Ava Max is signaling a new chapter. On Friday, February 13, the pop star shared a cryptic video on Instagram previewing an unreleased track believed to be titled “Kill It Queen.” The clip, captioned simply “So It Begins,” marks her first clear musical move since the turbulent rollout of her 2025 album Don’t Click Play.
In the teaser, Ava appears on what looks like a fashion shoot set. She wears a dramatic white ruffled gown paired with black leather accents. The styling evokes both royalty and rebellion. The snippet itself leans into the high-gloss dance-pop sound that defined her breakout hit “Sweet but Psycho” and her 2020 empowerment anthem “Kings & Queens.”
Most notably, the message itself is not new to Ava’s rollout strategy. Back in early 2024, she began teasing her third album with the exact same phrase: “And so it begins.” The timing is also notable. Just days earlier, the “So Am I” hitmaker wiped her Instagram feed and posted a short message: “God Save the Queen.”
Speculation around Ava’s relationship with Atlantic Records has intensified in recent months. Observant followers noticed that on December 26, she unfollowed the label on Instagram. Atlantic also appeared to unfollow her on Spotify. Neither side has issued a formal statement, but Ava’s next chapter appears to be as an independent artist.
During the rollout of Don’t Click Play, Ava publicly expressed frustration with how her career had been handled. In an interview with Rolling Stone last summer, she described herself as “the biggest mismanaged pop star ever,” a striking admission from an artist who has delivered multiple global hits.
The album cycle itself was chaotic. Promotion was minimal. A supporting tour was postponed. After the release of “Wet, Hot American Dream,” Ava briefly disappeared from social media. When she returned, it was with a short note posted hours before the album dropped: “In due time, I have so much to say. But for now, Don’t Click Play.”
Commercially, the record underperformed. It became her first studio album to miss both the U.S. and UK charts.
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