Eric Saade has an ambitious take on his videos. In a range of short film productions in 2010, he exhibited various theatrical performances, including being beheaded in a Medieval setting in the video for the song Masquerade.
After winning the Swedish national selections Melodifestivalen, he embarked on another creative journey. The director Mikael "Mikeadelica" Gustafsson led him down a rough path, where he gets beat up by bullies after a night club dance show-off.
But this time, Eric Saade meets a happy end in the story, fulfilling his promise in the song lyrics: "I will be popular".
In real life, Eric Saade is currently in Moscow for a four-day stay with appearances in a number of TV shows, including Star Academy and The Russian and Armenian Music Awards 2011.