Marie Dimberg and Per Gessle launched the label Space Station 12 in February 2016. Since then, three artists have released their single at SS12. You may have seen Per posting about SS12 on Facebook quite frequently this year, so we thought of asking Marie D. and Per a bit more about the company.
Judith: When did you have the idea and how did it all start?
Per: The music industry is changing so much at the moment I felt like I, before I go to sleep, should take part of the new revolution. There’s a window at the moment for indie labels. And for indie way of thinking. I like that.
J: What was your motivation?
P: Same as with everything else in my musical life; to take part of music that I like and enjoy.
J: What do you want to achieve with SS12?
P: A great logo and a few gold records.
J: What are your tasks/responsibilities?
P: I’m the DJ, I am what I play!
Marie D: I run the daily operations with my team Lotta and Josef and we work together with our great license partners at BMG. We also have independent press- and radio people.
J: What is the story behind the label’s name?
P: The name comes from a Montrose-song, “Space Station #5” but I thought 12 was cooler since it’s my birthdate.
J: So far, 3 artists have released their latest singles at SS12. Their styles are rather different, who is involved in the A&R process and how does it work in your case?
P: We all are. But I have the last say. If I don’t like it, we won’t release it. But I’m pretty easy to convince.
MD: We all listen and try to convince Per if he doesn’t agree…! A good song, a great voice and an artistic expression are of course key ingredients. No matter what kind of “genre”
J: What are your main criteria when picking an artist up?
P: Personality. Intelligence. We don’t want artists who strive for fifteen minutes of fame.
J: Why did you choose these 3 to start with? How did you discover them?
P: Alex was number one. He’s the best songwriter I’ve heard in years. He wrote “Sinking Deep” for Fanny. That’s how Fanny came aboard. She turned out to be a great communicator with an interesting voice. Good Harvest stand for something a little bit more “classic” and organic. That’s very rare to find these days. They’re amazing.
J: Marie, you mentioned that Fanny’s single has almost reached 400.000 plays on Spotify, which is amazing for a new artist. How are you promoting the artists? What are the target audiences and countries?
MD: We start with Scandinavia as a home market but make the release available worldwide digitally. Together with the BMG team, the press- and radio people we try to get exposure wherever suitable for each individual artist.
J: The three artists are rather young and newcomers; are you focusing on this kind of artists or are you also looking to sign up established ones?
MD: We’ll see… our focus is great talent with great songs and I’m sure we’ll eventually embrace established acts as well.
J: Per, you co-wrote the lyrics of Alex Shield’s and for what I understood from an interview with him, the song was finalised and has been released as a single because of this.
P: Yes, I co-wrote the lyrics and the music to “New York City Ways” but that’s not the reason it was released as a single. Who writes the song doesn’t really matter. What matters is if it’s a good record. It has to communicate.
J: In what way have you been involved in the final results of (so far) the singles? Do you get to give input / feedback during the recording/composing process or final outcome?
P: Sometimes. I’m there if I’m needed.
MD: Per’s input is extremely important given his long and successful career both as a songwriter and an artist!!! In my mind, it’s a fantastic opportunity for young artists to have an artist/songwriter of Per’s magnitude as your “wingman”
J: Are more songs co-composed by you planned?
P: I’ve written quite a lot of songs together with Alex which are really cool. You’ll see.
J: What are SS12’s plans for the future and what is in the pipeline?
MD: We’re currently focusing on these three for the rest of 2016. There will be a new song by Good Harvest released in December penned by themselves; “Charly”. They will also perform at the Eurosonic in Amsterdam. Alex “New York City Ways” will be accompanied by a lyric video this week. Fanny is writing and recording and will make her first performance at Musikhjälpen in December.
If you want to know more about the three great artists go on reading.