#5
FAR NORTH
Dark forests, high mountains, crystal blue lakes, Sámis and untouched wilderness. The northern part of Sweden, is called Norrland and takes up 60% of the country's total area. It is an undisturbed land of the midnight sun, famous for its dark long winters and bright summers. The Swede Beat Issue #5 is dedicated to Norrland, the land that stretches out from Sweden's northern tip and is divided by the Arctic polar circle. We are highlighting this creative bunch of people from north: Hello Saferide, Patrik Ekund, Saga Lova, Addeboy vs. Cliff and Hugo Sundkvist. They are all connected to the dark wilderness and bare the resolute mindset that is often connected with inhabitants of Norrland. These artists proove that Norrland is not just a place to vacation, but an area full of culture and talent.
HELLO SAFERIDE
The obstacles we build for ourselves, my love
Creating decisions to make, my love
When, really, it could be this easy
You and me, and house, and food From Hello Saferide "Arjeplog". From "More Modern Short Stories From Hello Saferide, (Razzia Records, 2008)
Oh what a joy to present Hello Saferide aka Annika Norlin, a charming singer from Östersund in Norrland. The former journalist launched her indiepop-ish debut Introducing...Hello Saferide in 2005 followed by last year’s More Short Stories from Hello Saferide. In between she has also recorded music in Swedish under the alias Säkert! Hanging out with Hello Saferide is like hanging out with your best friend. Something about the quirky music makes you feel homey right away, like stretching out on the couch chatting about this and that. But in this case you’re the one doing the listening. Her lyrics will make you laugh and cry. First they tap you on the shoulder and assure you that everything will be ok, and then they take your hand and whisper in your ear that we’re all a bit crazy and that it is ok. Finally, they make you dance around the living room feeling great about being alive! She sings about failed friendship, losing her virginity, having a sandwich, falling in love, hopes and dreams, feeling lost, being drunk—well basically she sings about life. Hello Saferide’s official website is the perfect reflection of the music itself; charming and delightful with a seemingly Swedish feel to it. Pay a visit! http://www.hellosaferide.com/
PATRIK EKLUND
Eklund focuses on serious subjects such as death and loneliness, but he always provides a comic twist. The winning short film Seeds of Fall (Slitage) is no exception. Eklund tells the story of a middle aged couple, with a troubled romantic life that experience a traumatic event that turns everything upside down. The film is deep waffling between the worlds of comedy and tragedy. The movie was filmed in Piteå, located east of Eklund’s hometown.
His earlier work includes the short films Instead of Abracadabra (2008), Situation Frank (2007) and One Christmas Morning (2002).
ADDEBOY VS. CLIFF
Last year, hip-hop artist Adam Tensta had a few hits on the radio. The genius beat makers behind two of them “My Cool” and “They Wanna Know” are two boys from the north. Their names are Andreas Broberger and Hannes Lindgren, aka Addeboy vs. Cliff. This rock n’ roll/house duo has been compared to Daft Punk and hails from Holmsund, a little town in the northern part of Sweden. Addeboy vs. Cliff is riding the wave of rock musicians exploring the electronic dance scene. They are so called pastiche artists, mixing genres such as rock, house and pop to creating glossy electro born out of the rock n roll dreams of these two Norrland dudes. Their latest single “Beep My Deep” is available for exclusive streaming in this issue (Please scroll down). The song includes elements of rock and techno plus intense vocals from singers David Sandström and Erika Moeld, also from the north: Umeå. This tune has been hyped on the Katy Perry’s official blog and the song’s video got over 22,000 hits on YouTube. Click here to watch. Addeboy vs. Cliff is here to stay! Prepare yourself.
http://addeboyvscliff.com/
SAGA LOVA
Saga means fairy tale in Swedish and is also the first name of the designer behind fashion brand Saga Lova.
After high school, Piteå-born Saga Ekman moved from the far north down to Stockholm to attend The Academy of Cutting and Tailoring and later formed her own brand. According to the designer herself, Saga Lova is about ‘the fun of dressing up,’ a catchphrase that pretty much captures the essence of the clothes. Her past collections are all about playfulness, enjoyment and femininity.
The interesting shapes are flattering for most body types and the well-tailored blouses, skirts and dresses simply beautify the person wearing them.
In this years’ spring/summer collection, Alone Together, the range of colors stretches from icy blue and soft pink to deep raspberry red, bringing back a bit of 70’s nostalgia.
Saga Lova is a refreshing breeze in the Swedish fashion world where most designers are terrified of anything beyond black and white.
Anyone who’s ever started up a business knows it involves a lot of hard work alongside moments of hesitation. So what does one do to stay motivated?
-Whenever I see someone wearing my clothes it makes me so happy
, Saga says, It means that they like my design and things like that keeps me going.
Saga Lova makes fashion fun and just makes you feel damn pretty!
http://sagalova.com/
HUGO SUNDKVIST
Hugo Sundkvist is a talented graphic designer from Arjeplog; a small town located a couple of miles south from the polar circle. He now calls the vibrant city Umeå his home, where he works under his brand name Hitsville. Sandkvist’s art and design is experimental and innovative in its style, reflecting the contemporary characteristics of Swedish design. Huge selections of Sundkvist’s clients are bands and artists from Sweden’s emerging music scene. His contribution to the Swedish music industry is concentrated in the graphic design field, although he has DJed several times at clubs in Sweden. The artistic hit maker is also designing t-shirts, accessories and merchandise under the label Takin’ Off.
TSB: Which projects have been more interesting and inspiring through the years?
HS: Working with Dennis Lyxén (from Refused and International Noice Conspiracy) was very interesting, his ideas and visualization of thoughts and expressions resulted in several innovative directions in my design. Another project that brought out a great amount of creativity was working with Swedish artist Hello Saferide. In this work I was fortunate to work with an old visualization I had that include a collage of birds. (See image gallery)
TSB: In Sweden it seems like most creative types move to the capital of Stockholm. But you decided to stay up north and moved to Umeå. How is Umeå and what inspires you in its vibe?
HS: I moved from Arjeplog down to Umeå because it’s the best city in Norrland. In fact, the city is almost like a mini-Stockholm offering a rich culture life with plenty of creative people within music, art and design living, working and contributing to the city.
http://hitsville.se/pilgatan.html
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ISSUE #5 PRESENTS:
HUGO SUNDKVIST
Two White Horses Album Cover
 Hello Saferide Album Cover
Addeboy vs. Cliff Single Cover
Industry Royal Single Cover
Adiam Dymott Album Cover
 Kings of Convenience Poster
 Randy Album Cover
Heartbeat Club Poster
The (International) Noice Conspiracy Album Cover
Hugo Sundkvist
Graphic Designer in Umeå, Sweden
http://hitsville.se/
info@hitsville.se
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