This means that Sweden is not only dominating the indie pop scene but it might start branching out further with artists with its own label looked after by some of its biggest exports.
This is what the press release says :
‘Ingrid was created over numerous cups of pitch black coffee at Mellqvist’s in Stockholm: a place where tall men, homecoming stars, sailor boys, toddlers, seekers, and women so beautiful it hurts, come together to discuss the indifferences of who you are and what you ought to be…
Beyond complaints of harsh winters and lack of a real good Mexican joint, other topics started to swirl around the tables. Isn’t there more to life than world tours, indie cred and empty pockets? Couldn’t we be creating straight from the heart right to the people without any middle hands? Is it not 2012?
In a heartbeat, Ingrid was created. Consisting of members such as: Miike Snow, Lykke Li,Peter Bjorn and John, Coco Morier, Jocke Åhlund, Johanna Beckman, Jonas Torvestig, and Tomas Nordmark, Ingrid plans to offer a home for the new guard of musicians and artists. The opportunity for creation, collaboration, and compilation sonically and visually, Ingrid will provide in an unadulterated space.’
See the short advert for the label below :
Find more music here.