Adele has presented her new single. About 300,000 fans saw how Easy On Me was put on YouTube at midnight UK time. Eight hours later, the video clip already had almost 15 million clicks and the reactions are mostly positive.
Easy On Me is the first single from the new album 30, the singer’s first since 2015. That record will be released on November 19, the singer had already shared some previews of it via her social media in recent weeks.
The music video for the power ballad about lost love was made by the British singer with director Xavier Dolan. She also collaborated with him for the video of Hello, which was recorded in the same house.
This time Adele closes the door behind her and goes out into the world:
Adele previously said that the album 30 is about her divorce from record executive Simon Konecki. She wants to use the work to explain the breakup to her 9-year-old son. Just like her previous albums 19, 21 and 25 the title comes from the age at which she started it.
“I have rebuilt my home and heart with all my efforts and that is what this album is about,” she added in a message on Twitter last night. “I dare say I’ve never felt so peaceful in my life and that’s why I’m ready to finally release this album.”
praising comments
The BBC has praised the new song as “a woolly blanket to wrap around the loneliness and pain of anyone who has gone through a devastating divorce”. Adele’s voice is full of regret but also determination, according to the broadcaster.
Rolling Stone music magazine also mentions Easy On Me a beautiful number. “Adele returns and makes the world cry again.”
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On repeat until 1:45 a.m.
Fans worldwide were ready to listen to the song when it premiered. “I opened her YouTube channel at 00:45,” says 27-year-old Hans Vink. With a ‘small glass of wine’ and the curtains closed, he was ready. The video clip could be seen in the Netherlands from 1 a.m.
“And then it was on repeat until 1:45 a.m.,” says Vink. “It’s a very beautiful song. Just as I expected.” He has all her previous albums, also on vinyl. He is now looking forward to the new record. “And when she comes back to the Netherlands, I hope to be at the concert.”
With the song’s flying start, the question is whether Adele can manage to break her own YouTube record: her single Hello reached a billion views in a record time of 88 days in 2015. If she wants to beat BTS with the most clicks in 24 hours, she has to get above the 102 million viewers that butter achieved earlier this year.