Swedish pop exports Avicii and Robyn on postage stamps
Max Martin, First Aid Kit, Robyn, Avicii and Seinabo Sey will become new postage stamp motifs. Sweden, with a population of only 9 million, is third in world in pop music exports. PostNord is profiling this achievement by issuing stamps featuring a selection of the Swedish artists and songwriters who are currently spreading Swedish music across the world. The stamps will be released in Sweden on January 15.
− Stamp design engages people, and Frimärksrådet (The Stamp Advisory Committee) receives many suggestions for artists as stamp images. We’ve now selected five performers who represent the development of pop music, with each one representing a component of the Swedish pop phenomenon says Jan Gradvall, journalist and member of Frimärksrådet, which decides on Swedish stamp motifs.
The history of Swedish pop exports started with ABBA, who proved that Swedish artists could make it to the international big time. ABBA was followed by groups such as Roxette, Europe and The Cardigans, but the foundations of today's Swedish pop phenomenon were built in the 1990s by the songwriters and producers who gathered around Denniz Pop in the Cheiron studio at Fridhemsplan in Stockholm.
− Being on a stamp is really awesome, and also very surreal. It's not something people expect to happen! We’re planning to send a letter to our beloved grandfather in Hampetorp – he’ll be surprised for sure, say Klara and Johanna Söderberg from First Aid Kit.
One reason for the success of Swedish pop exports is the computerization of the entire music world. Spotify and SoundCloud are both Swedish inventions. Sweden’s success in maintaining its position as a leading pop exporter for so long is also due to the country’s multicultural population that offers a broad spectrum of experiences and influences.
− It's a very good mix of artists and it's a huge honor to be included, says singer Seinabo Sey.
The illustrations are made by Jenny Mörtsell from original photos taken by Alex Wessley, Andreas Larsson, Kristoffer Berg, Johannes Helje and Mikael Dahl.