Sweet but Psycho

"Sweet but Psycho" is a song by American singer Ava Max, released as a single on August 17, 2018, through Atlantic Records. It is the first single from her upcoming debut studio album. The song was co-written by Max, Madison Love, Andreas Andersen Haukeland, William Lobban-Bean, and Cirkut, who also handled production. It is a pop, dance-pop, electropop, and synth-pop song that describes a female being told that she is psycho. The song's title originated from Max's parents when she was a child. "Sweet but Psycho" received controversy for the lyrics and subsequent music video stigmatizing the perception of mental illnesses such as psychosis and psychopathy, with mental health organizations in Ireland attempting to ban the song from radio.

"Sweet but Psycho"
Single by Ava Max
ReleasedAugust 17, 2018
Format
Genre
Length3:07
LabelAtlantic
Songwriter(s)
Producer(s)Cirkut
Ava Max singles chronology
"Into Your Arms"
(2018)		 "Sweet but Psycho"
(2018)		 "Make Up"
(2018)
Music video
"Sweet but Psycho" on YouTube

Upon release, it appeared on various Spotify playlists before subsequently peaking at number one in 22 countries including Sweden, Finland, Norway, and the United Kingdom, where it stayed at number one for four consecutive weeks. The song is Max's first top 10 in the United States, peaking at number 10 on the Billboard Hot 100. "Sweet but Psycho" was the highest year-end song of 2019 in Slovenia, and has been certified platinum in 17 countries, as well as diamond in Brazil and Poland. The music video was directed by Shomi Patwary, and depicts Max's character assaulting model Prasad Romijn. It was compared to films Fatal Attraction and The Shining, as well as other music videos by Rihanna and Bebe Rexha. Max performed the song at several televised events, as well as in a medley during the 2019 MTV Video Music Awards and 2019 MTV Europe Music Awards.

Background and development

In 2014, Ava Max first encountered Canadian record producer Cirkut at his dinner party in Los Angeles, during which she had several demos rejected from producers and songwriters, as well as questionable business deals.[1][2][3] After singing "Happy Birthday" to him, he immediately took her under his wing and handled production of her music. In July 2016, she released the song "Anyone but You" on SoundCloud,[4] which gained popularity and attracted various record labels towards Max. After being contacted by several labels through email, she eventually signed a record deal with Atlantic Records.[1][2]

"Sweet but Psycho" is the first single from Max's upcoming debut studio album.[5] It was co-written by Max, Madison Love, Andreas Andersen Haukeland, William Lobban-Bean, and Cirkut, who also handled production.[6][7] The title originated from when Max was a child, as her parents told her that "You're sweet, but you're a little psycho".[8] In an interview with Idolator, she discussed the song's message, stating that it is "about a girl who's not afraid to show all of her sides and her dualities, and about a guy loving all those sides", further elaborating that she was misunderstood as a "psycho" but was "an outspoken girl... speaking her mind".[2]

Composition

"Sweet but Psycho" is a pop,[9] dance-pop,[10] electropop,[11] and synth-pop song,[12] which is inspired by music in the 1980s.[3] According to the sheet music published at Musicnotes.com by Hal Leonard LLC, it is based on 4
4 common time, the tempo is 137 beats per minute (BPM), and is played in the key of D major. Max's vocal range spans from the low note A3 to the high note of D5,[13] while the song is constructed in verse–chorus form.[14] Three distinct hypnotic hooks are used in the EDM-themed chorus that overlap with each other, including 'psycho/right though', 'm-m-m-m-mine', and 'run, don’t walk away'.[15] Max's vocals are pitch-altered and overshadow the stock scream effects used in production.[16] Bubblegum pop inspired verses are incorporated with hand-claps,[11] while the bridge uses elements of trap music accompanied by a belt from Max.[15][17] A kick-drum roll is implemented in the downbeat, which also includes a stereo call and response in every fourth measure of the chorus, second in the verse, and the first half during the pre-chorus.[14]

Chris DeVille of Stereogum compared it to previous Eurodance songs such as La Bouche's "Be My Lover", Eiffel 65's "Blue (Da Ba Dee)", and Cascada's "Everytime We Touch", along with Lady Gaga's electropop singles "Just Dance", "Poker Face", "Telephone", and "Bad Romance".[18] The lyrics describe the perception of women in relationships,[11] which the word "psycho" is referred to feeling accepted for having an outspoken personality.[19] A quote from American television series 30 Rock is referenced in the chorus lyrics, "Grab a cop gun kinda crazy / She's poison but tasty".[3]

Several "Sweet but Psycho" remixes were released by Paul Morrell, Morgan Page, and Dirty Disco. Morrell's remix had a darker tone and lead with a thick bassline in contrast to Page's uplifting remix, which had melodic touches. The Dirty Disco remix fused layered piano chords and synth stabs with the drum programming in order for the song to sound "tribal".[20]

Critical reception

Writing for Billboard, Jon Ali praised "Sweet but Psycho" for providing an "instantly addictive" slice of pop,[9] while the publication also singled out the "pristine, instantly repeatable chorus".[17] Sam Brooks of The Spinoff deemed it "a Frankenstein of a pop track", noting that it would fit the tracklist of Lady Gaga's 2008 debut album The Fame. He commended Max for fusing elements of Gaga, Katy Perry, and Marina Diamandis, to become the Mary Shelley of pop.[15] The Belfast Telegraph commented that the song was "infectiously catchy, earworm-friendly", and sassy.[21] Vulture writer Myles Tanzer acknowledged the similar formula used in productions by Dr. Luke and Cirkut, but stated that it was "scientifically perfect".[3]

In a mixed review, The Daily Telegraph writer Alim Kheraj classified the song as "an unapologetically generic piece of pop", stating that while it reclaims negative connotations around madness and womenhood in contrast to Billie Holiday's "Crazy He Calls Me", Patsy Cline's "Crazy", Madonna's "Crazy for You", and Beyoncé's "Crazy in Love", it has allowed female artists the freedom to express themselves in order to attract an audience.[22]

Commercial performance

Europe

The release of "Sweet but Psycho" led to the song being promoted on various streaming services, where Max saw an increase in streams and social media followers.[23] It topped the Swedish Spotify chart and had strong engagement in Bulgaria, which led to Artist Publishing Group executive Mike Caren recommending that the song should be established in Nordic countries before expanding to the United States.[24] The single first topped the Sverigetopplistan in Sweden on October 5, 2018 for four consecutive weeks,[25] before entering Finland and Norway,[26] where it peaked at number one in both countries.[27][28] "Sweet but Psycho" peaked at the top of the UK Singles Chart on the week of December 29, 2018, where it remained for four weeks before being dethroned by Ariana Grande's "7 Rings".[11][29] It was certified double platinum by the British Phonographic Industry (BPI) on May 31, 2019, for selling over 1.2 million units.[30] The single was ranked at number two on the 2018 UK Singles Chart Christmas number ones, as LadBaby reached number one with his cover of the 1985 Starship song "We Built This City", which outsold "Sweet but Psycho" by 18,500 units.[31]

On the Irish Singles Chart, the song reached number one, where it remained on the chart for 53 weeks.[32] It also reached number one on the 2018 Irish Singles Chart Christmas number ones, beating Ariana Grande's "Thank U, Next" by 300 units in sales.[33] On the Official German Charts, "Sweet but Psycho" debuted on October 26, 2018 at number 82, topping the chart for six weeks, and charting for 50 weeks.[34] In Slovenia, it peaked at number one,[35] eventually being ranked at number one on the 2019 year-end chart.[36] In Poland, "Sweet but Psycho" topped the Polish Airplay Top 100 on the chart issued January 19, 2019,[37] where it was certified diamond by the Associação Fonográfica Portuguesa (AFP) for track-equivalent sales of 100,000 units.[38]

North America, Australasia and Brazil

"Sweet but Psycho" debuted at number 87 on the Billboard Hot 100 on the December 29, 2018 issue of Billboard.[39] The song eventually reached the top 10 after 23 weeks, where it peaked at number 10 on the week of June 14, 2019, and remained for three consecutive weeks.[40] This earned Max her first top 10 song in the country.[41] Billboard reasoned that the song's "anomaly" in mainstream music at the time, which embraced hip hop and R&B, allowed pop radio to immediate accept its mainstream sound after stagnating from the "clumsy" rotation of both genres in the streaming age.[17] The song also topped the US Dance Club Songs on the chart dated February 2, 2019,[11] which was aided by several remixes by Paul Morrell, Morgan Page, and Dirty Disco.[20] It was certified double platinum by the Recording Industry Association of America (RIAA) on September 6, 2019, for selling over 2 million units.[42] The single was ranked at number 25 on The 25 Most-Consumed Songs of 2019 chart compiled by BuzzAngle Music, selling over 1,838,139 units.[43] "Sweet but Psycho" peaked at number 11 on the Canadian Hot 100 on the May 11, 2019 issue of Billboard.[44]

In Australia, the single debuted on the ARIA Singles Chart on November 11, 2018, at number 45. It peaked at number two for 3 weeks and remained on the chart for 31 weeks,[45] eventually being certified five-times platinum by the Australian Recording Industry Association (ARIA) for sales over 350,000 units.[46] The song topped the New Zealand charts on January 7, 2019,[47] where it was certified platinum by Recorded Music NZ (RMNZ).[48] In Brazil, "Sweet but Psycho" was certified diamond by Pro-Música Brasil (PMB) for selling over 160,000 units.[49]

Controversy

The song lyrics have been criticized by several mental health advocates for stigmatizing mental illnesses such as psychosis and psychopathy. Alim Kheraj of The Daily Telegraph stated that it "boasts lyrics akin to clickbait, pejoratively using terms such as "psycho" and "crazy" to evoke a sentiment that seems starkly at odds with the recent progress the music industry has made in how mental health is discussed."[22] HeadStuff writer Courtney Smyth did not specifically single out Max but claimed that the people involved should have reconsidered releasing the song as it contained lyrics describing "misogynistic stereotypes", praising feminist artists such as Ariana Grande releasing songs such as "Thank U, Next" to reduce the stigma of mental illness.[50] On January 25, 2019, the UK's Zero Suicide Alliance sent out an open letter, condemning the song's lyrics of "perpetuating existing stereotypes" that further stigmatize the illness, as well as attempts by Irish mental health organizations to ban the song from radio airplay in Ireland.[51]

In response to the accusations, Max denied the claims in a 2019 interview with Vanity Fair, stating that it was about several gaslighting experiences with men. She defended the use of the word, stating that it has "a deeper meaning", and wanted the music video to be a theatrical experience for everyone.[52]

Music video

Background

The music video was directed by Bengali-American filmmaker Shomi Patwary, and features model Prasad Romijn.[53] It was released on August 27, 2018.[54] Patwary used saturated colors in order for the music video to be perceived as artificial, as he did not want it to appear "realistic" so that it would be too violent. Lens flare was constantly utilized through the Lomo as an anamorphic format, while the video was rotoscoped and filtered to appear sharp. An ending for the music video was shot which had Max waking up from a dream. However, the sequence was scrapped because Patwary disliked the cut and wanted it to finish with an open-ended conclusion.[55] As of June 2020, the video has over 574 million views on YouTube.[56]

Synopsis
The music video's depiction of Max received a divisive response from critics and mental health advocates about stigmatizing illnesses such as psychosis and psychopathy.[22][50][57]

The video begins with a grayscale shot of a man kissing another woman outside an apartment, as Ava Max walks by in disgust. Cinematic black bars then begin to close as the setting shifts to a brightly-lit mansion. Max walks down a spiral staircase wearing an orange jacket and black crop top. She is seen with mascara streaks down her eyes, as she rips a piece of clothing and texts the man to have dinner with her. Max then proceeds to pick up a baseball bat, throw darts at a board with his face on the bullseye, drink a glass of red wine, and smoke a cigarette. The man arrives at the mansion, where she grabs him by the hand and leads him up the staircase to a banquet.

A red-haired Max slices a turkey, which he subsequently eats. She then pours the red wine into his cup, which becomes green. The man drinks the liquid, immediately hallucinating as Max throws a kitchen knife at him. He runs down the staircase in horror, as a sequence features Max dancing in a wedding dress alongside the comatose man in bed. She erratically paints red splotches on an easel and shakes his head. A flashing sequence is shown of Max waving an axe on the staircase, ripping a photograph of the man printed on paper, and rolling the unconscious man's head. In another scene, he escapes into Max's wardrobe, as she smears his shirtless body with blood in a separate scene. In the wardrobe, a mutilated corpse falls out in front of him. Various sequences are shown of Max with the unconscious man as she pours gasoline on him. She sets the room alight, with the unconscious man on the bed.

Reception

Hannah Hightman of V Magazine described the video as an "aesthetic psychosis", stating how Max's psycho characteristics were "too possessive, too dominant, too uninhibited". She also complimented the video's satiric nature, praising Max's parodies of the various ways the word 'psycho' is used, based on the "funhouse mirror distortion of relationship problems that many women face".[57] Steve Erickson of Studio Daily considered it to be "a more modest version of Lady Gaga's elaborate roleplay".[55] Alim Kheraj of The Daily Telegraph noted that the video referenced films such as Fatal Attraction and The Shining, while also comparing the negative connotations of mental health to other music videos such as Rihanna's "Disturbia" and Bebe Rexha's "I'm a Mess".[22]

Live performances

Max performed "Sweet but Psycho" on the January 23, 2019 episode of The Late Late Show with James Corden, which was the song's American television debut.[58] She wore a pearl white corset and tulle skirt which covered her jet-black leather pants, while the background lighting alternated between blue and red as the four catsuit-wearing dancers performed a synchronized shoulder shrug.[12] On January 25, 2019, she performed the single on Today.[59] Max wore a red English-military jacket, black leather pants and black platform shoes, while the dancers all wore black outfits.[60] She also appeared on The Ellen DeGeneres Show to perform the song on April 11, 2019, sporting a fully black outfit and signature hairstyle while joined by a group of dancers.[61][62] She performed "Sweet but Psycho" on breakfast television show Sunrise on April 29, 2019, as her debut performance on Australian television.[63][64]

Max performed the song at the 2019 Wango Tango in a medley with "So Am I" and "Salt".[65][66] She wore a green and purple long-sleeved outfit made by Zemeta, black leather pants, silver Steve Madden stiletto boots, and an Avec Les Filles iridescent trenchcoat.[67] During the pre-show of the 2019 MTV Video Music Awards, Max began the performance with "Torn" before seguing into "Sweet but Psycho".[68] Max and the dancers both wore silver outfits and gladiator boots, while performing a choreographed dance with vocal runs.[69] On the 2019 MTV Europe Music Awards, she performed the song along with "Torn". Max wore a red gown while performing on a white runway, which used "minimalist imagery to maximum effect".[70] She performed "Sweet but Psycho" as the final song in a medley after "So Am I" and "Torn" at the 2019 Jingle Bell Ball.[71]

Track listing

Personnel

Credits adapted from Tidal.[6]

Charts

Certifications
Region CertificationCertified units/sales
Australia (ARIA)[46] 5× Platinum 350,000
Austria (IFPI Austria)[180] 2× Platinum 60,000*
Belgium (BEA)[181] Platinum 40,000*
Brazil (Pro-Música Brasil)[49] Diamond 160,000
Canada (Music Canada)[182] 5× Platinum 400,000
Denmark (IFPI Denmark)[183] 2× Platinum 180,000
France (SNEP)[184] Platinum 200,000
Germany (BVMI)[185] 3× Gold 600,000
Italy (FIMI)[186] 3× Platinum 150,000
Netherlands (NVPI)[187] 2× Platinum 160,000^
New Zealand (RMNZ)[48] Platinum 30,000*
Norway (IFPI Norway)[188] Platinum 60,000
Poland (ZPAV)[38] Diamond 100,000*
Portugal (AFP)[189] Platinum 20,000^
Spain (PROMUSICAE)[190] Platinum 40,000
Switzerland (IFPI Switzerland)[191] 4× Platinum 80,000^
United Kingdom (BPI)[30] 2× Platinum 1,200,000
United States (RIAA)[42] 2× Platinum 2,000,000

*sales figures based on certification alone
^shipments figures based on certification alone
sales+streaming figures based on certification alone

Release history
Region Date Format Version Label Ref.
Various August 15, 2018
Acoustic Atlantic [73]
August 16, 2018
  • Digital download
  • streaming
  • EP
 The Remixes [75]
August 17, 2018
  • Digital download
  • streaming
 Original [72]
Italy October 15, 2018 Contemporary hit radio Warner [192]
Australia November 2, 2018
[193]
United Kingdom November 16, 2018 Atlantic [194]
Japan December 27, 2018 CD single Remixes [76]
Various March 4, 2019
  • Digital download
  • streaming
 The Remixes [74]

See also

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