Swedish pop powerhouse Agnes is back with a striking new release. Today, the Stockholm-born singer unveiled the highly anticipated music video for her single “EGO,” directed by Swim Club, continuing her bold artistic evolution.
Playing With Opposites
The visuals for “EGO” lean into contrast, a theme Agnes says drives the project.
“We wanted to play with contrast, speed and stillness, recklessness and control, weirdness and power, holding on and letting go,” she explained. “I love mixing things up and playing with opposites in every detail: in styling, glossy against matte, chaos against precision, and we carried that into the choreography too.”
She credited her creative team for helping bring the vision to life, noting, “Every single person brought their own magic.”
A Disco-Pop Meditation on Letting Go
Released September 5, “EGO” is the third single from Agnes’ forthcoming album. The disco-synth-infused track was crafted alongside an all-star roster of collaborators, including Vincent Pontare and Salem al Fakir (Madonna, Avicii, Swedish House Mafia), Hannah Wilson (Tove Lo, The Chainsmokers), Kerstin Ljungström, and Frans Bryngel (The Weeknd, Salvatore Ganacci).
The song explores the freedom found in setting the ego aside, both in relationships and within oneself.
“‘EGO’ was the first song I wrote for my new album,” Agnes said. “With this record, I wanted to reveal more sides of myself and highlight the opposites that can live within us. It’s not about being good or bad, we’re all far more complex than the labels we give each other.”
She drew inspiration from Eckhart Tolle’s teachings, explaining, “It’s only when we dare to let go of control that life can surprise us.”
Building on “Magic”
The single follows the success of her 2021 album Magic Still Exists, which earned four Swedish Grammy nominations and named her Composer of the Year. With praise from Sam Smith, Elton John, and RuPaul, Agnes continues to carve her place as one of pop’s most dynamic voices.
The Legacy of a Dancefloor Icon
Agnes first broke through at 16 and went on to dominate dance charts worldwide with her smash hit “Release Me,” which hit No. 1 on both the US Billboard Hot Dance and UK Official Dance Chart. She’s since amassed nearly half a billion streams and toured internationally, balancing disco influences with modern pop experimentation.
With “EGO,” Agnes adds another chapter to her genre-bending journey, proving she’s not afraid to drop the mask and invite listeners to do the same. The music video is out now on all major platforms.
