Speaking on the track, Alexa explains that "Bleach" was written while she was tied up in an unpleasant major record label deal and it's, "about fighting the outside pressure to eliminate flaws within yourself that make you who you are."
Of some of the more graphic imagery in the video, she says it depicts her "attempt to kill off parts of myself in order to make others around me satisfied, but never successfully doing so because those parts of me can't be silenced. With each blow to the head, instead of death being the result, beauty and art are created. Even though I fall to the ground, I'm always able to get back up again."
Watch the video for "Bleach", directed and edited by MadAsHell (Leila Jarman / Mike Leisz), and be sure to check out her cover of Sophie B. Hawkins' "Damn I Wish I Was Your Lover" below.
Video Concept, Directed & Edited by MadAsHell (Leila Jarman / Mike Leisz) / mad-as.us
Produced by: Luka Fisher, Leila Jarman and Mike Leisz
Director of Photography: Spencer Rollins
Gaffer: Morgan Demeter
Art Direction + Hair/Makeup: Madison Renee Knapp
Special Effects + Production Design: Melisa Dougherty
Production Assistants (In Alphabetical Order): Shaurjya Banerjee, Tristene Roman, Ashwin Vaswani
Location: Imperial Art Studios
LYRICS:
bleach my, bleach my dark heart
i need it white and pure by morning
i’m leaving, inverting and collapsing in on myself
the ice is getting thinner beneath
my dizzy head and my shaking knees
cause i lost myself again
to the weakest voice inside my head
it’s a lost cause to defend
the flaws that make me who i am
so bleach my dark heart
bleach the, bleach the bruises loitering my skin
i know they’re not esthetically pleasing
lace up, lace up this suffocating corset
but i want to breath again
even if it’s not flattering to them
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