Allegra has always known how to own a dancefloor, but with her brand-new music video for “Ash,” she’s proving that she can also dominate something much more powerful.
Sleek in execution yet no less sultry in its melody, “Ash” also flees something darker and more magnetic than Allegra’s usual chart-ready dance-pop curiosity. From the very first pulse of its beguiling groove, the track pulls you into a thrilling, synth-washed soundscape that feels both intimate and expansive. It’s a departure that doesn’t sacrifice her pop sensibilities, it nourishes them. “Ash” has a quietly fearless quality. Where previous releases might have glistened in bright, high-energy colors, this track glows with embers. It’s a polished yet atmospheric production that creates real room for Allegra’s vocal to shine. And she takes it. Fully.
The music video is a near-perfect reflection of this evolution. It’s poised, purposeful, and attuned to the darker tones of the track while also showcasing the poise and confidence that will be hallmarks of this new phase. The visual storytelling has a quiet power that aligns perfectly with the song’s smouldering ambience. At every frame, the reminder comes through that “Ash” is not about waste, it’s about renewal.
Her voice glides with confidence and control across the sleek electronic textures. There’s a sensuality built into the melody, too, but also strength, this self-assurance that feels deliberate and hard-won. It’s not only about sounding good, though it definitely does, but it’s also about presence. Allegra doesn’t chase the beat on this one, she claims it.