From the first note, AVATARI's "Hold On" conveys a sense of despair that deepens as the lyrics unfold, evoking the moment when we've all hit rock bottom. It speaks of failure, yet also resilience, of feeling like everything is slipping away while still clinging to the last trace of hope. Blending epic scope with intimate tones, the track becomes a companion for those searching for light in the midst of darkness. Even the artist’s name, derived from the word avatar, a divine manifestation on earth, underlines his intention to use music as a vehicle for transformation and unity.
Based in Hollywood, AVATARI has turned his own journey through addiction, self-destruction, and recovery into the driving force behind his music. After debuting with "Legacy," which caught the attention of Rolls-Royce for its Ghost campaign, and solidifying his path with "High Like This" and "Fighter," he now returns with his most personal work yet. This time, he raises the banner of vulnerability and resilience in a song that seeks healing through catharsis. Like the phoenix that serves as his emblem, the artist rises from his own ashes, inviting his audience to join him on a journey of renewal.
The lyrics of "Hold On" unfold like a prayer, delivered almost in a whisper, reminding us that even in the darkest moments, a new dawn waits on the other side. The chorus bursts with energy, reinforcing the promise of refuge and redemption.
The video unfolds like a cinematic narrative, weaving together the lives of three characters on the edge of collapse: a grieving father, a newly sober mother, and a young woman experiencing homelessness. It was filmed in various locations in Los Angeles, directed by Abigail Welkom, and edited by Ken Davis, who provide a raw and emotional aesthetic reminiscent of films like "Tree of Life" and "Manchester by the Sea."
Performances by Sean Farris, Caroline Anna-Kaye Green, and Leslie Stevens, along with the debut of Phoenix Faris, the actor's son, bring the story to life. Each plot reflects the struggle with pain, loss, and the pull of surrender, while also showing how a single act of love and courage can transform the course.
In the artist's own words, "Hold On" was written “in Joshua Tree while trying to quiet the noise in my own life—as a husband, a father, and someone in recovery. The words that kept coming back were, ‘just hold on.’ This song is a prayer and a promise.” That’s why this song is a clear invitation to hold, when everything else seems to be falling apart.
