Ukrainian singer SOWA is stepping into a bold new era with the release of her latest single, “In Her Control”, a track that signals both a sonic evolution and a deeply personal reset. Marking her transition into an electropop sound, the song introduces what she describes as a renewed version of herself, grounded in confidence, clarity, and creative freedom. This acts as the follow-up to her previous single release, titled “Джульєтта”, which translates to “Juliet”.
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“In Her Control” centres on themes of self-worth and authenticity, exploring what it means to embrace individuality without fear or comparison. At its core, the track reflects on the ability to admire others while remaining secure in one’s own identity—a message SOWA hopes will resonate widely.
“I want this song to become a trigger for people—to learn how to sincerely admire others without feeling insecure about themselves,” SOWA shares. “To be attentive to themselves, to notice things that once seemed invisible, and to admire themselves as well. This song is about those who know who they are and allow themselves to live the way they want. And if you are still afraid and waiting for permission from others to live your dream life, this song can become that very sign to pause, look at yourself from the outside, and see in yourself what others have long considered an example.”
The release represents more than just a new single. From its inception, “In Her Control” was envisioned as both a Eurovision submission and a symbolic fresh start—emotionally, creatively, and personally. For SOWA, the process of shaping this track was intertwined with redefining her artistic direction.
“I knew right away what my song should be about and that it had to become my new beginning,” she shared. “I wanted to write a track that you listen to and feel inspired—not only by the music, but by yourself. The entire creation process was filled with these exact emotions. It was exciting, because I was starting a new musical stage in an electropop sound, searching for a new team, new meanings, and a new sense of myself in music.”
One of the defining elements of “In Her Control” is its bilingual composition, seamlessly blending Ukrainian and English lyrics. The decision was intentional, reflecting both national pride and global ambition. By incorporating both languages, SOWA aims to maintain a strong cultural identity while broadening its reach to international listeners.
“It’s important for me that on a platform like Eurovision, there is a clear identification of the country. Language is a marker of our national identity, and I believe it’s essential for Ukrainian to be heard. At the same time, English helps convey meanings more deeply to an international audience and opens more opportunities for the music to spread. I want foreigners to fall in love not only with the sound, but also with the melodiousness of our language,” SOWA emphasises.
Accompanying the single is a visually bold performance-driven music video, anchored by a striking contrast of colour and texture. Set against a vivid baby blue backdrop, SOWA commands the frame in an architectural black corset dress defined by dramatic asymmetry. One side falls into a sleek, floor-length silhouette, while the other features a high-shine silver mesh panel at knee length, adorned with cascading crystal strands that shimmer and refract the light with every movement. The interplay between sculpted structure and fluid, reflective embellishment gives the look both strength and dynamism. Styled with knee-high boots and a chunky silver collar necklace, the ensemble leans confidently into modern pop glamour.
A wind machine sends her long black hair sweeping behind her, heightening the sense of control and presence as she remains firmly centred within the frame. Midway through the video, however, the mood subtly shifts as shadowed hands begin to emerge from the edges of the screen, slowly closing in as though attempting to grasp or restrain her. The imagery introduces a quiet tension beneath the polished performance aesthetic, hinting at external pressures or expectations encroaching on her space. Yet SOWA never appears unsettled; instead, she maintains her composure, reinforcing the track’s central message of autonomy and self-possession.
The track’s development also saw SOWA expand her creative network beyond Ukraine. “In Her Control” was crafted in collaboration with musicians and songwriters based in Los Angeles, bringing an international dimension to its production. Working across time zones added intensity to the process, but also contributed to the polished electropop direction she was seeking.
“For me, it was an absolutely new and at the same time very exciting experience. We worked online, across different time zones, with late-night calls when it was already night in Ukraine and just morning in Los Angeles. The deadlines were very tight, but this collaboration became an important stage in shaping my new electropop sound and gave me valuable experience that I will definitely use going forward,” the singer shares.
With “In Her Control”, SOWA introduces not just a new track but a confident artistic statement. Blending introspective lyricism with contemporary electropop production and international collaboration, the release marks the beginning of what appears to be a defining new chapter in her musical journey. While the track did not progress to Ukraine’s national selection longlist for Eurovision, it nevertheless stands as a clear statement of intent, signalling SOWA’s commitment to evolving her sound and expanding her international reach.
“In Her Control”, by SOWA, is available to download and stream, right now, across all platforms. With this new direction, SOWA appears to be entering a defining phase in her career, one that positions her vocals confidently within the contemporary electropop landscape and opens the door to wider international audiences.
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