09 May One To Watch: Tove Lo
Music just cannot get enough of Swedish femme pop. As if Swedish beauties Say Lou Lou, Icona Pop and Oh Land weren’t enough, there’s a new girl on the scene and she’s one to watch.
Having already written for many other artists, Tove Lo has hit the scene with her very own unashamed pop confessional tracks in her EP Truth Serum. Even though Lo’s music holds all the loveable tropes of modern pop music with catchy chorus’ and memorable melodies, Lo brings something a little different to the table. Her raw and relatable lyrics bring Truth Serum to life, telling ‘a love story from start to end’. But it’s not just her gritty lyrics and passionate vocals that make Lo so likeable, it’s the accompanying video for Habits; it’s confident and refreshing, worlds away from the other worldly videos that mainstream pop sell us. Instead, the evocative Habits show the real world of break-up and heartache, Tove Lo’s world of break-up and heartache.
Habits currently holds #8 on the iTunes indie music chart and a remix with Hippie Sabotage has surged the track forward hitting Radio 1 stations and over 2 millions views on YouTube. And Lo shows no signs of stopping, now working on a new album. We can’t wait.
Words: Paige Hartley.