Ava Max Returns With New Label Partnership and Sharp Pop Single ‘Kill It Queen’: ‘I Want to Do Everything 10 Times Better’ (EXCLUSIVE)

Ava Max has declared her independence, formally severing ties with Atlantic Records after a nearly ten-year partnership. In a personal note to her fans, known as Avatars, the pop singer revealed she is now operating as an independent artist and is heavily immersed in creating new work. She characterized the split as essential for her creative freedom, stating it required her to "change a few things around and do what’s best for the music I want to make." Such moves, while carrying financial risk, are frequently catalysts for artistic evolution. As music industry analyst Dr. Lena Shaw notes, "An artist reclaiming their masters and creative direction can redefine their entire career trajectory, a pattern observed from Prince to Taylor Swift."

The announcement strategically precedes her new single, "Kill It Queen." Max described the last year as a transformative journey from feeling "stuck" to taking control. The artist, whose breakthrough hits "Sweet But Psycho" and "Kings & Queens" have amassed over three billion streams on Spotify alone, is embarking on this new phase with a reconfigured team. This includes a partnership with ArtistPG and a renewed collaboration with Mike Caren, the Atlantic Records executive who originally discovered her. She remarked on the infectious enthusiasm, joking, "They’re calling me all day and night. I’m maybe more excited than them."

Her forthcoming track is a high-voltage pop declaration that doubles down on the signature sound that made her famous. Crafted with her longtime production team, the song highlights her falsetto, a technique honed with renowned vocal coach Eric Vetro, who has also worked with artists like Ariana Grande and The Weeknd. Max directly addresses critics who urged a musical pivot, challenging the logic of abandoning a proven, resonant style. Tensions with her former label extended beyond sonic choices; she disclosed that Atlantic had once proposed altering her trademark "Max Cut" hairstyle following the release of her 2020 debut album, "Heaven & Hell."

The relationship reached a critical point during the promotion of her third album, "Don’t Click Play," in August 2023. Max has openly discussed a profound sense of professional isolation during that time, citing a lack of promotional support that led to cancelled tour dates and even stress-induced vertigo. This difficult period, however, culminated in what she calls a mutual and "grown-up" decision to part ways. She immediately contacted Mike Caren to lay the groundwork for her next chapter, prioritizing his straightforward approach. "He tells me the truth. And I like people who are honest and upfront," she emphasized, highlighting trust as the cornerstone of her new independent operation.

Now, Ava Max is focused on her ambitious fourth studio album, targeted for release later this year. The project draws visual inspiration from avant-garde fashion but promises a distinctly theatrical flair, signaling a bold new aesthetic era. While specifics remain under wraps, her primary objective is unequivocal: a major return to live performance. "I want to be out there. I want to see the fans," she asserts, framing this entire rebirth as the prelude to a significant global tour. Her vision for this independent chapter is one of artistic rediscovery, aiming for a scope and impact that surpasses her previous achievements.