On Wednesday (July 10), Sam Smith made fans' day when he announced a new single, "How Do You Sleep?" However, eagle-eyed fans might have been waiting for the official announcement since June 17. On that date, a mysterious Instagram account @howdoyousleep was activated and shared its first post: a quote by author David Jones that reads "How strange to dream of you, even when I'm wide awake." Users realized it was connected with the English pop star because he was the only account it followed. As the weeks went by, the account posted more about dreams, sleep, and insomnia, before officially revealing the same news — that the new song was coming on July 19.
The announcement was accompanied by a short teaser, playing a soothing electronic beat that sounds like a lullaby. The visuals for "How Do You Sleep?" follow the same theme as Smith's other 2019 single, "Dancing With a Stranger" —a bottle of cologne depicting the song title on its face.
Since the singer put so much time into his "How Do You Sleep?" campaign (there's even a website with phone numbers to join the #nosleepclub), could the single also be the title track for his upcoming third album? We'll just have to wait and see. For now, listen to the "How Do You Sleep?" teaser below.
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