On May 28, 1997, Love Shop's fourth album GO! was released and at the same time marked a new direction and start for the band. It was the band's first album, which received skeptical reviews, the first not to be nominated for an award and the first that their then record company would not immediately release. 'Billedstøj i bagbutikken', was the headline in Politiken, which missed the pop band so much from the first records.

But soon songs like “Love Goes On Forever”, “Copenhagen Dreaming”, “Fremmedlegionnær” and intense touring activity would cement the album as a lasting masterpiece not only in Love Shop’s career, but also in Danish music history. The gold record for the album’s great sales has long since been awarded, and the album is today considered a true Danish rock classic.

Love Shop is not usually known for being a band that celebrates itself or its anniversaries, but it seems inevitable to let such a significant event as this go unnoticed. It was also with the release of this album that the band finally found its form and came into character as one of the country's best live bands. About GO! and the upcoming tour, lead singer Jens Unmack says:

"We ourselves already knew back then, that they were all wrong, that this collection of songs and tracks was Love Shop's one-way ticket to the future from which this is being written right now. The generous and overwhelming rehabilitation of the record since has only proven this. So GO!, we look forward to raising the flag in your name next spring - without you, no eternal youth!"