Pop star Ava Max is back with a bang this summer with her third studio album, Don’t Click Play, which will be released on August 22, 2025 on Atlantic Records. Known for her bold style and ability to reinvent herself, Ava Max promises to surprise her fans with a fresh and provocative approach.
🔥 A marketing campaign that defies the rules
True to her innovative style, Ava Max has opted for an unconventional marketing strategy to promote her new work. Through the “Don’t Click Play on Ava Max” campaign, the singer urged her followers not to listen to her music, generating intrigue and buzz on social networks. This “reverse psychology” tactic included a web page with a supposed request to stop supporting her music, which in reality hid a preview of her new single.
🎶 “Lost Your Faith” is the first preview of the album.
The album’s lead single, Lost Your Faith, was released on February 7, 2025. The song has been described as a powerful pop ballad that addresses themes of loss and redemption. With a mix of 80’s rock-inspired sounds and dance-pop elements, Ava Max once again shows her artistic versatility.
The official music video, released on March 18, 2025, features Ava Max in a visual narrative that complements the emotionality of the song. Production was handled by PinkSlip, with mixing by Serban Ghenea, and the song was written in collaboration with Delacey, Leroy Clampitt and Lucy Healey.
✂️ A return to its roots at Coachella
During her performance at the Coachella Festival in April 2025, Ava Max surprised the audience by cutting off half of her blonde hair live, thus recovering her iconic asymmetrical style that characterized her in her early days. This symbolic gesture marked a return to her musical and aesthetic roots, anticipating the focus of the new album.
📀 “Don’t Click Play”: what we know so far
Although the full track list has not yet been revealed, Don’t Click Play is expected to include collaborations with renowned producers and artists. The album follows her previous works Heaven & Hell (2020) and Diamonds & Dancefloors (2023), consolidating Ava Max’s artistic evolution.
With a combination of innovative marketing strategies and a renewed musical approach, Don’t Click Play is shaping up to be one of the most anticipated releases of the year. We at LoffMusic will be keeping an eye out for all the latest news on this exciting project.
