DIY, Sweden, and Sync with Håkan Persson (Swedish Red Elephant, I Don't Speak French, Indie Shake)
Love Music More · hosted by Luke F. Walton
Guest: Håkan Persson
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Topics discussed
Host note
Håkan Persson writes, produces, and runs a label out of Sweden, and he traces all of it back to his mother's love of music and to writing his first song at eight years old. He's since built Swedish Red Elephant into a 65-million-stream electronic project, placed songs with I Don't Speak French in commercials and TV, and founded the label Indieshake on a DIY, community-first ethic.
We talk through his path from the punk and indie scene into electronic music, a genre he says he hated the first time he heard it before falling into writing top lines for it, and what changed his mind. He walks through how sync licensing actually works for an indie artist, why brands are often more open to unusual indie voices than people assume, and where he draws the line on selling out: "there are different degrees of selling out."
The conversation keeps returning to community: Håkan's belief that going far in music means going together, and how Sweden's grassroots label culture makes that possible in practice.
Selected moments
- Håkan's love for music from a young age 1:32 Håkan shares how his mother's passion for music influenced his early exposure to various genres.
- Early songwriting experiences 2:59 He recalls writing his first song at just eight years old.
- Fear of failure in music 4:17 Discussing how starting artists often feel intimidated by the success of others.
- Challenges and changes in music perception 5:36 Håkan explains the challenges of being evaluated on today’s social media.
- Evolution of musical tastes 8:10 Håkan talks about his initial disdain for electronic music and how his view evolved.
- The symbiotic relationship with commercials 15:02 He describes how commercials can prioritize unique indie voices.
- Views on selling out in music 21:26 Håkan discusses the complexities of 'selling out' in the music industry.
- The significance of community in artistry 27:20 Reflecting on how understanding shared struggles can elevate songwriting.
- Swedish music culture and support systems 30:59 He highlights the impact of Swedish culture on music production.
- Building an artist-friendly label 47:11 Håkan discusses the founding principles of his label, Indieshake.
Selected excerpts
I became enamored with all types of music... My mom was really into music, she was like a hippie in the 70s.
I remember growing up... before smartphones you could play a really bad show and nobody would care.
I hated dance music when it first came out, but then we fell into doing top lines... it's all about the instrumental and the top line.
A lot of brands are looking for stuff that sounds interesting... enjoy taking tiny indie artists and giving them money.
Nobody cares if you sell out a little bit... there are different degrees of selling out.
I think it's so important to have a community around you when you're trying to navigate this industry...
You can do it yourself, but if you want to go far, go together.
There are so many artists pushing the envelope... it's kind of like a beautiful mix of genres and styles in Sweden.
FAQ
What inspired Håkan Persson to start making music?
Håkan was inspired by his mother's passion for music and the diverse musical influences in his family.
How does Håkan Persson define success in the music industry?
He believes success is about sustaining oneself through music while maintaining connections in the artistic community.
What is the DIY music culture in Sweden like?
The Swedish music culture is deeply rooted in community support, with many artists benefiting from grassroots initiatives and label structures.
These pages are host notes, not a full transcript. An automatic transcript is on the Spotify episode.