Daya Drops Pastel Pink “Safe” Video, Launches Social Media Campaign

Mike Wass | July 18, 2018 5:06 pm
Daya's Cinematic 'New' Video
The teenager returns to the pop scene with a 'New' single and elaborate video.

Daya returned to the pop fold in June with a timely anthem called “Safe.” It turns out, she wrote the song (with collaborators Laleh and Joel Little) the day after the Route 91 Harvest Festival shooting in Las Vegas. “I felt powerless and lost trying to come to terms with the senselessness of it,” the 19-year-old remembers. “The song draws on the feelings of safety/invincibility that I experienced during my early childhood, where the only big horror stories were well-crafted movies or books of fiction.”

While the video takes an abstract approach to those themes, there’s still the sense of Daya withdrawing from the outside world in her pastel-pink room. The arty visual is accompanied by a social media campaign, which encourages fans to express their version of “safe” with a video, gif or message. “I want my song… to be an invitation to start a positive dialogue in a world in need of compassion,” she says in the launch video. “Safe” is the second cut from Daya’s sophomore LP. Watch up top.

thank u for the premiere @refinery29 💘 #safeis

A post shared by Daya (@daya) on

Do you love the video? Let us know below, or by hitting us up on Facebook and Twitter!