On the one hand, the 2D Gaussian free field (GFF) is a log-correlated Gaussian field whose exponential defines a random measure: the multiplicative chaos associated to the GFF, often called Liouville measure. On the other hand, the Brownian loop soup is an infinite collection of loops distributed according to a Poisson point process of intensity \theta times a loop measure. At criticality (\theta = 1/2), its occupation field is distributed like half of the GFF squared (Le Jan's isomorphism). The purpose of this talk is to understand the infinitesimal contribution of one loop to Liouville measure in the above coupling. This work is not restricted to the critical intensity and provides the natural notion of multiplicative chaos associated to the Brownian loop soup when \theta is not equal to 1/2.