You’ll be ‘Craving’ to put ISA’s new single on repeat
Location: Stockholm, Sweden
FFO: Lisa Ajax, Rita Ora
Label: Licious Music
First arriving on the Swedish pop scene back in 2012, ISA has been on the pop scene “since [she] was a kid”, and she’s arguably already seen an illustrious career, reaching the finals of the Melodifestivalen in 2015 and co-writing Charlie Who?’s hit single ‘You,’ which saw over 17 million streams on spotify.
But that’s all the past – 2017 saw ISA split off from her deal with Sony Music to start work on her own label, which has seen her release a slew of singles including the powerful ‘MeToo’ as a reaction to the vastly important #MeToo campaign. Fast forward to 2019, and ISA returns armed and dangerous with a silky new single that travels the melodious line between airy electro pop and sultry alt-R&B.
“Most people know how hard it is to act rationally in relationships,” explains ISA. “‘Craving’ interprets the dilemma in trying to resist the attraction of a person who adversely affects one’s life, while it’s so insanely magical to be near him or her for the moment. The song is about losing yourself in a destructive relationship and pending between these emotions”