Loreen has recently had a realisation – that she doesn't just make music, but instead "creates worlds" that truly transport her listeners. "That's why I love Eurovision so much – because it allows me to create an entire world when I'm on stage," Loreen says. As the only woman to win the iconic song contest twice, with Euphoria in 2012 and Tattoo in 2023, Loreen is acutely aware of Eurovision's platform as a "beautiful loving space where people gather around sounds and images". Now, every new song she puts out is conceived as an experience to be savoured on several levels. "As a listener, you have all the elements there: you can see it, hear it, feel it, smell it," she says. "My art isn't about one thing – it's the whole, it's the layers, it's the message."