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A What do Justin Bieber, Taylor Swift, Katy Perry, Usher and Lady Gaga have in common apart from being highly popular, and rich, music singers? The answer is they all owe some of their success to people behind the scenes from a relatively small country in northern Europe – Sweden. Ever since ABBA exploded onto the world stage in 1974 by winning the European song contest with their easy-to-sing-along hit “Waterloo” Swedish groups, and more importantly the people who make the groups what they are, have had a disproportionate influence on modern music. To understand why this should be so it is important to see how Sweden nurtures its musical talent.
B All Swedish children are encouraged and expected to learn how to appreciate music and play an instrument from kindergarten onwards. After-school music lessons are inexpensive and instruments may be rented. Music education is supported by the government as may be seen by the recent establishment of the Academy of Music and Business (AMB) in southern Sweden by two music producers and teachers, which receives funds for each of the students enrolled in the school. The school aims to develop both creativity and commercial success in young musicians by preparing them for the enormous changes the music industry is facing. Note the second half of the school’s name is “Business.” This is a clear recognition of the fact that in Sweden music making is about making money. In 2011, Sweden’s foreign music sales earned the country US $135 million, which placed it third in the world after the USA and the UK and the highest in the world on a per capita basis.
C So who are the people responsible for making money out of music and helping the big name stars achieve such popularity? The man credited with starting Sweden’s creative push into modern music is Dag Volle aka Denniz Pop. It is claimed that he discovered the Swedish group Ace of Base in the early 1990s when the group’s demo tape got jammed in his car stereo and he had to listen to it over and over again. He loved the song so much that he decided to release it to the public. Their new title, “All That She Wants” became a smash hit. He subsequently opened a recording studio, Cheiron Studios, and it was there that he produced the debut album for one of the biggest boy bands of the 1990s, Backstreet Boys. Volle worked collaboratively with, and mentored, a number of young songwriters until his death in 1998. Perhaps the best known of these today is Max Martin.
D Max Martin, whose real name is Martin Karl Sandberg, has written a string of hits for some of the biggest recording artists in the world today. These include Kelly Clarkson’s “Since U Been Gone,” Usher’s “DJ Got Us Fallin’ in Love,” and Britney Spears’ “Baby One More Time.” Other prominent Swedish songwriters and producers include Andreas Carlsson, who co-wrote “Bye Bye Bye” for NSYNC, Shellback, Bloodshy and RedOne, who co-wrote and produced two of Lady Gaga’s biggest hits “Poker Face” and “Bad Romance.” If you have not heard of any of these people maybe it is because the Swedes famously do not like standing out from the crowd, but prefer to work their magic behind the scenes.
E Aside from writing and producing hits, Swedes are also activein other areas of the music business: as sound and video engineers and technicians, the people who make the music sound the way it does; choreographers and directors who put together the all-important videos that accompany songs and often do so much to shape the image of the artist, especially when seen by millions on YouTube; Sweden also has a great number of music teachers and voice coaches, managers, marketers and promoters. The fans who buy the star’s music may be unaware of these teams of people working in collaboration in the background, but these professionals are all crucial for the ultimate success of the artist’s work.
F One reason why Sweden is so active in the music field may come down to its adaptability. Ola Hakansson, a singer whose career spans fifty years, says, “We’re a small country, so we can’t set any trends, but we’re really good at picking up on other people’s, and we’re really good at mimicking.” A case in point is ABBA, whose records mix jazz, blues, and keyboard style with local folk music, and have sold over 380 million copies.
G Another reason is that nearly all Swedes are fluent in the music world’s lingua franca – English. In order to be globally successful songs need to be written and performed in English. Swedish groups are well placed to capitalize on their linguistic prowess. Since ABBA, other Swedish artists making waves in the music world include Roxette, The Cardigans, Avicii and Robyn.
H So the next time you buy a CD or download a song by a band or singer that you like, why not check out who wrote it, who produced it, who directed the dance moves on the video, and who manages the artist. You may not now be so surprised to find that someone from Sweden is behind the effort to create the perfect pop song!
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