Loreen Shares ‘Is It Love’ Music Video

Swedish Eurovision queen and multi-platinum international award-winning artist Loreen shares the official music video for her latest single Is It Love, a gorgeous electro-pop gem out now via Universal Music. 

 

Is It Love finds the talented artist pairng her Berber influences with an infectious electro-pop production packed with killer rhythms, lush guitar plucks and groovy beats. Loreen's powerhouse vocals sing about the duality in love and life, wanting to seek clarity when faced with a love that's very deep but confusing at the same time. 

 

The striking music video was shot by video director, Moncef Henaien in the Tunisian desert and depicts the message behind the song: the duality in love and life. Loreen radiates strength and beauty; her eyes hold the stories of generations, and her outfit symbolizes the continuity of tradition in a changing world, a vision of modernity and cultural pride. Check it out below!

 

Film Director, Moncef Henaien says:

Working with Loreen to amplify North African culture on an international scale through a music video felt like destiny. Merging our frequencies and uniting our shared roots kept me grounded in my artistic essence. As we set foot on the set, everything clicked, and it became evident that we were making the right move in the name of art. To describe my team, I can only use words like hardworking, patient, and dedicated. Much appreciation to everyone who placed their trust and devoted their energy to make this vision a reality.

Loreen says:

“Is It Love” was born from a place of seeking clarity, it’s a song describing and contemplating a love that’s so deep but at the same time filled with confusion. It’s about realising that to create a deeper understanding of yourself you need to accept the duality of life, that distortion and clarity goes hand in hand and are equally as important. And to experience the depth of true love, both to the self as well as to others, you have to accept and experience the depth of pain.