Dua Lipa has reportedly set lofty goals for her forthcoming third album as she looks to further influence pop culture, according to her record label. In a recent interview with Music Week, Warner’s Managing Director Alex Burford outlined their aspirations for the British singer’s new era.

Burford stated that they aim for Dua Lipa campaigns to span multiple years and achieve major commercial feats. The goal is to earn more platinum certifications, surpass two billion streams globally, and make her the biggest streaming artist worldwide. Referring to her previous album “Future Nostalgia”, Burford said they want to define another moment in time through culturally impactful moments over the next two years.

Lipa offered a first taste of her new sound with the single “Houdini”. In a four-star review, NME praised how the track’s intricate bassline and wiry keys added grit to her irresistible pop style. Its co-writers included collaborators who have worked with Ellie Goulding, Katy Perry, Harry Styles, and Caribou.

Separately, Lipa has expressed happiness in recently regaining ownership of her publishing rights. During an interview with Audacity, she stressed the importance of artists understanding the music business. Lipa said having full control of her songs now feels validating since they represent her life’s work. She welcomes deciding how her catalog will be utilized going forward.

© REUTERS/Maja Smiejkowska

This provides an updated look at Dua Lipa’s career ambitions and creative direction as she gears up for her highly-anticipated third studio LP. Both her team and herself seek to elevate her influence on pop while strengthening her commercial and artistic standing.

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