label.recordLabel

Pretty Swede Records

"Pretty Swede Records" is a record label owned by Tove Lo, with artist development and services company Mtheory. “It’s amazing, I have a lot of freedom, and it’s been fun to work with Mtheory. I’m a pop girl, but I like to make things weird and be in full control of the whole vision. This is the perfect way to put out exactly what I want.”