#001.Memes, dreams and streams – the life of producer Joel Sjöö

It was a dark night in the beginning of December. I was at home trying not to overcook my pasta when all of a sudden I got a text. “Hey, we’re thinking about making the desk and the racks I built for A’s studio into a proper company. Wanna tag along?”. I didn’t have to think it over. Hell yeah I wanted to tag along.

For context: A is a musician, song writer and music producer. He’s had a career as a songwriter/producer for the past 25 years. His knowledge and input about what a producer needs, when it comes to studio furniture, is pretty much invaluable.

P started as a furniture designer. He has designed some of the coolest furniture I’ve ever seen, before he switched to making interior design. Which he’s been doing for the past 15 or so years. He also used to be a kick-ass drummer and keyboard player (mention the Juno 106 or the Jupiter 8 to P and he’ll surely get something misty in his eyes). 🥲

So what about me? Well, I too have been making music on and off for almost 30 years, starting out in my friend’s dad’s garage. With an old, purple Pearl drum kit and the smallest Peavey amplifier known to man. But more so, I’ve been working in journalism, social media management, UX-writing, copywriting and communications for the past 18 years.

So when A and P asked me if I wanted to join them in turning this into a company, I knew this wasn’t just three friends starting a business to get away from wives and kids, drink beers and talk shit. I knew this was for real. I knew that we had all the skills it was gonna take to build something really fun, fresh and groundbreaking.