Swedish artist Tove Lo has just released her new music video for latest single off her smash debut album Queen of the Clouds and there's a lot of self-talk. Not to mention self-reflection, the pop star literally gives herself therapy and swallows some bad medicine in the process.
The video opens with some eerie questions from a therapist, "Why don't you tell me, in your own words, why you did what you did?' 'Was it the narcotics?' 'Were you unhappy?' 'Was it him?" And to all of these questions, Tove Lo answers with a simple "No." When asked what it was, she answers with a dismissive, "I don't know what you mean."
"I know what's wrong with you, you're just broken inside," the therapist says, "You never did anything right." When she asks Tove Lo to repeat the phrase back to her, the camera flashes and all of a sudden the screen moves around so that you can see that the pop star is talking to herself. Then flashes explode onto the screen, visions of sex, visions of love gone wrong, visions of this beautiful woman hurting herself.
She wipes her eyes as she repeats, "I'm broken, I never did anything right," as a police officer's face hovers over her. "Do you feel better?" She asks herself as the title appears on the screen and the video begins with the image of a car crash. Tove Lo staggers out, kicking off her shoes along the way, spinning and swerving drunkenly into a pharmacy. She swallows a mouthful of pills, swivels her hips and then is suddenly submerged in water.
The video then moves to a wedding scene, with a giant cross emblazoned with "Jesus Saves" over it as Tove Lo holds hands with a man with an American Flag bandana, dancing seductively around the church. She then shoots him and we see her nails scratching the table in the police station, interspersed with scenes of the car crash and her inappropriate behavior in the chapel.
The video ends with the wild beauty collapsed on the floor, as police officers run in to take her away amongst the flashing blue lights. Directed by Tim Erem, this is one for the books, therapy session notes and arrest logs that is.
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