Sweden based Fanny Axen works with emerging and established artists to help build them into brands ensuring their careers have a chance of sustaining for the long term.
In this interview spotlight, we discuss how she came into this line of work, challenges, artists she works with and more.
Full Q&A along with links below.
Where are you from and briefly describe your role in the world of music?
I am from Sweden and I am a PR & branding manager, Artist manager and A&R which mostly means that I find new talent and build them into a big brand and not just a music artist, which means I’m responsible for promotion and the development of a new artist or an established artist.
What led you down this path and what motivates you to keep pushing forward?
I just always knew I was supposed to do this, mostly because of my love for music and I think I bring something different to this business showing that u can actually take care and like your artists and still be successful instead of just singing a million act and hoping one of them will make it big.
What motivates me is knowing the business needs people how me and my team works and also again my love for the art.
Name one or two challenges you face working with artists in this technology-driven atmosphere.
Social Media is definitely one of them, you need to understand that you need to treat your social media as a full-time job as much as the music which a lot of artists don’t get and just don’t do.
It’s not about being just one thing anymore. You need to become a brand to be ale to survive in today’s society.
What is one of your favorite memories or moments you have experienced during your work in branding and PR?
Working with artists and seeing their goals coming true is something very special knowing you helped them achieve that.
What was the last song you listened to?
Khalid – Better , and Mikaela – Time from her new EP Bedroom Files. This girl produces and writes her own music! So very proud to work with her, and the next single called Naked from our artist Kristofer Greczula are the last ones.
Which do you prefer? Vinyl? CDs? MP3s?
I would say CDs as it felt more exciting when you went to buy the music you like in the stores, now its obviously mp3 and so much easier but I still really like CDs.
Do you prefer Spotify? Apple Music? Bandcamp? Or something else? Why?
Apple Music I use the most.
Where is the best place to connect with you online and discover more music?
Instagram @fanny.axen is the best way.
Anything else before we sign off?
Just thank you for a great interview and hope you follow my journey got a lot of exciting artists and music coming up this year.
