Tove Lo Joins the Shure Family

Love electro-pop music? Then you’re bound to love one of our newest endorsers, Tove Lo. Coming from a country that seems to dominate the electronic pop scene, Tove brings a fun, dancey vibe to the music world. Sweden has produced some of the biggest names in pop we know, especially in recent times such as Robyn, Avicii, and Icona Pop. After talking to Tove over the weekend, she didn’t have an explanation for this. “It’s kind of crazy, I don’t know why that is, but I would say it’s more inspiring…” We met up with Tove before her sold-out show at The Metro to talk about her first tour and what it’s been like having so much success recently. The singer released an EP titled Truth Serum in March 2014, which received a lot of positive responses, most specifically for her track “Habits,” which went on to become her major single off her debut album Queen of the Clouds.

What I loved about “Habits” when I first heard it was obviously the beats. I love anything that has a unique rhythm and sound, and I honestly had not heard anything else quite like it before. Second was the tone of her voice. She’s got a really special tone that was particularly pleasing to my ears. It’s what I can only describe as a grungy, yet elegant sound. What really “made” “Habits” for me, though, was the music video. Now, some people would argue that the music video was revolting and that it’s a horrible example to set for our children. I battle with this a lot internally: what is and isn’t appropriate. Personally, I found the video to be raw and honest and a reflection of her. She’s not saying that everyone should go out and handle their issue the way she did. Instead, she’s offering a glimpse of who she was during a bad time, and how it felt to her.

I think there are many much more inappropriate music videos out there that have no context and are filthy for no reason, other than the fact that society and the music industry in general have become more sexualized in recent years. Tove is telling a story, and the way that the music video was shot really makes you feel personally connected to her. It’s a great video that I think has really resonated with viewers.

Tove Lo at the Metro on October 4, 2014 in Chicago, Illinois.

Why I personally love Tove Lo so much, outside of her music, is because she’s real. She writes without limits and doesn’t use a lot of fluff. She just sort of tells it like it is, which I appreciate in a genre that typically is just about the same things over and over. She has labeled herself “dirty pop,” which she describes as a sub-genre of pop without the glitter and glamour of typical pop, but rather a little rough around the edges.

Tove played a sold-out show to an energetic crowd at The Metro and finished up her tour the following evening in Boston. She now has a couple weeks off before embarking on tour with Katy Perry in Australia. Give Queen of the Clouds a listen!

We caught up with  Tove when she hit the Metro. See the interview below.

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Brooke Giddens

Brooke Giddens

Brooke Giddens is an Artist Marketing Specialist at Shure with a background in breakfast, the frisbee, and becoming emotionally involved with TV shows.

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