By Sasha Varenytsia
Vselubov, a debut album by the singer Etolubov, has earned its place among the most exciting pop releases this spring. After the phenomenal success of the single “Attraction” (#33 in Shazam Top 100 World, #4 in Shazam Alternative Chart), interest in Etolubov grew in Europe, Asia, and Latin America. The hype around “Attraction” has yet to subside as the song continues receiving recognition and critical acclaim. Zendaya’s stylist, Law Roach, shared it on his Instagram, and numerous other famous bloggers, models, and celebrities followed suit. Meanwhile, Etolubov reveals different sides of her talent and musical Universe. In addition to the debut album, she also presented a stunningly beautiful live video, 001SHOW, shot in the tropical thickets of the island of Bali.
So who is she, this mysterious rising star of the world pop scene?
Hello! What does your nickname Etolubov mean?
The answer is in the album title. Translated into English, Etolubov means “This is love.” It is pronounced as “eto lyubov’,” but it’s spelled separately—that’s my schtick. Love is the key theme of my songs. My professional tenet is that everything my team and I do is only out of love for the audience. Finally, I am originally from Odesa, Ukraine. My real name is Liubov Fomenko. Liubov is a beautiful Ukrainian name that means love. So everything is very connected and not accidental.
What is your nationality and ethnicity?
I have the blood of many countries and peoples. I am Ukrainian, but my ancestors come from the Middle East from Arab countries. I also have some Turkish and Greek blood.
Yes, of course! Your image and appearance combine European sophistication, melancholy, and Eastern mystery.
Thank you! That’s nice to hear. Maybe that’s why I feel at home both in Europe and in the countries of the East. I like Arabic music, culture, and aesthetics. I know Eastern traditions well and respect them. It’s all palpable on the Vselubov album. It is European neo-pop, but with the addition of a large number of various oriental instruments—darbuka, saz, and duduk.
We couldn’t help but notice that some people in your comments keep asking whether you have had plastic surgery or not.
Ahah! No, I’m all for natural beauty. As they say, everything is my own.
Do you live in Odesa?
I was born and spent a happy childhood in Odessa. It is a beautiful, cozy city on the shores of the Black Sea. And I am very grateful to my parents for the memories that have remained with me forever. My parents are entrepreneurs. Their life was connected with trade. Their example helps me even now because, in the music industry, you will not succeed if you are immersed all the time in creativity and writing songs only. You must also be a businessman who can plan and build relationships in a team.
Returning to the topic, I lived in Kyiv for a long time. Afterward, I lived in Paris; almost ten years. It is the city where my taste and understanding of various world cultures was formed. It’s no secret that Paris is the world capital of fashion. This area has fascinated me for a long time. Now, I can call myself a cosmopolitan. We have just released an album and have received many requests for performances, promotional activities, and filming. We have a growing fan base in India and Turkey, so I plan to spend much time in Istanbul. My career comes first right now, and I’m ready for planes and hotels to be my home. As I said, I feel good wherever “my people” are.
What about personal life? Does such a lifestyle complicate relationships?
I try to talk about my personal life as little as possible, but lately, there are too many questions of this kind. So okay, in this interview I’ll be honest; I’m not in a relationship right now. But I’m not one of those singers who are disappointed in their career and sacrifice everything for success, popularity, and stage. I believe that true love can overcome the test of distance. I even have a song about it. It is called “Римую”. We recorded it together with the incredible Ukrainian artist Maks Barskykh. It is a very relevant topic for Ukrainian couples in love because they cannot be close to each other because of the war. Many women were forced to go abroad, and men stayed at home because they had to defend our country.
Yes, we’re familiar with this song. The music video art director is Alan Badoyev, the most famous Ukrainian music video maker. You have already shot many clips together with him. Is he your producer?
No, I don’t have a producer. I’m an independent artist who does everything myself with my small, dedicated team. Alan is a wonderful person, and he is the one who helped me first imagine and then create the visual Universe of Etolubov. But we never talked about him becoming my producer. (I think he already has something to do.) I decided from the beginning of my career that I would remain an independent artist. Freedom has its price, though. As I said, you must immerse yourself in everything – distribution, contracts, promo. But I have a keen interest in it.
You don’t say! It must be quite an exhilarating experience to watch your song become a world hit, right?
Do you mean “Attraction?”
Indeed, I do. There are a couple of versions of this track, correct?
You’re correct. Initially, it was called Pritiazhenie, and it went viral thanks to a remix. The English version came out next and continued attracting listenership and recognition globally. Soon, several versions of this song will be released in other languages. It’s incredible! Two years have passed since its release, and the song is still gaining momentum. Just a month ago, a reel with “Attraction” went viral again. It has over 20 million views in Lebanon, Egypt, Pakistan, UAE, Turkey, Mexico, Brazil, and India. People listen to this song everywhere! My friends from Dubai send me videos and write: “Lyuba, this is a tremendous success! Your song is heard literally from every corner.” But it’s still hard to believe this is happening to me.
Are you afraid to become a one-hit wonder?
No. There are a lot of great songs on the new album that can be successful singles in their own right. Flowering, Таю, This is Love. I believe in each of these songs, and I think people will love them too. We need to give it some time. “Pritiazhenie/Attraction” didn’t take off immediately, either. You never know what will happen tomorrow. I can only work hard and thank God for allowing me to be heard.
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