Tell me a little bit about your background and how you ended up choosing your field
I actually started in this business as a Stylist and Designer and everything I have done so far I have done on my own and showing my drive and work ethic, my first job was to style and design clothes for Benny Andersson from ABBA grandchildren that was gonna be in the Melodifestivalen which is the biggest music competition in Europe.
I from there started to take care go the group for a couple of months as a PR manager which if I’m completely honest with you didn’t have a clue of what it was, but i took the days as they came and in the end learned alot.
I created a great relationship with clothing brand Gstar and created a great partnership with there Scandinavian manager and I’m so grateful to have him really supported everything i did and who ever i worked they were there for me and believed in me.
After that my first job was Stylist and PR Manager for one of the biggest artist in the world at that time , Mohombi ,that also was my biggest idol, so that was kinda of unreal thing for me to be able to work with him. He acted as my mentor and he gave me the responsibility that also take care of his own artists at his record Label LaClique music. I designed Mohombi’s clothes for shows music videos and photoshoots and also put together PR Campaigns with fans and big influencers that wasn’t as big at this time but my mindset was to get Sweden and people to understand how great this is i need to get big names to support them. which was very successful.
I learned so much working with Mohombi and i was responsible for getting them on Radio, tv shows, Photoshoots and booked them for shows, i actually even co produced music videos.
After that i worked with a few artists and then started to realize i wanted to manage artist myself find something that i believe in and develop them from there.
i did that with 2 artists Jay Samson and ARON where i started at 0 and worked with hem 24/7 in all aspects from confidence to image to the music of course in the end had them opening shows for big artists like Nelly, Jeremih and Ro James and the biggest labels and the guy who managed and found Drake actually reaching out 1 day after realizing the first song with ARON to say he is a fan and thought she was signed to a major already , Also having some of the biggest labels in the world flying in to meet with us and reaching out, so that told me i did something right.
I also was in a situation around 2014 where i had to take care of Ryan Leslie’s concert in Sweden all by my self from venues, to my artists open for him to making sure the artist and his crew was ok, it was probably the craziest 3 days of my life and didn’t sleep at all , cause i had to deal with everything on my own with absolutely no budget and having to pay from my own pocket for the artist to get even food.
But i told myself if i can do this i can do anything, even had the whole Mariah Carey team coming to the show so that made it even more stressful making sure they also were ok. But in the end i got those tickets sold through my social medias and with my amazing friends couldn’t have done it without them.
But in the end it was all worth it cause i got an amazing friend and support in Ryan Leslie after he told me he was very impressed with what i did and made sure he was ok even though i had to deal with everything. So I’m happy i pushed through it never had a thought of giving up.
What are 3 tips you can share with our readers as it relates to your industry?
Always believe in yourself and what your dreams are and try to think outside the box and not do what people tell you is the right way, normal is boring in this business you want to create something unique.
Your reputation and relationships is absolute everything in this business so treat people like you want them to treat you back.
And Last one, i would say keep great people that your trust around you, cause when things get tough there till there for you which will make you unstoppable.
How do you differentiate yourself from others in your field?
I take big risks and I actually care about who i work with probably a little bit to much i treated my artists as my family, and thats not the smartest thing to do when its comes to business cause you can definitely get very hurt, but its also who i am I’m not working with someone to try to just make money of them i believe in teamwork if you got a team nothing can stop you.
And i would also say i wish everything when i believe in something theres no looking back for me i go in 1000% which everyone knowing what v done can tell you. alot of people get a paycheck and do what they ben told iv been on my own always and choose who to work with and created my relationships completely on my own.
What is your business all about?
My Business is about dreams, helping people achieve there dreams theres no better feeling knowing you helped someone actually living there dreams and what that means for them probably been able to help someone loved one or someone that helped them when they needed it.
How can you be reached if someone is interested in your products or services?
My social media is
Instagram: fanny.axen
or my email : [email protected]