POPPY Shares 'Dying To Forget' Music Video

Why It Matters

The video reinforces Poppy’s successful pivot toward heavier, genre‑blending music, expanding her reach in the metalcore market and capitalizing on Grammy‑level recognition. It also showcases a strategic use of fan participation and visual branding to deepen audience engagement.

Key Takeaways

• Poppy releases “Dying To Forget” video directed by Orie McGuiness
• Industrial video includes fans as extras and guests Isaac Hale, Stephen Harrison
• “Empty Hands” album blends metalcore, pop, and surrealist elements, praised by Pitchfork
• Poppy’s “Suffocate” collaboration nominated for 2025 Grammy Best Metal Performance
• North American tour adds French metalcore LANDMVRKS and post‑hardcore THOUSAND BELOW

Pulse Analysis

Poppy’s evolution from internet‑era pop provocateur to a bona fide metalcore contender has been cemented by the release of the “Dying To Forget” video. The visual, shot in a stark industrial corridor, mirrors the album’s sonic shift toward heavier guitars and abrasive textures while retaining her signature uncanny vocal style. By enlisting director Orie McGuiness—who previously shaped the aesthetic of “Guardian,” “Bruised Sky,” and “Time Will Tell”—Poppy ensures continuity in her brand narrative, turning each video into a chapter of a larger artistic saga.

The video’s production strategy leverages authentic fan energy, inviting real concert‑goers as extras to amplify the raw, communal atmosphere. Featuring guest musicians Isaac Hale of KNOCKED LOOSE and Stephen Harrison of HOUSE OF PROTECTION, the clip underscores a collaborative ethos that resonates with metalcore’s community‑driven culture. This blend of industrial visuals, live crowd dynamics, and cross‑artist participation not only deepens fan loyalty but also positions Poppy as a bridge between mainstream pop and underground metal scenes.

Industry observers note that Poppy’s recent Grammy nomination for “Suffocate” and her historic 2021 solo nomination signal a broader acceptance of genre‑fluid artists in traditionally rigid award categories. The upcoming North American leg of the “Constantly Nowhere” tour, supported by French metalcore act LANDMVRKS and post‑hardcore band THOUSAND BELOW, amplifies this momentum, targeting both existing fans and new listeners in key markets. By aligning her touring roster with complementary heavy acts, Poppy maximizes exposure, drives ticket sales, and solidifies her foothold in the expanding metal‑pop crossover space.