"[2] On January 21, 2022, "Boys Don't Cry" was announced during an interview with Glamour, where the cover art and release date were revealed.

[8] Directed by Anitta herself and Christian Breslauer, the music video premiered in cinemas in São Paulo and Rio de Janeiro, with selected fans attending through a raffle organized by the singer's team.

The production features various pop culture cinematic references, including Beetlejuice, Harry Potter, Runaway Bride, The Adventures of Priscilla, Queen of the Desert, Titanic, Resident Evil, Warm Bodies, The Fifth Element, and SLC Punk!.

[9][10][11] Anitta performed "Boys Don't Cry" for the first time on The Tonight Show Starring Jimmy Fallon on January 31, 2022.

[13] On March 26, Anitta was invited by Miley Cyrus to perform the song on stage at Lollapalooza 2022, where she delivered a live rendition of the track.