Another Bop: Zara Larsson Can’t Let Go On “All The Time”

Mike Wass | June 21, 2019 12:35 am

UPDATE: The “All The Time” video has arrived. Check it out below.

Zara's 'Ruin My Life' Video
Zara Larsson serves looks and emotion in the glamorous video for 'Ruin My Life.'

Zara Larsson has been chipping away at the followup to So Good for a while now. The Swedish pop star dropped the lead single, “Ruin My Life,” in 2018, and has rolled out another couple of singles (“Don’t Worry Bout Me” and “Wow”) with diminishing returns. She might have more luck with “All The Time.” Produced by Lotus IV, this is a throwback to the carefree pure-pop of “Lush Life” — albeit with a side of heartbreak. “I don’t know what you’re doing in New York,” Zara laments on the opening verse. “All I know is you ain’t on my bedroom floor.”

The 21-year-old lays her cards on the table on the catchy chorus. “I try to forget about you, baby, and I die when I think of you with someone else,” she belts over shiny synths. “I don’t know why you’re dancing in my mind, from the breaking of the day to the middle of the night — all the time.” This is the kind of cute, radio-friendly bop that Zara needs to relaunch ZL3. “All The Time” comes a week after “A Brand New Day,” the breakout star’s collaboration with BTS. That song cracked the top 10 on US iTunes. Let’s hope “All The Time” (below) enjoys similar success.

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