diff --git a/logging_loki/emitter.py b/logging_loki/emitter.py
index 586c0a1..978559d 100644
--- a/logging_loki/emitter.py
+++ b/logging_loki/emitter.py
@@ -3,6 +3,7 @@
 import abc
 import copy
 import functools
+import json
 import logging
 import threading
 import time
@@ -31,7 +32,7 @@ class LokiEmitter(abc.ABC):
     label_replace_with = const.label_replace_with
     session_class = requests.Session
 
-    def __init__(self, url: str, tags: Optional[dict] = None, headers: Optional[dict] = None, auth: BasicAuth = None):
+    def __init__(self, url: str, tags: Optional[dict] = None, headers: Optional[dict] = None, auth: BasicAuth = None, as_json: bool = False):
         """
         Create new Loki emitter.
 
@@ -49,6 +50,8 @@ def __init__(self, url: str, tags: Optional[dict] = None, headers: Optional[dict
         self.url = url
         #: Optional tuple with username and password for basic authentication.
         self.auth = auth
+        #: Optional bool, send record as json?
+        self.as_json = as_json
 
         self._session: Optional[requests.Session] = None
         self._lock = threading.Lock()
@@ -146,6 +149,9 @@ def build_payload(self, record: logging.LogRecord, line) -> dict:
         labels = self.build_tags(record)
         ns = 1e9
         ts = str(int(time.time() * ns))
+
+        line = json.dumps(record, default=lambda obj: obj.__dict__) if self.as_json else line
+
         stream = {
             "stream": labels,
             "values": [[ts, line]],
diff --git a/logging_loki/handlers.py b/logging_loki/handlers.py
index 0f7d1da..79bcffa 100644
--- a/logging_loki/handlers.py
+++ b/logging_loki/handlers.py
@@ -43,6 +43,7 @@ def __init__(
         headers: Optional[dict] = None,
         auth: Optional[emitter.BasicAuth] = None,
         version: Optional[str] = None,
+        as_json: Optional[bool] = False
     ):
         """
         Create new Loki logging handler.
@@ -68,7 +69,7 @@ def __init__(
         version = version or const.emitter_ver
         if version not in self.emitters:
             raise ValueError("Unknown emitter version: {0}".format(version))
-        self.emitter = self.emitters[version](url, tags, headers, auth)
+        self.emitter = self.emitters[version](url, tags, headers, auth, as_json)
 
     def handleError(self, record):  # noqa: N802
         """Close emitter and let default handler take actions on error."""