Loreen talks returning to Eurovision 2024 with new single Forever: "This is my gift to you"

Loreen is always looking for positive energy. 

When she took to the stage in Liverpool last year as Sweden's representative in the Eurovision Grand Final to perform Tattoo, the weight of expectation on her shoulders must have been almost unbearable, having already won (and many would argue, changed) the competition once before in 2012 with the hit single Euphoria.

But we know how the story goes after that. Loreen became the first woman (and only the second act ever) to win Eurovision twice, triumphing with a scintillating, almost primal performance which saw her trapped between the pillars of the earth and the sky, begging for some kind of release. 

Tattoo not only won Eurovision, but peaked at Number 2 on the Official Singles Chart in the UK, becoming Loreen's highest-ever peaking hit here (Euphoria reached Number 3 in 2012) and lead the charge for a record-breaking chart week for Eurovision acts.

And now...she's back. 

Set to return to the Eurovision stage at this weekend's Grand Final in Malmö, Loreen is bringing with her a brand new single; Forever (out today), a massive banger wrapped around a frantic and energetic hi-NRG beat. It is, in the best way, a classic Loreen song, mixed with the expected theatrics for a Eurovision act.

Ahead of her performance and the song's debut, we caught up with the pop priestess as she prepares to return to the stage once more..

When we spoke this time last year, you were getting ready to perform in Liverpool and now you're returning to the Eurovision stage as its reigning champion

Life goes so fast, doesn't it George? Just so fast. Every now and then, I have flashbacks [to winning with Tattoo] that take over my whole body. I get goosebumps. I still get nervous when I remember them counting down the points...

That does seem like a very anxiety-inducing experience, Loreen

I was like, come on guys! Just say it!

You have always been mother to Eurovision fans, but coming to Malmo...you're now the queen!

Honestly, I feel like more of a mother than a queen. We're all queens, right? I feel like we've all created something together. That's just the truth of it. I guess that's why you guys [the gays] call me mother. My focus has always been you.

I always think of being called 'mother' as a really high compliment - it's about giving and receiving energy, right? Which is what we did with Tattoo - you gave, we received

I love how you said 'we' then, did you catch that? This space we've created, it's a community. Tattoo wasn't just mine, it was ours.  It involved all of us.

You're returning to the Eurovision stage to perform your brand-new single Forever, too

Have you heard it yet?

I have and can I just say...f*ck me, Loreen, this is a banger. Like, bloody hell!

Thank you dorlin! I always want to create something that matters for you guys. I knew exactly what I needed to give to you in this moment, you know me. As soon as I went into the studio I, visually, knew how the performance was going to look [and the song needed to reflect that]. You guys were in my head as I was making it. I want [the fans] to understand how they make me feel. You make me feel like forever. It's a declaration of love to you. This is my gift to you. 

It really sounds, to me, like a continuation of the sounds you were playing with in your first album, Heal, but made to meet this current moment - classic Loreen meets modern Eurovision?

You're so intelligent, you know that? You are. It's so crazy you feel that. If Tattoo was the first part of the book, then Forever is the second. Tattoo was about having a constructive way of seeing the pain in our lives, but it's necessary to have that pain so we can evolve. Who are we without struggles?

So, that was the start, but the conclusion is always love. Positive energy attracts positive energy. I don't want to hear about negative attracting positive...we are not batteries! If you want to change the course of your life, you have to start thinking positive. 

I know you can't tell me much...but the song was made for this performance...what can you tease? When I listen to it I can imagine you raving in a waterfall

Interesting! But there's no water. I don't know what I can tell you...

Go on, I won't tell anyone

Girl, I can't tease anything without giving it away! But what I will say is...it's very passionate. With me, there is no grey zone. There you go, I can tell you the performance will be very passionate. 

Have you spoken to the Swedish representatives for this year, Marcus & Martinus? Did you impart any advice?

I think they're wonderful. I haven't given them any advice, I wouldn't do that unless they asked me, of course. In the few moments we got to hang, I was just trying to create a nice space for my fellow creators. I would say that everybody is always so nervous because they want everything to be perfect [...] you don't have to. I would just remind them how wonderful you are.

One thing I've certainly noticed about this year's contest is that a lot of the songs have a dancier feel, which I would attribute to Tattoo and Käärijä...would you agree? Do you take that as a compliment?

I don't know if it really affects me, but if like you say, they've taken inspiration from Tattoo I love that. If they saw [my performance] last year and thought "I want to do my thing," then that's [the ultimate compliment]. That's creativity. If what I do is inspiring other people...then that's a massive thumbs up from me [points nails as long as her face up to the ceiling]. Ha!

Loreen's new single Forever is out now via Promised Land Recordings/Sony. She takes to the stage to perform live on the Eurovision Grand Final May 11 on BBC One/BBC iPlayer.