Two months ago Loreen released her fierce new single “I’m In It With You” (actually, it was leaked), and followed that up with a powerful performance at Sommarkysset. Many fans interpreted it as a love song. But now that the video is out, Loreen is telling us otherwise — and leaving fans divded in the process.
The video sees Loreen and a group of girls gather at a petrol station. Over the next four and a bit minutes, the multicultural gang does nothing but break the rules. They trespass onto a series of properties, vandalise cars, spraypaint houses (at one point using the very ugly C word) and drink plenty of wine. “Nice” girls aren’t supposed to spit or steal cars or piss in public, but they do all of that in the #IIIWY video. It all ends with a nasty death, suggesting that blind allegiance to a group has some serious reprecussions.
Fans of Loreen love that she’s unconventional, but some say she’s gone a bit too far with this and have described the video as her worst yet. She says she is fighting racism, but many question how she does that by setting things on fire and endorsing criminal activity. Speaking at bon.se, Loreen defended the story behind the video.
Inspired by the movie “Over The Edge”, and recasting it with females, the video is meant to capture today’s changing world.
“There is a new generation sick and tired of the old ones getting messed up all the time,” Loreen said. “This generation does not approve of discrimination and borders….In this gang there is one blond girl, one Portuguese and one Morrocan. They are the future…We should not believe in racism.”
The Eurovision queen also referred to Hela Sverige Skramlar, which raised 40 million kr to help refugees. She went on to explain that “I’m In It With You” is not a song about love, and her goal was to break the stereotypes. Presumably that includes plenty of girl power. After all, these women don’t need to be devoted to a man — they have each other.
What do you think? Do you like Loreen’s new video? Is it too much or just right?
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Photo: Zebastian Hall