Photo: S. Bollmann

Tove Lo Returns With ‘No One Dies From Love’ Video: Look + Listen

Innovative Swedish popster Tove Lo returns with “No One Dies From Love,” on her own, newly launched Pretty Swede record label.

About her new single, the musician (born Ebba Tove Elsa Nilsson) said “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,” Lo says of the song. “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.”

Filmed in Mexico City, the video was directed by the Brazilian duo Alaska, whom Tove previously collaborated with on the visuals for “Are U Gonna Tell Her?”

About her new label, Lo stated, “It’s amazing — 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.”

‘No One Dies …’ follows the Scandinavian singer’s recent Coachella guest spot with Flume that preempts a string of North American headlining tour dates of her own, including festival appearances at Governors Ball Festival (New York) and Bonnaroo (Tennessee), Lollapalooza (Chicago), Float Fest (Texas) and Osheaga Music and Arts Festival (Montreal.)

Since her 2004 platinum-selling debut “Queen of the Clouds,” LP, Tove Lo’s released three more albums, including the most recent “Sunshine Kitty” (2019.) And throughout the years her collaborations have included Nick Jonas, Alesso, Coldplay, Martin Garrix, Charli XCX, Sean Paul, Alok, and Major Lazer, along with co-writes for Lorde, Zara Larsson and Ellie Goulding.

05/18 – The Observatory – Santa Ana, CA*
05/19 – The Observatory – Santa Ana, CA*
06/09 – Irving Plaza – New York, NY>~
06/11 – Governors Ball Music Festival – New York, NY^^
06/13 – Roadrunner – Boston, MA+
06/14 – The Fillmore – Silver Spring, MD+
06/15 – The Fillmore Charlotte – Charlotte, NC+
06/17 – Bonnaroo Music and Arts Festival – Manchester, TN^^
07/28 – Lollapalooza – Chicago, IL^^
07/24 – Float Fest – Gonzalez Colonia, TX^^
07/30 – Osheaga Music and Arts Festival – Montreal, CA^^

*Phoebe Ryan supporting
+Noga Erez supporting
~BUZZ supporting
> Gov Ball After Dark Show
^^Festival Performance

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Author: Al Denté

Photo: S. Bollmann