Toronto, ON – June 20, 2018 – 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 taken from the band's forthcoming new album, The Great Depression, released on August 10th on Fearless Records.

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the band says, “This song and video tackle toxic masculinity, and the long overdue need to rebel and speak out against outdated ideals that to this day continue to threaten individuality.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where empathy is seemingly on a decline at many levels of everyday modern life, it is vital to stand up against such outdated tropes.”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

AN INTRODUCTION TO 'THE GREAT DEPRESSION' FROM VOCALIST PATTY WALTERS:
"The Great Depression’ is about the societal romanticisation of depression, the disrepair of present-day human connection, told through the story of a man who finds himself face-to-face with Death. This album is about asking questions rather than offering answers, exploring the lines where consolation and glorification collide, and asking if art is too subjective to offer a universal solution. 

We’ve approached this subject with the tremendous respect and sensitivity it warrants. Mental health awareness and prioritisation has always been immensely important to us, and we want to use this platform for good and to challenge problematic behaviours and stigmas.  More so than ever before, we’ll be working alongside incredible non-profits, donating proceeds to worthy causes, and using our music in hopes of creating a positive change."

MORE ON THE GREAT DEPRESSION:
When music is as its best, it is capable of holding a mirror up to the human condition in a way few other art forms can ever match. 

In the hands of the observant, the erudite, the compassionate and the philosophical, music allows us to better understand who we are and feel powerfully less alone. 

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.

Pre-order the album HERE.

THE GREAT DEPRESSION UK HEADLINE SHOWS:
November 18 – Antwerp Trix, Belgium
November 19 – Amsterdam Melkweg Old Hall, Netherlands
November 21 – Hamburg Logo, Germany
November 22 – Cologne Luxor, Germany
November 23 – Paris Boule Noire, France
November 25 – Bristol Thekla, UK
November 26 – Edinburgh Liquid Rooms, UK
November 28 – Manchester Ritz, UK
November 29 – Birmingham O2 Institute, UK
December 1 – London The Forum, UK

DOWNLOAD – album artwork | DOWNLOAD – high-res press photo

www.asitisofficial.com