Adele Drops 'Send My Love (To Your New Lover)' Video & The World Is Weeping
On Sunday, British pop singer and diva sensation Adele dropped her "Send My Love (To Your New Lover)" video at the 2016 Billboard Music Awards after teasing fans last week about the new video release. The 28-year-old pop star released the song as her third single in December from her eagerly anticipated and stunning third studio album, 25. Adele is nominated for eight awards at Sunday's music awards show, including such major accolades as Top Artist, Top Female Artist, Top Billboard 200 Artist, and Top Hot 100 Song for "Hello." Adele herself was not present at the awards show, as she is currently on her world tour, performing Sunday night in Lisbon, Portugal.
"Send My Love (To Your New Lover) was directed by Patrick Daughters, an American music video director whose credits include the Yeah Yeah Yeahs, Muse, Kings of Leon, Death Cab For Cutie, and Depeche Mode. "Send My Love" is Daughters's first video with Adele. Filmed in London, the video featured something of a rarity for Adele: her dancing! Her video featured an almost dizzying effect as images of Adele — dressed in a long-sleeve, floor length floral gown — were layered on top of each other in what looked like multiple takes and angles as she sang. The effect was at once both hypnotic and innovative.
The song has already performed well internationally as an album track before it was announced that it would be next single from 25, debuting at number 79 on the Billboard Hot 100 Chart in the U.S. and number 112 on the UK Singles Chart in December last year. The song is an upbeat departure for the usually soulful pop diva; music critic Andrew Unterberger from Spin Magazine described "Send My Love" as "the "Since U Been Gone" we somehow never knew Adele needed."
"Send My Love" was inspired by one of Adele's ex-boyfriends. She told her fans in November at her 25 album premiere at Joe's Pub in New York City that "He was a wimp. He couldn't keep up with me. So, sorry." Her latest single is definitely reflective of how much Adele has matured in the last four years since becoming a mother in 2012 with partner Simon Konecki — as many of Adele's songs from 25 reveal. With lyrics such as "We both know we ain't kids no more/No, we ain't kids no more" and "I'm giving you up/I've forgiven it all/ You set me free" — "Send My Love" is a total post-breakup power tune with a delightfully catchy beat. Oh, and the ever-amazing vocals from Adele.
Fans at the BBMAs went nuts once the video ended, and fan reaction on Twitter has been equally as enthusiastic:
Adele's video is cute though. Very basic, very too the point, very Adele basically. It's just about her and her music as it always has been— Michelle (@jefferbelle) May 23, 2016
Once again, Adele has re-upped her diva status with tonight's release of her "Send My Love" music video, and without even being at the actual awards show Sunday night.