Tove Lo Returns With ‘No One Dies From Love,’ the First Release on Her Pretty Swede Label
variety.comJem Aswad Senior Music EditorSwedish pop innovator Tove Lo returns with a new song and video called “No One Dies From Love,” released on her own, newly launched Pretty Swede label through mtheory.
The song was co-written with longtime collaborator Ludvig Söderberg.“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.”The video was filmed 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?”Of her new label, Lo says, “It’s amazing — I have a lot of freedom, and it’s been fun to work with mtheory.
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