[Editor’s Note: Two major trends have emerged in the recent history of new media: 1) Music videos are the new music and 2) YouTube is the new MTV. With that in mind and to keep you up to speed with the greatest and latest in this online video category, Tubefilter has partnered with INDMUSIC, YouTube’s largest independent music network, to bring you at least one must-watch music video every week. Turn up your volume and we hope you enjoy the analysis, sites, and sounds. For more Must-Watch Music Video installments, click here.]

There are few universal concepts more relatable than numbing away the pain of a breakup with booze, drugs, and sex. (In fact, the option of all three sometimes makes the breakup worth it.) In ‘Habits’, the Swedish songstress Tove Lo and soon-to-be-import from across the pond is here to show us how she deals with it all.

Much more raw and emotional than the fun party pop of her Scandinavian contemporary Oh Land, Tove Lo screams out her feelings then slams them back down in a shot glass once filled with forgetfulness. I’m sure the feeling is familiar to many of us, but in this video you get the sense she’s been there one too many times for this kind of practice to be a passing fancy. Take a look:

The music video takes us through the many ways Tove Lo deals with the pain of a breakup, almost as if the video itself is another numbing agent that’s just part of the process. What’s refreshing about ‘Habits’ is that the emotion is obvious and literal, not figurative and symbolic. It’s a testament to her songwriting and performance style. which is far more uninhibited than other singers of her genre, and it’s a trait that not only affords an excellent video performance but also amazing live sets like this one.

Right now Tove Lo is about as buzzy as it gets, so stay hip and check out this new video she’s featured in from Lucas Nord’s track, ‘Run on Love‘, too.

Arshan Sadri is the Channel Manager at Brooklyn based, INDMUSIC, YouTube’s largest music Network. He got his start booking comedy and music at the University of Maryland. On weekends he refuses to travel above 14th street, likes to run, and plays in two bands that are just ok.

INDMUSIC is YouTube’s Largest Music Network, allowing independent music content creators to monetize their YouTube views without sacrificing creative control or rights to their content.

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