As expected, Billie Eilish has officially announced her third full-length album: “‘HIT ME HARD AND SOFT,’ MY THIRD ALBUMMMMMMMMMMMMM COMES OUT MAY 17THHHHHHHHHHHHHHHH AHHHHHHHHHH,” she wrote in an emoji-loaded social media post accompanied by a photo of the album’s cover, which features Eilish underwater, swimming toward an open white door. “So crazy to be writing this right now i’m nervyyyyy & exciteddd. Not doing singles i wanna give it to you all at once. Finneas and i truly could not be more proud of this album and we absolutely can’t wait for you to hear it. Love you love you love you.”

The album’s official press announcement was accompanied by a new photo of Eilish underwater, similar to the album cover

The album’s controversial title, breaking from Eilish’s recent lowercase style to embrace all-caps reminiscent of her earlier work, finds partial explanation in a subsequent press release. It promises to deliver both impactful and gentle blows, blending genres and resisting current trends. Dubbed “HIT ME HARD AND SOFT,” the album is described as a journey through a diverse sonic landscape, immersing listeners in a spectrum of emotions, and solidifying Billie Eilish’s position as a preeminent songwriter of her era.

As usual, Eilish and her musical partner, brother Finneas, are the creative force behind the album, with Finneas also handling production duties.

Notably, the album will be available across all digital platforms, echoing Eilish’s recent environmental concerns regarding physical products like vinyl. The announcement emphasizes the use of 100% recyclable materials in limited physical formats, aligning with Eilish’s commitment to sustainability. Interested parties can find further details on the album’s eco-friendly production on the official website.

Teasing the album’s imminent release, Eilish employed a familiar tactic of enigmatic billboards in major cities worldwide, adorned with her signature “blohsh” symbol and cryptic lyric snippets.

This strategy echoes the promotional campaign for her previous album, “Happily Ever After,” in 2021.

While Eilish and Finneas have been occupied with promoting their song from the “Barbie” film and soundtrack, they’ve been gearing up for the release of their third full-length album. The last few months have seen a burst of creativity after a period of stagnation, with the mastering of the album marking the final stage before distribution.

In a statement from September, Eilish confirmed the imminent arrival of a new album, hinting at its advanced stage of production and the excitement surrounding its release.