returns to Eurovision this weekend a history maker. The Swedish singer first won the Song Contest’s 2012 edition in Baku, Azerbaijan, with “Euphoria”, a dramatic, club-friendly dance banger; last year, she repeated the trick in Liverpool with “Tattoo”, a dramatic, club-friendly dance banger.
Has she been preparing as if she was competing? “Yeah, I would say even more than that. Because it’s important to me.” She sees “Forever” as a direct follow-up to “Tattoo”. “I started a narrative with ‘Tattoo’,” she says. “It was some sort of awakening, like coming from the dirt. Life happens at some point, and you realise what it’s all about, and you just elevate. This segment of the narrative, which is basically a happy ending, is even more important.
Loreen is Eurovision royalty at a time when being Eurovision royalty equates to serious success. The competition has never been bigger – last year 168 million people tuned in globally, while the BBC saw its highest-ever ratings for the final with 9.9 million viewers – and songs that do well can become huge hits. “Tattoo” has nearly 500 million streams on Spotify, where Loreen has over 10 million monthly listeners; the day after last year’s final, the song was streamed nearly 4.
Loreen was born Lorine Zineb Nora Talhaoui in Stockholm. Her mother, a Moroccan migrant who fled to Sweden aged 14 to avoid an arranged marriage, had Loreen when she was just 16. Loreen is in touch with her Moroccan heritage – “I’m a nomad. I’m a spiritual person from the Atlas Mountains” – but it was in and around Stockholm that she was raised, the eldest of six, by a mother who was barely an adult herself .
As Loreen looks forward to Malmö, another geo-political controversy has engulfed Eurovision. Two years after Russia was banned after the invasion of Ukraine, there have been vociferous calls for boycotts and for Israel to be barred from the competition in protest at the country’s ongoing military action in Gaza, in which more than 34,000 people, have been killed following Hamas’s terrorist attack on 7 October, in which around 1200 people were killed and hundreds of others taken hostage.
Source: Entertainment Trends (entertainmenttrends.net)
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