Swedish Musician ALEX ALEXANDER Discusses His New Dance Label and His Soon-To-Be-Released Single ‘Helpless’!
Posted On 28 Jun 2019
“Helpless” is the forthcoming brand new solo track from the Swedish musician, Alex Alexander. It is set for release under his own new electro-dance label, LoudKult through distribution though Sony The Orchard, on July 5th.
Since All Access last interviewed him back in 2014 (Read that interview here), Alexander has had over 25 million streams in 2018 and over 50 million streams in total as an artist. That is currently growing with 3.8 million streams in a month. He also has over 135,000 listeners in the US on Spotify. Alex’s single, “Won’t Let Go” is now airing on Sirius BPM in heavy rotation.
Connect With Alex Alexander Here:
Learn more about Alex Alexander in the following All Access interview:
Thanks for your time! Now that we are half-way through the year, how has 2019 been treating you? What are some goals that you have for yourself this year? How close are you to reaching them?
2019 has been amazing so far! I have been busy working on producing more music and running my electronic dance Label ”LoudKult” that me and producer Lucas Estrada started in May of 2018. This year i wanted to focus on pushing out even more solo releases then i did in 2018 and also break my goal of a 100 million streams, I just passed 50 millon streams on Spotify as an independent artist with over 1,3 million listeners a month on my music. I also wanted to spread my brand to an even bigger level and so far i am growing at a very fast rate every month.
Growing up, how important was music in your life? Can you recall the moment when you decided that you wanted to be a musician? Was it an easy or difficult choice to make?
Music has always been my drive, passion and true love and ever since i was a small kid i been surrounded by all kinds of different styles of music and arts. When i was 13 years old i saw Metallica and Iron Maiden posters on my brothers wall and dreamed of picking up a guitar and playing in front of a crazy crowd. I had such a strong drive to start playing guitar and i basically begged my mom and dad to buy me a guitar so finally they gave in haha! My first ever guitar was a classical nylon guitar and i started playing Classical guitar and immediately feel in love, I never looked back since then!
Was there ever a time when you thought about doing something else? If you weren’t a musician today, what else could you see yourself doing? Would you be as fulfilled in life?
That is a great question i can’t even imagine a life without music. I think i would be working with music in some form either as a label A&R or start my own label which i now also did ! I am also truly fascinated with everything that has to do with Physics so i could see myself venture into a research career!
What has been the biggest surprise so far about making music your career? What has been an unexpected or welcome challenge to it all?
I think what you realize as an artist is that the work never stops and the yearn for more is always gonna be there. Its an amazing life to live the music roller coaster you just have to be prepared to give it your all at all times and most importantly be persistent. Your time will come if you truly work hard towards it.
Let’s talk about your soon to be released new single, “Helpless.” What was the inspiration for this track? How does it compare to any of your previous songs?
”Helpless” is my biggest track of this year it actually only took around 10 hours to fully make 🙂 Me and the very talented producer Johan Randén from Sweden had our first session of 2019 when i came from Los Angeles to Stockholm. We got so inspired and just dove right into it, Johan had this super cool guitar intro and he mentioned the idea of having a trumpet in the chorus and i loved it. We wrote the song right there directly and i just poured out what i felt at that time and just went in and recorded all the vocals!
The song is about the complication of relationships. Trying to walk the fine line between being so attracted and drawn to someone that it feels like a drug.
I think it really captures my sound that i am going towards and i feel it really delivers what i feel right now.
Can you explain what it has been like having your own label, LoudKult? Has anything surprised you about the process of getting it started? Are you thinking about getting other artists to represent on this label?
Me and Lucas started LoudKult in May of 2018 and its been an incredible year with a lot of hard work! For the first 8 months we did literally everything ourselves, me and Lucas. We went in pretty aggressive and signed a lot of songs in the beginning of summer and as of now we released over 80 artists. The process was way more work than i could ever imagine even handling 1-2 artists and not to forget run our own artist careers at the same time so i think we where a little bit in chock for the first 2 months. But now we are very satisfied with the results of our labor and most of all the results our artists that make amazing music. For us its all about the artists we just want to do our absolute best to give them the best chance to be heard! Its a Label from artists to artists.
Its also fun to see the label develop as we have been hiring Lucas sister for our economic side and my sister as a social media manager so its truly a family label.
We signed a distribution contract with Sony The Orchard and they have been great to work with, Very professional and we are growing at a very fast rate and we have the goal to be the biggest Electronic/Dance label in norther Europe in the near future.
Where can people see you perform next? Do you plan to tour at all this summer or later this year? What has been a favorite performance of yours so far?
I am planning shows for the later half of this year! Right now i am more focused on recording more songs to keep my release schedule and also make sure i have time to grow the label.
My favorite has to be Pride in Calgary, Me and Amy Hef played in front of 3-4000. The people and the vibes were amazing! I live for those shows!!
How do you think you have grown as a musician since you first started singing and writing songs?
I have definitely grown a lot from all the live gigs. I done all kind of crazy gigs from big crowds to playing acoustic sets solo in front of 150-200 people all over the world. The biggest thing for me is talking and vibin with the audience its so important for me. If the audience is comfortable and feel connected to me as an artist the show becomes so much more fun. I really like these intimate gigs for that reason.
My songwriting have also improved a lot. After writing 100s of songs you learn your rhythm and flow. And most of all the more you age the more you have to write about. Hearth aches, happy moments and you know life !
What has it been like keeping up with your social media accounts and all of the different platforms? Is it hard to stay up to date on it all? What would you say is your favorite way to connect with your fans now? What has social media done for your career?
I have a love-hate relationship with social media. I know its like that for many artists and acts. Its an amazing way of communicating and spreading your updates instantly but it can also stress you out a lot so i believe you need a good balance! I focused mainly on Instagram where i grew my audience to over 124,000 Followers and its been a great platform for me to spread my music and brand and personality. Also to connect with new producers and contacts to work with.
Who are some of your favorite artists or rather, what musicians have continued to inspire you and your music? Who would you absolutely love to work with in the future?
The list is so long i don’t know where to start hehe! I’m a big fan of Prince, Sting and i really like The Weeknd! The inspiration for me is everywhere it doesn’t necessary have to be an artist it could be a sound from a certain instrument or a story from a movie.
I would love to work with Max Martin at least one time in my life. I think he is an amazing producer and songwriter.
If you had an unlimited budget and your schedule was free, what would your dream music video look like?
I have a really cool idea of shooting a James Bond style music video on the black sand beaches on Iceland. I have this vision of walking down the beach with black sand together with a blue eyed husky it would look so epic! I think the perfect song would be in the style of a movie soundtrack. This is a dream i had ever since i saw picture of the amazing terrain of Iceland.
Where would you absolutely love to hear one of your songs? On a TV show, in a movie or elsewhere?
I had a couple of TV placements already actually. They played my song ”Drunk On Conversation” with the Canadian singer Amy Hef on Vanderpump Rules in LA a couple of weeks ago and that was really cool to hear!
It would be amazing to get to do a custom soundtrack song or get placed in a bigger movie. I think that would really suit my style.
At the end of the day, what do you hope people take away from your music?
I want people that hear my music to feel what i felt when i recorded the music and i think one of the best compliments i get on a regular basic is that i do sound different with my voice and guitar playing. And after all we all make music to entertain and give the audience a great mood that is always my goal.
Would you like to share anything else with our readers about your music?
I have a lot of upcoming music as i strive to beat my release record of 2018 with 10 singles hehe so this year i want to give to my fans new music at least every month or every other. The best and easiest way to keep updated is to follow my Spotify profile and my Instagram page.
I am also running a Pre-Save campaign on ”Helpless” that is coming out on July 5th and they can now pre-save it on my Instagram profile.