With new music releases in mind, I have noticed that Tuesday, on the whole, is particularly quiet. I usually take advantage of this day to catch up on things. However, Tove Lo just dropped her new track and video, “No One Dies From Love,” last night (Tuesday). Which is different to the norm. With Tove, I would expect to be speaking about her on a Thursday, Friday or Monday. Alongside “No One Dies From Love,” she also announced the launch of her own record label Pretty Swede Records, with mtheory (artist development, marketing brand). Meaning she is an independent artist now. She has creative control. If she wants to put out new music on a Tuesday, she can go ahead and do it. So this, she did.
“No One Dies From Love” is the first release under her label. A glittering synth-pop offering. It is somewhat a new sound within the electronic pop realm for Tove to explore.
Her eagerness to get going on changing things is evident. With the music styling aside, she brings us a video that stars Tove and Annie 3000 in a musical sci-fi love story set in the 1970s. A lovable robot, who it turns out has feelings.
Tove recalls, on making the song, “When you are with someone for a long time and it ends all of a sudden, it is 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 are 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.”
Announcement. Prepare yourselves. Tove confirmed a tour! A string of North American dates starting May 18 will precede the Europe and UK leg. In October, Tove will touch down in Dublin, Ireland. She will also visit Glasgow, Manchester, Birmingham, and London. Brussels, Cologne, Paris. Luxembourg, Amsterdam, Berlin and Warsaw. Copenhagen and Oslo. The tour winds up in Stockholm in November.
Tickets go on general sale Friday (May 6) at 10am local time. (Go to Info and links – HERE)