07:19 AM EDT 07/06/2014

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Hello Kitty

UpdatePosted 04/23/2014 05:00PM

Watch Avril Lavigne's Bizarre New 'Hello Kitty' Music Video

Originally posted 04/23/2014 01:00PM

[YOUTUBE "LiaYDPRedWQ"] There comes a time when a pop star needs to throw off the shackles of her old identity and embrace a new culture – specifically, someone else's culture. On Tuesday, Avril Lavigne reached that moment.

Lavigne had flown under the radar since her "Sk8r Boi" heyday, releasing a few albums of pretty-good music that all got less attention than her marriage to Chad Kroeger.

That changed with the arrival of "Hello Kitty," the fourth single from Lavigne's 2013 self-titled album, which is quickly reminding us that there's no news like bad news to a pop provocateur.

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