Rina Sawayama’s New Video for “This Hell” is the Perfect Complement to Pride Month

Last month, multifaceted singer/songwriter Rina Sawayama debuted “This Hell,” a confident and exceptionally catchy new song that is aligned with the central goals of the LGBTQ+ community — namely, acceptance, which of course is at the forefront of Pride Month. It’s the lead single to Sawayama’s new album, Hold the Girl, due out Sept. 2 via Dirty Hit.

Sawayama, who publicly identifies as both bisexual and pansexual, “This Hell” has a special importance, especially considering the stories making news lately.

“It’s an important song for me given the human rights that are being taken away from minorities at a rapid rate in the name of traditional religious beliefs, more specifically I was thinking about the rights being taken away from the LGBTQ community when I wrote this song. When the world tells us we don’t deserve love and protection, we have no choice but to give love and protection to each other. This Hell is better with you.”

Channeling her perspective, Sawayama debuted a music video for the track on Wednesday, and it’s perfectly timed to arrive in the middle of Pride Month:

“It was amazing to get back together with director Ali Kurr (‘XS’, ‘Bad Friend’) for the video for ‘This Hell,'” said Sawayama. “We always like to tell engaging stories through film together so this one was about love and community in the face of hatred and dissent.”

🔥THIS HELL OFFICIAL VIDEO🔥
directed by Ali Kurr https://t.co/rh2IjnBlKC

like and comment and share the good gospel and pass the wine 🍷🍷🍷🍷🍷🍷🍷🍷🍷🍷 pic.twitter.com/VuNfj4yiyF

— RINA SAWAYAMA (@rinasawayama) June 15, 2022

The song was co-produced by Paul Epworth and Clarence Clarity and written by Rina alongside Vixen, Epworth and long-term friend and collaborator Lauren Aquilina (Demi Lovato, Little Mix).

Sawayama also recently performed “This Hell” on Fallon:

To catch up on Rina Sawayama’s recent success, here’s a bit of a primer, per a news release:

In 2020, Rina’s debut album SAWAYAMA became one of the most critically acclaimed albums that year landing on over 50 album of the year lists, including the New York Times (#2), The Guardian (#3) and Rolling Stone (#6). The last 18 months have seen Rina Sawayama achieve a magnitude of milestones including changing the Mercury Prize and BRITs eligibility rules which meant Non-British artists could apply if they have been a permanent resident in the UK for more than 5 years. In 2021 Elton John joined forces with the pop star to release a special rendition of “Chosen Family,” a powerful and emotional ode to her LGBTQ+ family. Elsewhere Rina injected new life into Lady Gaga’s instant club classic “Free Woman.” 2023 will see Rina in her film acting debut as she stars in John Wick 4 alongside Keanu Reeves.

Rina Sawayama is one of the most intriguing and risk-taking acts in the rock/pop world these days, and “This Hell” is a captivating introduction to her next chapter. Stay tuned for more.

Upcoming tour dates:

6/26 – Dublin, Ireland @ Mother Pride Block Party
7/22 – Southwold, England @ Latitude Festival
8/5 – Katowice, Poland @ OFF Festival
8/20 – Osaka, Japan @ Summer Sonic Osaka
8/21 – Tokyo, Japan @ Summersonic Festival
9/3 – Stradbally, Republic of Ireland @ Electric Picnic
10/12 – Glasgow, Scotland @ SWG3
10/13 – Glasgow, Scotland @ SWG3
10/15 – Dublin, Republic of Ireland @ Olympia Theatre
10/18 – Nottingham, England @ Rock City
10/20- Manchester, England @ Manchester Academy
10/21 – Birmingham, England @ O2 Academy Birmingham
10/23 – Brighton, East Sussex, England @ Brighton Dome
10/26 – London, England @ O2 Academy Brixton