We welcome Fanny Axén from Stockholm, Sweden today with us. She is a very experienced PR/ Branding and Music Manager, with over 10 years of professional experience working with some of the biggest European & a few worldwide names in the music business, she has been working with and getting praised by managers, artists and producers for the likes of Stefflon Don, Jennifer Lopez, Beyonce, Justin Bieber, Jay-Z.
Fanny, How did you get started in the music and entertainment industry?
My first real experience was working with my idol, Mohombi that at the time 2010 was one of the biggest artists out there getting signed by Lady Gaga producer Red one and had the biggest song of the year.
What is something that you like to change in the business if you could?
Honestly putting all these artists in boxes like if you are an R&B artist it’s always that work before which I believe also minimize your audience, if everyone just could be an artist and not be a genre I believe a lot more people would be listening to ex RnB.
Please let us know a really challenging experience that you been a part of:
I was going to work with the biggest afrobeat artists in the world from Wizkid, Tiwa Savage, Moelogo, Popcaan and more for a concert that was supposed to be Europe’s biggest afrobeat concert and at one of Sweden’s biggest Venues Stockholm Globe Arenas and basically booked the artists from Tiwa Savage that signed by Roc Nation using all my relationships and getting the event in press, to sponsors, to make it short the concert never happened, and I was left with everything to clean it up, And that when I learned that relationships really is everything because all these people save from also not them looking bad for the fans and media it turned out ok thanks to that these people trust me and know that when I’m been involved in something before it has always been professional. But yeah a lot of people before as well asked me to book artists and I helped out going to them and then me looking stupid when they actually not booking them, so I learned my lesson the hard way about that one.
What artist that you worked with do you think should get more credits than it gets:
Definitely Mohombi, he has over 1 billion views on his videos and like 300 million streams and also wrote and produced 2 of the biggest songs right now Dinero J.Lo Dj Khaledand Cardi B and My Gente J Balvin and Beyonce with over 2 billion views, and a lot more songs but people hardly knew his name before only the songs. I worked as his PR Manager for a lot of years.
What is the hardest part of being a woman in the music business :
Being taken seriously I think, but once they see you are all about business I do believe it’s an advantage.
Your best advice for an unsigned artist:
Build your Brand from the start, really plan how you want people to see you and what stands out about you, work on your social media and all communication around you never ever forget to involve your fans into everything as well that’s how you get those fans that will be with you no matter what.
Also, don’t think you have to get signed I promise that if you can in anyway be independent that will be better for you in the end.
What is something you don’t like about the music business today:
That everything nowadays is about your social media today a person who can’t sing can get millions of streams and a record deal if they are big on social media, that would never happen before. So it’s kinda what the respect for real music is gone a bit.
What about you and your brand are you most proud of :
My Relationships I created during my journey, I have most of the time been self-employed and still managed to work with some of the really big names, both producers and artists and brands.
Why do you think you are where you are today:
Because I honestly work extremely hard, not making excuses, I make things happen and I’m not scared of getting in contact with the people I need and I’ve learned that if they like me and believes in my “product” they will work and believe in you, but also really being a good person and not using people because you can if that makes sense that’s the most important one.
Tell us about a few artists that up and coming from Europe that your been working with that our readers should keep an eye on :