Australian-Indian pop riser ASHWARYA serves up a double whammy via her excellent new EP Why’s It Gotta Hurt, which arrives alongside stylish visuals for the project’s UKG-flavoured title track.

Cutting through with hyper-stylized cinematic components for her art, ASHWARYA has warmed audiences up with the hypnotic lead single “Up In My Head” (watch) and the follow-up “Enough” (watch); the exciting newcomer matched both with an epic cinematic experience spread across two gripping visuals.

Now, she unleashes the full project for fans of genuinely good pop to gorge on. The title track “Why’s It Gotta Hurt” comes through like a major highlight across the EP’s five tracks, and is done justice by the brilliantly unsettling video set inside a dingy basement where we seemingly witness ASHWARYA morphed into a lab experiment.

Described as “the truest representation of her self-drive”, Why’s It Gotta Hurt follows an intriguing series of offerings from ASHWARYA, which have seen the creative artist attracting a cult fanbase tuning in for her imaginative video offerings and genre-fluid musical gems – we can’t wait to see what ASHWARYA does next!

Check out the “Why’s It Gotta Hurt” music video below and stream the EP here.

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