Tove Lo shares new single "No One Dies From Love" and launches own record label Pretty Swede Records

"No One Dies From Love" is Tove Lo's first outing since her January Euphoria season two track "How Long", and was co-written with longtime collaborator Ludvig Söderberg.

"When you’re with someone for a long time and it ends all of a sudden, it’s like a part of you has died," Tove Lo explains. "This person is now a stranger to you. All of the memories are tainted. For
the first part of the breakup, you believe you’re not supposed to feel good about anything you had together. What I believe I do best is 'heartbreak you can dance to'. The song is that."

The new song is teamed with a video directed by Alaska and shot in Mexico City.

On top of releasing "No One Dies From Love", Tove Lo has launched her own record label Pretty Swede Records with mtheory. She says, "It’s amazing. I have a lot of freedom, and it’s been fun to work with mtheory. This will be the first release under my label. I’m a pop girl, but I like to make things weird and be in full control of the whole vision. This is the perfect way to put out exactly what I want."

As well as working on her own music, Tove Lo co-wrote Pussy Riot's "Punish" single from January, and is credited as an executive producer for Pussy Riot's forthcoming project.

Her last album was 2019's Sunshine Kitty.