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Photo Credit: @aada3m

With his second single of the year, 347aidan returns to us this week with his newest track/video "WHEN THE DEVIL CRIES." This new cut from the young alt-pop-meets-hip-hop artist comes right on the heels of his massively successful 2020, and his most recent track "IDWK" with producer powerhouse Kenny Beats. With the world eagerly anticipating his next move, one might expect 347aidan to give a little under the pressure and play it safe, but luckily his latest track "WHEN THE DEVIL CRIES" provides fans with another dose of his signature chaotic style and an equally insane video to boot.  

"WHEN THE DEVIL CRIES" sees 347aidan creating another hit that in many ways reflects the young creative himself. The downtempo track begins with a blues-y alt-rock guitar riff, but quickly unfolds into heavy hip-hop percussion and coarse vocal harmonies. 347aidan's rawness only gets amplified by his heartfelt delivery of lines like "You’re my medicine, but you act as cyanide / I’m a lost soul going on a joyride / Can you kiss me again for the last time?" This sense of artistic bewilderment extends to 347aidan himself, because though the Ontario-born artist initially appears to be slightly unassuming, only when listeners are treated to his creative vision do they see he is anything but. The video for "WHEN THE DEVIL CRIES" works in a similar way - what begins as a light-hearted nod to the Eric Andre Show with imDontai careens towards chaos when 347aidan hijacks the narrative with his Joker-inspired visuals. The track and visual pair together perfectly, providing fans with a vulnerable and honest cut that will be sure to stay in their weekly rotation for the time being.  

With 347aidan being 2/2 so far this year, it's only a matter of time until his unique musical and visual style bleeds into the mainstream. With a devoted fan base under his belt, 347aidan's newest work on "WHEN THE DEVIL CRIES" proves that he has what it takes to be one of the industry's next big stars. After the year 347aidan's had so far, hopefully this isn't the last we'll hear from him in 2021.