Billie Eilish Announces New LP 'Hit Me Hard and Soft', Introduces Groundbreaking Sustainability
Cover Images/Media Punch

While confirming her third studio album, the 'Ocean Eyes' singer hopes to inspire others by using eco-friendly and recycled materials for the vinyl and packaging of the upcoming LP.

AceShowbiz - On April 8, Billie Eilish unveiled her eagerly awaited third album, "Hit Me Hard and Soft," set to release on May 17. Along with the announcement, Eilish introduced a groundbreaking sustainability initiative to revolutionize the music industry's environmental practices.

"I'm nervyyyyy & exciteddd 🫣 not doing singles i wanna give it to you all at once :PPP finneas and i truly could not be more proud of this album and we absolutely can't wait for you to hear it. love you love you love you," she wrote.

Eilish's social media savvy propelled her to gain over seven million new followers within two days, especially after she added her millions of followers to her list of Close Friends on Instagram. Recognizing the responsibility of having such a huge power on her platform, she declared her commitment to using her influence for positive change.

Inspired by her parents' emphasis on mindful choices, Eilish has dedicated herself to minimizing the environmental impact of her music. Her website now features a sustainability tab detailing the eco-friendly innovations employed in the production of "Hit Me Hard and Soft."

In collaboration with Interscope Records, Darkroom, and Best Friends Music, Eilish has implemented stringent standards for physical products. The album's eight vinyl variants, released simultaneously, are all crafted from recycled materials. Black vinyl is 100% recycled, while colored variants utilize ECO-MIX or BioVinyl to reduce carbon emissions.

Packaging is equally sustainable: post-consumer waste and recycled fibers constitute the materials, while plant-based ink and water-based varnish replace toxic chemicals. Sleeves are recycled and reusable, and shipping boxes are recyclable. Cassettes and CDs also eschew plastic, opting for recycled shell pieces and softpaks made from renewable fibers.

Eilish's label, Universal Music Group, has established global emissions reduction goals and collaborates with her to develop sustainable product solutions. Her merchandise, for instance, utilizes dead stock materials, organic and recycled fabrics, and non-toxic dyes.

Billie Eilish's partnership with Reverb continues with the rollout of "Hit Me Hard and Soft." Reverb founder Adam Gardner praised her influence and activism, "Artists like Billie have tremendous power to change the entire music industry."

Eilish hopes her sustainability efforts will inspire others to adopt similar practices. "It really is as simple as that," she stated. By challenging the status quo and embracing eco-friendly production methods, Billie Eilish leads the charge towards a more sustainable future for the music industry.

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