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British import Cher Lloyd released her video for her new single “Sirens” off of her upcoming sophomore album Sorry I’m Late, looking to break away from the pop-candy of her debut with a deeper and darker sound.
In the conceptual video we begin with a blonder Cher Lloyd sitting in a kitchen and she lights up a cigarette. As an acoustic guitar starts the song, we pan through the kitchen to the dining room where three men sit, scheming something. Police sirens are heard in the background, and Lloyd’s seemingly male counterpart says “We can’t do this here,” and Lloyd’s character gets up and checks on her sleeping child. The cops and DEA agents finally come and arrest the man, while Lloyd has taken the drug stash and burned it in a trash can around the corner. The video ends with Lloyd and the child embracing.
Throughout the video, clips weave in and out of Lloyd singing the heartfelt lyrics, emotional and crying through the chorus "Lay down here beside me in the shallow water/Beside me where the sun is shining on us still/Lay down here beside me in the hallowed water/Beside me where the silver lining stays until/The sirens calling."
The slow build and peak are very reminiscent of Demi Lovato’s “Skyscraper," packing an emotional, and personal punch to the listener’s ears. Although a departure from the former X-Factor U.K.’s accustomed sound, the maturity of songwriting and lyrics is definitely welcome.
Cher Lloyd’s new album Sorry I’m Late is scheduled for release on May 27 through Epic Records.