Loreen recently realised that she doesn't just compose music, but instead 'creates worlds' that really transport her listeners. "That's why I love Eurovision so much - because it allows me to create a whole world when I'm on stage," says Loreen. As the only woman to win the iconic song contest twice, with her songs 'Euphoria' in 2012 and 'Tattoo' in 2023, Loreen is well aware of the Eurovision platform as "a beautiful, loving space where people gather around sounds and images". Now, every new song she releases is conceived as an experience that can be enjoyed on several levels. "As a listener, you have all the elements there: you can see it, hear it, feel it, smell it," - he says. "My art is not about one thing - it's the whole thing, it's the layers, it's the message."

There is no doubt that this message travels far and wide: worldwide, Loreen has over 2 billion streams. Her intoxicating electropop track 'Tattoo' topped the charts in 10 countries, including her native Sweden, and peaked at number two in the UK. The video for "Is It Love?", her equally captivating next single, surpassed one million views in less than two weeks when it premiered in October, and is about to reach 1 million followers on TikTok. But of course, statistics alone are only half the story.

Loreen's fans have also called her emotional, evocative songs "spiritual pop" - a description she fully approves of, as it confirms that there is "no separation" between her and her audience. "When they see a spiritual element in what I do, it means they understand and see it in themselves," she says. "I'm pretty sure that whatever I'm going through in life, we're all going through it in some way." Loreen always knows exactly what energy she wants to convey to the world. She came up with the narrative for 'Forever', her transcendent new single set in the same world as 'Tattoo', before she even recorded it. "In the first chapter of the story, which is 'Tattoo', you meet this being - it's male, it's female, it's everything. It comes from the earth, from the dust, and it's very spiritual," Loreen explains. "And now in the second chapter, 'Forever', there is an awakening. It's about the moment when you've gone through all the earth and dust - you've gone through life - and you see things clearly. You abandon all illusions and you are free."

Loreen says she went into the studio knowing that 'Forever' had to coexist with 'Tattoo' sonically, but the actual songwriting process was simple and was really about trusting her intuition. As soon as she stepped in front of the microphone, she sang the melodies from start to finish in one take and knew she had the "skeleton of the song". "When recording, it's very important not to have any negative energy in the studio," she says. At this point, she and her collaborators began 'stitching together' lyrics, bits of melody and sound details to make sure 'Forever' was telling the right story. The result is an uplifting, emotionally rich rave anthem that is destined to become an enduring club classic like 'Euphoria', which continues to fill dance floors around the world.