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SWEDISH HIP HOP MARKET: LILLA NAMO

HIP HOP IN SWEDEN

The year 2012 was a turning point for hip-hop artists of Sweden.

The Swedish ensemble "Latin Kings" held high for some time, but then the market of interest for Swedish artists dropped. Since 2012, however, the hip hop artists performing in Swedish language are topping again.

Hip hop is performed in the native language, Swedish. The market was not really accepting the Swedish produced hip hop until year 2012 which is a major turning point for local artists.

Hip hop often reflects society, particularly trends in the surburban low-income areas.

The country of Sweden is 2550 kilometers long, and artists from all over the vast country suddenly mirrored all of the country. One artist, Johan Alander, is from the city Ostersund, a long way from Stockholms low-income suburbs, so his presence on the hip-hop scene was one of the factors making hip-hop "international" within the nation of Sweden.

BANKRUPCY LURRED

Sweden has invested into creating concert platforms in all cities of the vast area. Some are called "folkparks" with tribunes, others are regular concert environments. This movement was in particular developed because of the 1950ies and 1960ies promotion to distribute music, often pop-music.

At such a facility a young man was working with groups and culture. Salle Salazar and his brothers invested their money into a "garage studio", however, it was the basement room of a housing block, and started seriously working for "the voice of those who has no voice" - hip hop.

They developed a unique musical and sound concept based upon samples from old Swedish and Finnish pop music, but did not seem to get far, until they got the idea of travelling to New York and do some tracks there. Promotion wise, the local market of hip hoppers began to respect the Salazar Brothers, who brought back a performer from Chile.

The audience began to listen, and thereafter their music and success spread to Germany.

Their basement studio named Redline Recordings in the suburb Norsborg, is now full of lyrics of unimployment and segration, offered recording time to new unknown artists, and thereby has now created a new fundament for the hip-hop culture in Sweden.

The studio is runned by the brothers Salla Salazar, Masse Salazar and Chepe Salazar.

KARTELLEN

Hip-hop often has a political tone, a voice from the underclass, so it is not a surprise that the biggest hip-hop name is "Kartellen", a group of people with a gangster image because everyone is or has been in prison.

The leader of the Kartellen is Sebbe Staxx, who can tell, that the bank was robbed in his area of town. As the robber left the bank, the square outside was full of people, who did not ring the police, but applauded the bankrubber for the initiative.

That story, and of course good videos, has moved Kartellen and hip-hop into the mainstream of music in Sweden.

UNIVERSAL MUSIC

Some cities ban concerts with hip hop music, because they feel the texts can be too controversial and influence too young teen-agers in an incorrect way. However, such a censorship often works as good promotion for the music and the artists. The tabloid headlines has had a positive Youtube effect for Labyrinth.

Thus, now Universal Music, represtend by Johan Lindquist, has begun to assist developing and coordinating the markets for the Salazar Brothers and their crowd of hip hoppers.

Hip-hoppers are now sendig flowers to the police department of, for instance, the city Vaxjo.

Information collected from sources like Swedish Television

ARTIST FOCUS WITHIN HIP-HOP

Kartellen - critical to society, gangster image, big city boys, unemployment.

Latin Kings - a voice from the underclass.

Lilla Namo - non-political, describing her life.

Johan Alander - honest about his difficult childhood with a sociopath father.

Dani M.

Labyrint

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