Billie Eilish’s eagerly awaited third studio album has arrived. Titled Hit Me Hard and Soft, it includes 10 new tracks that fans get to experience all at once, as she chose not to release any singles beforehand. This strategy is akin to her approach with past albums, When We All Fall Asleep, Where Do We? from 9, and Hier Than Ever from 2021, both of which were also crafted with her main collaborator, Finneas, who produced the album. The songs in this new album delve into themes of sexuality, physical appearance, and the personal revelations she encountered during its creation as a 22-year-old.
“This album feels like it’s me,” Eilish mentioned in her May 2024 Rolling Stone cover interview. “It’s not a persona. It resembles my When We All Fall Asleep, Where Do We Go? era. It’s like revisiting my younger self.”
Eilish explained that Hit Me Hard and Soft allowed her to reconnect with her past. “The entire process felt like rediscovering the girl I used to be. I’ve missed her,” she revealed. “I’ve been looking for signs of that version of myself, but it seems as though the demands of fame and the media have overshadowed her. I can’t even pinpoint when she vanished.”
Last Friday saw the release of Hit Me Hard and Soft, which has been met with critical praise. The album currently competes with Taylor Swift’s The Tortured Poets Department for the top spot on next week’s Billboard 200. Swift’s album, released in April, has dominated the charts for four weeks, sparking rumors of a rivalry. Swift’s fans, known as Swifties, have accused Eilish of criticizing Swift’s Eras Tour.
Earlier this week, Eilish engaged with fans on the music app Stationhead, where she addressed questions about her new album. When asked if she would include all tracks from Hit Me Hard and Soft in future performances, Eilish said it would be impractical, noting that it would make the show impossibly long. Swift fan page Swiffer Updates posted a clip from the session on X, highlighting Eilish’s remark that a three-hour show would be “literally psychotic.”
“Nobody wants that,” she said. “You wouldn’t enjoy it and neither would I, as a fan. Even for my favorite artist, three hours is too much. It’s simply too long.”
Swifties were quick to perceive this as an attack on Swift, whose Eras Tour lasts three and a half hours. On X, some criticized Eilish, accusing her of being insecure and unable to perform for that duration. Others noted that Eilish did not mention Swift by name and had previously commended the Eras Tour in a Los Angeles Times interview, calling Swift and Beyoncé “untouchable superstars” for their ability to conduct lengthy and memorable shows.
In March, Eilish’s comments about sustainability were also seen as a potential slight towards Swift. She criticized the industry’s use of multiple-vinyl packaging to drive sales, which many assumed was aimed at Swift, known for her special editions and frequent re-releases. Eilish later clarified on Instagram that her remarks were meant to address broader industry issues, not any specific artist.
The supposed feud has continued to escalate. Following Swift’s release of three limited digital editions of TTPD last week, Eilish responded with a new digital edition of Hit Me Hard and Soft. The competitive streak carried on, with Swift issuing a “Fortnight” remix on Tuesday, leading Eilish to release a “L’Amour De Ma Vie” remix and an additional album expansion. Just before the sales window closed for the week, Swift dropped three more limited digital versions of TTPD on her website, each featuring a new live track from her Paris performance on the Eras Tour.
Frequently asked questions
What did Billie Eilish say about Taylor Swift?
“It’s so wasteful,” Eilish stated, which many saw as a shot at Swift, who is well-known for producing many special editions and re-releases of her albums.
Who is Billie Eilish’s manager?
Billie Eilish’s manager has over 20 years of expertise in the music business. Danny Rukasin has been a notable music manager for the last 23 years, representing singers, producers, and composers alike.
