Aimée - Break Me

What this video is

Released July–August 2019 during a pivotal moment in mainstream pop's engagement with mental health discourse, 'Break Me' positions Aimée within a wave of artists openly addressing anxiety and emotional vulnerability in commercially accessible pop formats. As a Top 40 hit in Ireland and follow-up to her chart-topping debut 'Don't Bother', the video reflects the Irish music industry's growing pipeline of…

Why it matters

Represents a key artifact of late-2010s Irish pop/R&B confessional songwriting, bridging the gap between UK commercial pop (comparators: Jessie J, Demi Lovato) and emerging Irish chart identity. The video's stripped production model — high emotional resonance achieved with minimal visual…

The director

Ovie Etseyates is a Dublin-based film producer and director active in the Irish music video production space in the late 2010s. Credited as both director and producer on Aimée's 'Break Me' (2019), released under Universal Music Ireland. Also credited as…