Los Angeles singer and songwriter Em Beihold unveils her new single and its accompanying music video entitled “Too Precious.” The Danin Jacquay-directed visual effort translates the lyrical contents of the record to the screen seamlessly as Em shines for the camera.
The track tiptoes between finger-snaps, jazzy piano, and a thumping beat as she asserts herself as an outlier once more. Right from the jump, Em confesses, “I’ve got my own idea of fun, don’t need to get drunk at the club, start kissing strangers, don’t need the danger.” Her voice teems with energy on the chorus, and she makes an empowering promise, “I do what I want.”
“I wrote ‘Too Precious’ after someone I knew literally called me “too precious” because I wasn’t into the whole partying, drinking, drugs scene like most people my age,” Em shares. “I grew up getting excluded a lot because I didn’t do the “cool kid” things, so I wanted to write an anthem for people who felt like me!”
Meanwhile, her breakout smash “Numb Little Bug” just received a gold certification from the RIAA. It has impressively racked up over 250 global streams and nearly 8 million YouTube views on the music video. With more music slated to release later this year alongside tour dates, Em Beihold is an exciting new artist to watch this year. In the meantime, watch “Too Precious” below.
In other music news, singer-songwriter Avery Lynch unveils her new single “Love of My Life.”