With SXSW (South by South West) recently wrapping up in Austin, there’s tons of buzz surrounding many new artists who performed and played showcases at the music festival. One new artist that performed is Swedish pop singer-songwriter Tove Lo. A couple of weeks ago, I stumbled upon her music video for the single “Habits.” I don’t think I’ve ever seen a video or song like that in pop music – not that I can think of anyways. Truthfully, the first time I watched it I felt uncomfortable. The song is about gravitating towards substance abuse and being involved in rebound relationships after a breakup. The video follows Tove Lo for a night doing just that. It’s brutally raw and honest and although it made me squirm a bit at first, now I tip my hat. It’s really great to see someone in pop music that takes pride in exposing their true self. Watch the video for “Habits” below, you’ll know what I mean…
Tove Lo’s debut EP Truth Serum was released earlier last month and it’s been on repeat since I first heard “Habits.” Her honesty is genuine with every song on the record, and anyone who has experienced heartbreak can relate to her lyrics. Put her songwriting aside, and you have a badass chick with awesome vocals that will no doubt get stuck in your head. If you need a refresher in pop music, then I highly suggest picking up a copy of Truth Serum. Tove Lo is about to blow up here in North America so if you’re into her music, get excited. News and updates are popping up on the internet about her daily now, so make sure to follow her on Twitter and Facebook. I sense a tour announcement coming soon.
What were some of your favourite bands and musicians that came out of SXSW? Let us know in the comments below or tweet us @ViewTheVibe.