me Hard and Soft" will be available in only eight vinyl variants, all released simultaneously and produced with sustainable practices. This initiative aims to discourage the practice of fans buying multiple versions for exclusive content.
Eilish's dedication to sustainability is also reflected in her plans for her New York album listening event, where she promoted eco-friendly transport options on her Instagram stories.
With two Oscars, nine Grammys, and two chart-topping albums under her belt, Billie Eilish's unconventional approach to her career has proven to be a formula for success. As she prepares to release "Hit Me Hard and Soft," she continues to push boundaries and stay true to her vision. In a world where the music industry often prioritizes profit over artistry, Eilish remains a beacon of authenticity, showing that doing things your own way can indeed lead to remarkable achievements.
