GRAMMY® Award nominated, multi-platinum selling artist and songwriter, Tove Lo returns today with a brand-new track and official music video, titled ‘No One Dies From Love’ (Pretty Swede Records/mtheory). Co-written with longtime collaborator Ludvig Söderberg, neon keys illuminate a runway to the center of the dancefloor as her voice resounds over a disco break, “No one dies from love, guess I’ll be the first.” The song signifies a new and exciting chapter for the Sweden-born, Los Angeles-based artist.
Tove recalls on making the song, “when you’re with someone for a long time and it ends all of all sudden, it’s like a part of you has died. This person is now a stranger to you. All of the memories are tainted. For the first part of the breakup, you believe you’re not supposed to feel good about anything you had together. What I believe I do best is ‘heartbreak you can dance to.’ The song is that.”
The video for ‘No One Dies From Love’ was filmed on location in Mexico City and was directed by the Brazilian duo Alaska, whom Tove previously collaborated with on the video for “Are U gonna tell her?”
Speaking about the video, Tove reveals, “All the songs on the album are very cinematic, dramatic and grand, so for the visual story I want to attach a character to each song. For No One Dies From Love it’s the classic vulnerable, lonely starlet looking for connection. This mini movie is a different kind of love story.”
‘No One Dies From Love’ comes ahead of a string of North American headlining tour dates, including two in Santa Ana, CA on May 18th and 19th, with support from Phoebe Ryan. The tour continues in June, with shows confirmed in Boston, Washington DC and Charlotte, NC (with Noga Erez supporting) and New York City, flanking a series of summer festival appearances at Governors Ball Festival in New York City (TICKETS) and Bonnaroo in Tennessee (TICKETS), and Lollapalooza in Chicago (TICKETS), Float Festin Gonzalez Colonia, TX (TICKETS) and Osheaga Music and Arts Festival in Montreal (TICKETS) this July. For tickets and more details, go to: https://tove-lo.com/tour
Alongside the release of ‘No One Dies From Love’ today, Tove Lo has also announced the launch of her own record label Pretty Swede Records with mtheory, creating an independent platform for her artistry. “It’s amazing,” she smiles. “I have a lot of freedom, and it’s been fun to work with mtheory. This will be the first release under my label. I’m a pop girl, but I like to make things weird and be in full control of the whole vision. This is the perfect way to put out exactly what I want.”
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