Development of the album began in late 2023, though an initial version was later scrapped. In the lead-up to release, Max adopted a relatively low promotional profile, with the album rollout drawing attention for its minimal activity and the postponement of her accompanying tour.
Musically, Don't Click Play incorporates themes of empowerment, online criticism, and personal growth, while also addressing long-standing comparisons to Lady Gaga. Upon release, it received mixed reviews: critics praised its listenable dance-pop style but noted a lack of cohesion and innovation compared to her earlier work.
Background and development
In 2023, Max released her second studio album Diamonds & Dancefloors and embarked on her debut headlining concert tour, On Tour (Finally). In September, she started working on her third studio album after the end of the tour.[1] In March 2024, Max posted a snippet of her single "My Oh My" and indicated that it was the beginning of a new era.[2] In an interview with Billboard the following May, she stated that she was preparing for her third album cycle "with no heartbreak attached and no man attached," describing "My Oh My" as "the beginning of me" and reflecting on a period of personal healing.[3] The song was initially intended to serve as the lead single of her third studio album;[4] however, after the release of her single "Spot a Fake" on September 20,[5] she revealed that only the latter would be included on the album.[6] Nevertheless, in an interview with People, Max mentioned that she scrapped the first version of the album — which included "My Oh My" and "Spot a Fake" — due to personal issues.[7]
In the months leading up to the release, Max's promotional activity was notably limited. After a Fourth of July performance and the release of a single on July 1, she largely withdrew from social media, sharing little about the project. Despite her absence online, sources confirmed to Rolling Stone that Don't Click Play remained scheduled for release on August 22, 2025. The publication also reported the album's 12-track listing and credits, which included production from Pink Slip, Inverness, David Stewart, Johnny Goldstein, Ammo, and Fede. Fans responded with concern and speculation about the rollout, pointing to the cancellation of the Don't Click Play tour and Max's lack of posts since early July. Leading up to the album, Max released three singles: "Lost Your Faith" in February, "Lovin Myself" in May, and "Wet, Hot American Dream" in July. Each was accompanied by a music video, though promotion was minimal. Unlike her previous albums Heaven & Hell (2020) and Diamonds & Dancefloors (2023), both of which were delayed due to leaks, Don't Click Play was released as planned.[8]
Max addresses comparisons to Lady Gaga on the title track of the album.
On August 19, 2025, however, a snippet of the title track "Don't Click Play" was leaked online prior to its official release. According to Rolling Stone, a source close to Max confirmed the authenticity of the leak. The lyrics include a self-referential line addressing long-standing comparisons between Max and Lady Gaga, with the singer incorporating nods to her own song "Kings & Queens" (2020) and Gaga's "Poker Face" (2008).[9][10] Max had previously spoken about such comparisons in interviews, telling Nylon in 2023, she said that while some commentary felt "kind of mean", she ultimately found the comparisons flattering, joking that "who doesn't love Gaga?!" and noting that changing her appearance had only shifted comparisons to other artists like Dua Lipa.[11] In May 2025, she told People that she intentionally avoided outside influences when making Don't Click Play, describing her process as introspective and rooted in rediscovering her pop sensibilities. "I feel like there's a lot of "Kings & Queens"-feeling songs on the album", she said, framing the project as a return to her musical beginnings.[12]
Composition
Speaking to Rolling Stone, she described "Lovin Myself" as stemming from a realization about self-acceptance and personal growth.[8] As described by Billboard, the album cover features Max inside a flaming triangle resembling a play button, gripping its edges.[13] Max explained that Dont Click Play was created both as a personal challenge and as proof that she could craft pop songs independently of her past collaborators. She noted that the album reflects a variety of moods from the year-and-a-half recording process, with each track designed to be distinct while still contributing to an overarching story. Lyrically, the record touches on themes of self-empowerment, online criticism, and recovery from heartbreak.[14]
The title track addresses comparisons to Lady Gaga and sampling controversies, while songs such as "Know Somebody" draw from her experiences with difficult breakups. Max emphasized that the project represents both her musical evolution and her desire to create an album that "feeds the soul".[14] In the song, Max is heard singing "She samples, singing Gaga imitations/ Can't kings and queens look good with poker faces?". The line not only makes reference to her own hit song "Kings & Queens", but also the breakthrough Lady Gaga hit "Poker Face". She continues in the song, brushing off the criticism: "But I'm loving myself even if you hate it". According to a report from Rolling Stone, a source close to Max confirmed that the leaked snippet is real and is taken from the title track of her new album Don't Click Play.[9]
Promotion
On April 9, 2025, Max shared a link to a website called "Don't Click Play on Ava Max", where visitors could click a "Sign the Petition" button and listen to a snippet of an upcoming album single.[15] She announced the album on May 1, by quotingEd Sheeran's announcement of his upcoming eighth studio album, Play, on Twitter/X.[16][17] Other songs were confirmed for the album including "How Can I Dance," "Take My Call," "Skin in the Game," and "World's Smallest Violin," in addition to the previously released singles.[12]
Singles
On February 7, 2025, Max released "Lost Your Faith" as the lead single of her third studio album.[18] An accompanying music video was released on March 18, 2025.[19] On May 23, 2025, Max teased the second single from the album via her social media, "Lovin Myself", which was released on May 29.[20] On July 1, 2025, Max released the third single, "Wet, Hot American Dream", ahead of her scheduled performance on the Macy's 4th of July Fireworks special. The track, released just days before the national holiday, aligned with the festive theme of the event, where she performed alongside artists such as the Jonas Brothers, Eric Church, Lenny Kravitz, Keke Palmer, and Trisha Yearwood.[21]
On June 16, 2025, Max announced the Don't Click Play Tour, which was set to begin on September 3 in Los Angeles and end on November 20 in Lisbon.[22][23] However, the tour was postponed on July 3.[24]
Don't Click Play received mixed reviews from critics, who found some tracks enjoyable but regarded it as her weakest effort to date. Neil Z. Yeung of AllMusic described Don't Click Play as a collection of enjoyable dance-pop tracks with some highlights, though noted it lacked the cohesion and impact of Max's earlier albums.[25]Showbiz by PS concluded that while Don't Click Play is listenable and inoffensive, it ultimately portrays Max as a formulaic professional rather than a boundary-pushing artist, offering little beyond background streams and radio play.[28] Writing for Jenesaispop, Sebas E. Alonso described the album as "pleasant and agile in its half-hour runtime." He positively highlighted the absence of ballads, calling it "one of its strong points." However, Alonso noted that, despite the album's upbeat tone, Max's vocals often conveyed a sense of "sadness." He concluded by stating that Don't Click Play "is more the album Ava Max needed to record than the one the public needed."[27]
Commercial performance
In the United States, Don't Click Play missed the US Billboard 200, although it debuted at number twelve on the Top Dance Albums chart. Similarly, in the United Kingdom the album missed the main UK Albums Chart, however it reached number 28 on the UK Albums Sales Chart.[29] In Scotland, the album reached number 43 on the Scottish Albums Chart.[30]
In Europe, the album debuted at number 59 in Germany, becoming Max's first album to miss the top ten in the country[31], and reached number 80 in France, Max's lowest placing album in the country.[32] Additionally, Don't Click Play reached the top 30 in Austria,[33] Switzerland[34] and the Wallonia region of Belgium, also making it Max's lowest charting album in the regions.[35] The album fared better in Hungary, where it became Max's third consecutive top 15 entry on the Hungarian Albums chart, reaching number 14.[36] It also became Max's highest charting album on the Croatian International Albums chart, and second top ten entry, where it debuted at number five.[37]
In Asia, Don't Click Play reached number 26 on the Japanese Digital Albums chart, and number 31 on the Japanese Album Downloads chart, becoming Max's second consecutive top 30 entry on the former.[38]
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