Smoking. Crying. DEA agents busting down the door, on the hunt for drugs. Somehow the Cher Lloyd who was cute as a button on The X Factor and chirping on brat-pop jams like “Swagger Jagger” and “Want U Back” majorly grew up in the span of three years, as evidenced by her dramatic video for “Sirens.”
The Sorry I’m Late single itself, produced by Rami Yacoub and Carl Falk, indicates that Lloyd is taking a much more mature direction with her sound — especially with the soaring, triumphant chorus. But the video takes the whole affair to a more emotional level, as the story of a woman bound to her drug-dealing boyfriend plays out. His eventual arrest leaves Cher sobbing in a hallway, until at last she embroils herself in the whole mess by running out of the house with his stash and burns it to protect him.
The final moments of the “Sirens” visual reveal that the tie that binds Lloyd to her troubled paramour is a young daughter.
Watch the explosive “Sirens” clip above, and let us know your thoughts on it below.
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