Swedish singer Zara Larsson, now 28, credits a recent shift in her approach and team for injecting new life into her career as she embraces greater creative control and public visibility. Speaking candidly in a conversation with music journalists, Larsson reflected on her journey from a young artist in Scandinavia to a rising global star with a distinctive voice both on and off the stage.

Larsson, who signed with RCA Records earlier this year, described the partnership as transformative, likening the experience to being "on a boat" after years of waiting for fresh opportunities. This alignment, she said, has allowed her to feel "reborn" as an artist, encouraging her to take risks and assert her personality more openly.

Before gaining international attention, Larsson had already established herself in Sweden not only as a singer but also as a vocal personality. She recalled running a blog that expressed strong opinions and sparked debates around feminism and politics before those conversations became more mainstream. “People in Sweden have always known me as both a musician and a personality,” she said.

Larsson also acknowledged the cultural challenges inherent in growing up within the Scandinavian concept of jantelagen, a social norm discouraging self-promotion. Her upbringing in smaller Swedish towns, where this idea was even more pronounced, contrasted sharply with her personal ambition. “Inside, I knew exactly what I wanted to do,” she said, adding that despite feeling embarrassed at times about her early studio commitments, she always believed she was “special” and destined for success.

The influence of American culture, particularly Black American music, played a significant role in shaping Larsson's artistic aspirations. She cited idols such as Beyoncé, Whitney Houston, and Christina Aguilera as inspirations who offered a form of expressiveness she felt was lacking in Swedish pop culture. This affinity motivated her long-term goal of breaking into the U.S. market.

Larsson discussed her early experiences working with older industry professionals in Sweden, noting the difficulty of finding peers her own age in the studio. While she was determined to maintain artistic integrity, she acknowledged the pressures of navigating creative decisions influenced by producers, stylists, and choreographers. It was only recently that she gained the collaborative relationships and respect that allow her to fully express her artistic vision.

Embracing social media as a tool for authenticity, Larsson emphasized the importance of enjoying content creation rather than viewing it as an obligation. She credited her shift to a more relaxed attitude about sharing personal moments, likening it to posting exclusively to a close circle of friends. This openness extends to her political stances as well, where she openly supports causes such as abortion rights and has spoken out about the conflict in Gaza. Although she acknowledged losing some business opportunities as a result, she remains committed to maintaining her voice.

Larsson pointed to fellow independent artist Macklemore as an example of the power that comes from creative control, even when it means stepping away from mainstream platforms. She expressed confidence that while she desires to perform on large stages and reach wide audiences, she will never compromise her principles to do so.

Reflecting on her musical evolution, Larsson identified her previous lack of a distinct personal brand as a barrier to sustained cultural relevance. Now, with a clearer artistic identity and a supportive network, she is preparing to release new music with longtime collaborators such as MNEK and Helena Gao. She aims to push boundaries sonically and lyrically while focusing on bringing joy into her work.

“I’m not a sad person,” Larsson said. “I’m emotional, but I’m not sad.” As she moves forward, she intends to craft music that is both experimental and organic, blending her versatile tastes into a refined and recognizable sound.