Loreen has recently had a realisation – that she doesn't just make music, but instead "creates worlds" that truly transport her listeners. "That's why I love Eurovision so much – because it allows me to create an entire world when I'm on stage," Loreen says. As the only woman to win the iconic song contest twice, with Euphoria in 2012 and Tattoo in 2023, Loreen is acutely aware of Eurovision's platform as a "beautiful loving space where people gather around sounds and images". Now, every new song she puts out is conceived as an experience to be savoured on several levels. "As a listener, you have all the elements there: you can see it, hear it, feel it, smell it," she says. "My art isn't about one thing – it's the whole, it's the layers, it's the message."
There's no doubt this message is travelling far and wide: globally, Loreen has more than 2 billion streams to her name. Her intoxicating electropop gem Tattoo topped the charts in 10 countries including her native Sweden and peaked at number two in the UK. The music video for Is It Love?, her equally heady follow-up single, exceeded a million views in less than two weeks when it premiered in October and she will soon hit 1 million TikTok followers. But of course, stats alone only tell half the story. Loreen's fans are so passionate that they make supercuts of her saying "darling" – a term of endearment she picked up at Eurovision in Liverpool – and flood her posts with the LGBTQ+ community’s highest compliment: “Mother!”
