Sweden’s multi-platinum selling GRAMMY® Award-nominated artist Tove Lo announced her fifth album “Dirt Femme” with the single “True Romance” last month. With Tove’s latest promotional campaign in full swing, updates continue coming out thick and fast. From getting the festival performances in and dropping teaser clips online. Tove’s planning of this era is nothing but meticulous. Likewise, it wasn’t her intention to leave us with a ballad (“True Romance“) as our summer listening from her. Since she likes a party just as much if not more than anyone else. The prospect of a summer anthem seemed hopeful. However, what I couldn’t predict was the volcanic eruption-like response the track “2 Die 4” received on its release day.
Her mind is super creative, we know this to be true. But to build her new song around a hook as iconic as the track, “Popcorn” by Hot Butter brings a new level of iconic to the beloved 70s worldwide hit.
“With ‘2 Die 4’ I wanted ‘instantly iconic’ energy. I’ve never sampled anything before, and this feels like the perfect first moment.” Tove shares
The speculation has started to circulate as to whether Tove might be about to launch a film around the release of “Dirt Femme,” as she did with her albums “Lady Wood” and “Blue Lips.” The video clips supporting the recent run of single releases seemingly, add convincing weight to this theory. It looks more like a visual idea than a music video when you look at it. Nonetheless, the treatment shared for “2 Die 4” has got everyone talking.
She asked director Kenny Laubbacher to capture a scene. Where she says; “I wanted to make something nostalgic, sexy and iconic. The character for this scene is wonder woman with big dick energy, and I just love it”.
I love this track as it is a life-giver. As for the visual, people will talk about it for a long time to come.
The album ”Dirt Femme” is out October 14th via Tove’s own record label Pretty Swede Records, with mtheory PRE-Save HERE