Emmy has finally given us the worldwide debut for her latest music video to accompany the release of Sirelov heranum em (or “I’m Loving Away“) – and she’s using it to tackle the big issue of domestic violence.
If you thought that you’d be getting something more along the lines of her Eurovision entry “Boom Boom”, then you’re very much mistaken. This is a far more serious Emmy than we’ve ever seen—and she pulls it off well!
Both the video and song start off at a fairly steady pace, quickly laying down the marker that they’re both building to something. The video delivers its message in brutal fashion. Emmy, having tried to prevent her partner from drinking, receives a blow to the face, leaving her bruised and bleeding.
Those shots are effective, as are the closing images as she struggles to leave. It isn’t easy, even if she has already packed her bags, underscoring the emotional difficulties that victims of domestic abuse face. There’s no “happy ending” here. It’s admirable that Emmy and her team approached it in this fashion. She’s also reached out on Facebook, telling all women that “we are strong”.
By throwing herself into the song, Emmy loses control of her voice. Her vocals demonstrate confidence and power early on, but come off as slightly shouty by the end. Watch it with the video and it’s fine, but take away the visuals and you’re left needing to recuperate…
Still, it’s a solid effort all round and ranks up there with some of the best post-ESC songs from Armenian contestants. Even if that list mainly just consists of PreGomesh…
What do you think? Are you a fan of this new direction from Emmy? Let us know in the comments!