AYRIA RELEASES STUNNING NEW VIDEO FOR “BATTLE CRY”
ARTOFFACT RECORDS
AYRIA (AKA Jennifer Parkin) unveils a radiant new video for her empowering single, “Battle Cry”. Equally electric and compelling as the single, with crisp colour, neon signs galore, and video game-esque visuals, the new video is tastefully peppered with metaphors that anyone who has taken back the power in their lives is sure to relate to. An exquisite visual representation of the themes in AYRIA’s most recent album, anyone not already familiar with her work is more than likely to go on a binge after seeing this.
On the video, Parkin comments, “I haven’t released a music video since “My Device”, so it’s with great excitement that I’m releasing one for “Battle Cry”, an anthem of rebirth and growth. Filmed in Toronto in one day, as I was emerging from the pandemic, it has a minimal cast of just me. I hope that as you watch it you can feel my intensity and connect with me personally and with the lyrics. The experience was a lot of fun, and it made me want to do more videos again in the future!”
Canadian singer-songwriter AYRIA released her Artoffact Records debut, This is my Battle Cry last year. Parkin’s lyrics are poignant throughout the album, marking themes of lost love, resilience, and triumph.
Showcasing a slick, mature sound, This is my Battle Cry features 10 tracks, including the utterly infectious “Stranger Danger” and “No One Asked You”. While the album is a nod to AYRIA’s previous ear-candy laced works, it’s also a reflection on the past few years of experiences, giving it a darker tone. Inspired by her personal struggles and rage, “Battle Cry” and “Why Aren’t You Dead Yet?” spotlight Parkin’s, “tongue in cheek sassy attitude,” showcasing that not everything made with sugar and spice is always as nice as it seems. Infectious, anthemic and harrowingly therapeutic, This is my Battle Cry is one for the ages.
More About Ayria
Formed in 2003 by Jennifer Parkin, AYRIA combines layers of synth-pop with electro and dark dance. For almost two decades now, listeners have been hooked on her driving bass synths, addictive stompy beats and melancholic vocals. In 2020 the singer-songwriter announced her signing to Toronto-based label Artoffact Records, signalling the beginning of a brand-new era.
AYRIA has five previous albums under her belt and has toured the USA, Europe and the UK multiple times, both as a headlining and supporting act over her long career. Along with her multiple tours, she has also headlined performances in Japan, Russia and Mexico showing that the appeal of AYRIA has stood the test of time, far and wide.
Ayria
This Is My Battle Cry
(Artoffact Records)
Release Date: August 5, 2022
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