Loreen, the multi-platinum international sensation, has unveiled her latest track “Is It Love” under the masterful touch of Swedish record producer Rami Yacoub at MXM Studios, courtesy of Universal Records.
This collaboration is noteworthy as Yacoub’s impressive portfolio includes working with industry giants such as Ariana Grande, Lady Gaga, and Madonna.
Loreen described the emotions behind the song, detailing the complexities of a love riddled with doubt and confusion. She shares, “It’s about realising that to create a deeper understanding of yourself, you need to accept the duality of life.” The song portrays a narrative where true love can only be fully grasped when one understands the pain it brings.
The songwriting team for “Is It Love” includes talents like MTHR, Dag Lundberg, and Maia Wright, and it showcases Loreen’s soaring vocals which have drawn comparisons to iconic pop diva, Sia. Furthermore, the track has been mixed by the renowned Josh Gudwin, known for his work with the likes of Justin Bieber.
Her roots in the Moroccan Berber culture shine in her music, blurring the lines between Western and non-Western musical influences. Vogue Arabia fittingly remarked that her time in the limelight is just beginning to shine even brighter.
She is a vanguard in a movement where artists worldwide are showcasing their native sounds to global audiences, facilitated by platforms like TikTok and Eurovision.
The success of her Eurovision-winning single, “Tattoo”, is undeniable. With accolades from notable publications like NME, Gay Times, Vice, and Billboard, it became an anthem, holding dominant positions on various international charts.
Loreen’s dedication to her craft and her fans will soon be on full display during her sold-out UK & European tour this winter. It begins in Dublin on 7 November and concludes in Paris on 5 December.
The stage visuals, crafted by Tobias Rylander – famed for his designs for Beyonce’s Renaissance World Tour – is expected to enhance the concert experience, embodying Loreen’s core values.
Diving into Loreen’s artistic journey, her music has always been a tapestry of her rich Moroccan Berber heritage, merged with modern electronic production. She says, “I’m a nomad with my roots in the Atlas Mountains, where music and sound are used for healing.”
Her recent single from May 2022, “Neon Lights,” already hinted at this evolved musical direction, boasting a harder electronic tone, but still retaining the essence of Loreen that fans across the globe have come to adore.
Listen to “Is It Love” below!
#Peace.Love.IsItLove
