By Colin 
MOA is stepping into a new chapter.
The Swedish alt-pop artist has always worn her heart on her sleeve—whether it’s in the blistering honesty of Beat, or the sonic duality of singles like ‘Special Place In Hell’ and ‘Home Is Where The Hurt Is’. Now, she’s back with ‘Born Again’, a track that dives deep into the idea of renewal and letting go of past versions of yourself.
We caught up with MOA to talk about the song’s long creative journey, the impact of her ongoing collaboration with Al Groves, and why she’s all about following her gut—even when it’s lactose intolerant.
Your new single, ‘Born Again’, carries a powerful sense of renewal. What was the inspiration behind it?
‘Born Again’ is one of those songs that took years to write. Throughout my life, there’s been this theme of perseverance, but I’ve never quite understood what I’ve been holding out for. As I’ve gotten older, I’ve slowly understood the importance of creating a life and context that feels meaningful to myself, and I think that’s where this track and the thought of rebirth comes from.
I’ve come to realise that you can start over however many times you want, and that no past mistake or path taken will forever define you. Understanding that was such a relief, and something I can always come back to in a moment of panic.
You’ve worked with producer Al Groves across multiple tracks. What makes this collaboration so effective?
As an artist, there are these really rare moments where you enter a room and things just fall into place. When me and Al worked together the first time, I just got this strong feeling of finally being in the right place at the right time. It’s like all of those other rooms I’ve been in were part of the road leading me to that very moment.
Al has this amazing way of welcoming vulnerability and authenticity in his space, and his entire ethos is to serve the song rather than anyone’s ego. That, combined with his creativity and experience, is just an unmatched combo.
‘Special Place In Hell’ had a bold and raw energy, while ‘Home Is Where The Hurt Is’ took a more melancholic, introspective turn. How do you decide on the sonic direction of each track?
For me and Al, it was all about figuring out where the tracks ‘wanted’ to go sonically. Creativity is such a fun and weird space, because what you’re really doing is materialising this gift you’ve been given from the ether—the gift being an idea or a concept—and your job is just to honour that in the best way you possibly can.
It’s impossible to describe it in a technical way, it’s just all about trusting your gut and the energy of the idea.
Your music frequently touches on themes of mental health and self-discovery. Has your perspective on these topics evolved as your career has progressed?
Absolutely. When I started writing music, it was all about venting and expressing and understanding myself. But as I started sharing those thoughts, I noticed there were so many people who could relate to what I was singing about. They would reach out on social media or come up to me after a gig, and tell me about their own experiences.
That’s when everything changed, and I started creating with that community in mind. Now, all I want is to make music that helps people feel less alone—something they can find some strength in.
You’ve built a reputation for deeply personal songwriting. Do you ever find it difficult to be so open in your lyrics?
Generally—no. I think I’m a really self-aware person, so it’s in my nature to constantly reflect on my emotions and experiences. I’ve always been a big ‘over sharer’, and music is a part of that.
What I do find difficult is putting things into words that may be part of someone else’s journey—people who were there when this all happened. I sometimes catch myself trying to spare others’ feelings while writing, mostly people close to me who I want to protect from the knowledge of what I’ve been through. That’s still a hurdle for me, and something I’m working on—just really trying not to censor myself on behalf of that.
With each release, you seem to push yourself creatively. Are there any sounds or styles you’d love to explore in the future?
This is such a fun question! I strongly believe in not limiting yourself as a creator—genres and sounds are just vehicles for expression! I’ll try whatever comes my way that feels right.
In the end, it’s not up to me. It’s up to the universe… and my silly little lactose intolerant gut.
What’s next for you? Can fans expect more new music or live performances soon?
‘Born Again’ will be followed by a conceptual EP with all of my recent releases, plus an extra song that holds a special place in my heart. Stay tuned for the release date and for the next live dates.
2025 baby!
MOA’s journey is a reminder that starting over doesn’t mean starting from scratch. With every release, she continues to redefine what vulnerability sounds like in pop—honest, unfiltered, and entirely her own. As she looks ahead to 2025, one thing’s certain: she’s only just getting started. You can follow MOA over on Instagram.
Photos: @jawmidnight