Swede is part of the production and songwriting team called 808 Mafia. He has been making beats for international superstars like Lil Wayne, DJ Khaled, Meek Mill and Gucci Mane. The producer is wants to help the next generation. “Everybody wants to make great music because we love music. It doesn’t matter if you got mad placements or you are up and coming.”
How did you get started in the music business?
“I’ve been in love with music all my life and played with Black Metal and pop rock bands. Years ago, we were recording an album with a band and the singer quit. It was really hard to get a replacement. The only thing I knew was this couldn’t be the last stop. So, I bought a computer and spent years learning everything about production. Stuff like how to make tracks. Eventually, in 2013 I got my first major placement with a Russian pop artist Sergey Lazarev and it was a big hit over there. Naturally, I was very happy with the success but my ambition was to make hip- hop beats. During the day I was working on pop and at night, it was all about hip-hop. For the next couple of years, I travelled between Sweden and the US to network within the hip-hop industry. After a while, I decided to move to America. Looking back, I can honestly say I am a very blessed guy to work with artists I really like and admire. A dream come true, but it took many years of grinding.”
Is there a secret to your success?
“No, not really. When I think back, it was equally hard as it was easy. The important thing was being consistent, making music, building relationships and making new connections. The most important thing was to never give up, keep chasing that dream. A lot of beginning producers hit me up on Instagram asking for tips or to listen to some demos. I love that and I am happy to help. The only challenge is that there are only 24 hours in a day. When they ask for advice, I always tell them to follow the steps, stay in your lane and eventually you will get there.”
How do you look at the new and up and coming talent?
“I admire everyone who has a dream and is working hard to make that dream a reality. Right now, you have producers that are only 15 years old and make beautiful things. Everything is shifting with the internet. It is really easy to get your beats, remixes or music out there. You don’t even need a professional studio or to travel. Plug in your computer and start making beats. You can make connections via social media or platforms like VIRPP. The thing you need to realise is that this is easy not only for you to do so. There is a lot of competition out there. If you want to be successful, you have to do your own thing, keep evolving and keep working from the heart. It doesn’t matter if you got mad placements or you are up and coming. We are all in the same boat. Everybody in this game wants to make great music because we love music.”
How did the collaboration with VIRPP start?
“My friend, Ivan from Artists & Relations told me I should link with VIRPP and we should work together. He’s introduced me to them and I really liked the platform and community. Pretty soon after our first meeting, we kicked off a first contest. I provided a couple of exclusive stems and now it is up to the talent. We’ve heard some entries already and they sound promising. Next to some cool KRK prizes, the eventual winner and I will do a cool collaboration.”
Is there something specific you are looking for?
“Something unique that has a different sound. It is very important to stand out. Let me give you an example. A few months ago, I made a song for Lil Wayne called Russian Roulette. If you listen to it, the beat sounds like it contains a sample but everything is original and made from scratch. I always put something you don’t necessarily expect in the music I produce. Hopefully, the entries will also surprise me.”