Multi-platinum British singer and songwriter Cher Lloyd is releasing her sophomore album Sorry I’m Late. The album proves Cher’s evolution as an artist and is a genuine exploration of her emotions and experiences, including a deeply personal video for single “Sirens” that chronicles a very private memory from Cher’s childhood.

Massive fan engagement campaign – fans unlock music and submit videos for each song

She has also already revealed two videos of a four part-installment entitled “Pieces of Cher” – which give fans a window into her world. In a revolutionary move Cher called upon her fans to premiere songs from the new album. Powered by MTV Artist’s, MTV’s artist and music discovery site and app, fans have already debuted three album tracks, “Dirty Love”, “Human”, and “Bind Your Love” on their own socials.

In addition, countless listeners have made and submitted their own music videos for the tracks.

Cher Lloyd has three PLATINUM Singles and one GOLD single under her belt here in NZ.