Maddie Simpson is running the tape back on a past relationship in her first-ever music video, premiering exclusively on Billboard today (Nov. 1).
In the visual directed by Marcella Cytrynowicz, the 20-year-old pop singer searches her memories for telltale signs of a souring romance. Simpson nails her music video debut with a retro aesthetic that complements her throwback '90s pop-R&B sound. Shot completely on 16mm film, the video looks like an old home movie, which adds another layer of authenticity to the singer’s personal lyrics.
“This song is a story about an experience I went through in a relationship a few years ago,” Simpson tells Billboard. “I didn’t write about it for a long while after it happened, and it wasn’t until after writing it that I realized how much I wish I would’ve had a song like ‘Woulda Never’ when I was going through my situation.”