The famous Swedish singer Loreen, who achieved great success with the songs she released and won the 2012 Eurovision Song Contest with her song Euphoria is the cover artist of the July issue of Pop & Kültür!
‘Its all about being true and honest. I have my way of expressing myself and It comes from a very personal space’
Photographer : Charli Ljung
Stylist : Maria Montti
Make up Artist : Jeanette Törnqvist
Hair Stylist : Khaddy Gassama
Photo Assistant: Hinke Tovle
The music business or being an artist was never really the goal for my when I started singing very young. As a kid I was a little bit of a loner and when I first found singing I used to seek out places that had a nice echo or acoustics and where I could be alone. I would just sing for hours mimicking big voices like Whitney Houston or just chanting ancient melodies from my nomadic roots . It wasn’t until my family convinced me to do something with my voice that it became a professional thing for me.
Not being able to meet my audience, getting that personal connection and share important moments with them and also with family and friends has been really hard, same as for most people in the world. But I prefer to look at the silverlinings and I believe it has given me some breathing room and a chance to do some work inwards. Reflection often comes very clearly in harder times and I’m super grateful to have had the chance to record and perform some songs in my native language Swedish.
That song represents trusting in your intuition to me first and foremost. Leading up to recording the song and first performing it there where so many opinions saying if you do this or that the song will never work, but I really trusted my intuition and stood my ground and I believe that’s why the performance became so special. Everyone came together, everything felt in sync and that was a truly powerful feeling.
This was my first album I made and that will always be special. I had the chance to work with some really talented producers and collaborators, some of which I still work with today.
Once again Christer Björkman ( Swedens president of ESC/MELLO) used his special skills in convincing me and I am so happy he did. I decided from the start that I wanted to really make a statement and I used the song and performance to really spread the word on diversity. I think it is one of the most interesting performances I have ever been part of creating. At the moment I have so many things to do and participating again is not very high on that list.
Different is not something I care about. Its all about being true and honest. I have my way of expressing myself and It comes from a very personal space. If I adapt or change it too much it will no longer be my true voice and therefor probably not that good anymore.
I love change and change is good for everyone. I never really looked at genres as something you need to stick to. I don’t know if think I fit in anywhere better than somewhere else. Maybe Opera? 🙂
It is impossible to not get affected by the things going on in the world and around you and the way I see it artists like myself have an opportunity and a responsibility reflect humanitarian topics and inspire to look at the solutions we can achieve when we decide to work together instead of working or fighting against each other.
Musically I’m currently working on a an album in Swedish coming out next spring, which I’m super excited about. Parallel to my English project that we hopefully will launch later next year . I’m also working on an international film projects that also connects to music in several languages, English -arabic and French.. I can’t reveal to much but I can say that I’m involved in as an actor and producer. And then I have the business side on which I’m about to launch a number of projects and products that is something gI have had going for quite some time now.
You can expect a lot of things and when they come you can rest assured that they will be 100 procent me. Im involved in a couple of film projects that has a lot of music attached to them and I can’t wait to travel the world and share my music with everyone again.