Interview: Petter Seander (Sleeping Beauty)
From being a mere side project to playing gigs in Paris and London, touring the States and having the songs "Let's take a ride" and "Somebody new" on rotation on several radio stations, the wheels have certainly been turning for the Swedish indie/folk/pop act Sleeping Beauty. Now they're ready to take yet another big step towards stardom, or at least recognition, with the release if their debut album "Embrace". Petter Seander, one half of the Sleeping Beauty duo, shares his thoughts on the past, the present and the future of the band.
- Christian Stenbacke
Describe the journey from the forming of the band to landing a contract with TMC and the release of your debut album, "Embrace".
It's been a bumpy journey, but we're back on tracks now. Where shall I start? We formed the band, intentionally as a side project [to the rock'n'roll band Well, a band featuring both Petter and Fredrik -ed.], but it soon grew out of those bounds. We started to record things, mostly acoustic stuff, and we also did some acoustic gigs. I think it was by the summer of 2005 that we actually began thinking of releasing something. Said and done., we released a five track compilation EP in December 2005. Since then we've put together an awesome touring band, played about 75 shows, everything while trying to make a deal for releasing a full length album. We finally settled with TMC and we're happy that they're releasing the record in a lot of countries. It gives us more territory to tour and of course a chance to get through to more people.
On the 2005 "Let's take a ride EP", you and your partner in crime Fredrik Liberg, play all the instruments and write all the songs, why is that?
I think it's mostly due to liking the situation of being able to control the whole process, from songwriting, to arranging, to playing and recording. I've been in a lot of bands before where equality actually ruined the whole thing. It's our songs and so far we've preferred to keep them hidden until both the actual arrangement and song is ready for take off.
Do you have another approach on "Embrace"?
Kind of. We've been more willing to let people into the process this time. I mean, of course there's a bunch of instruments that we would like to have as a part of Sleeping Beauty that we can't handle ourselves. This time around we used more violin from Anna Engberg, more backing vocals from friends and an old time friend of mine, Rasmus Blanck, came by and played some trombone and stand up bass.
What are your takes on the genre Sleeping Beauty resisdes within?
We certainly started out in the alt-country genre, which we still resides within in some ways. But I'm quite convinced that we're tearing ourselves in at least two parts now. On this album we are heading in a much more pop oriented direction, but at the same time we are looking back and digging deeper into the blues and the Americana-stuff that's out there. I'm pretty sure it's going to annoy people that both directions will meet up on the same record, but I'm not very concerned about that, you know, the records I enjoy the most are the most diverse ones.
Americana/folkpop, do you consider it to be on the rise in both Sweden and Scandinavia? Is there an audience for this kind of music?
It was on the rise when we got the idea of forming the band. I remember the increasing buzz, I think it was kinda after Ryan Adams released his "Heartbreaker" album and domestic Americana stuff like Christian Kjellvander was all over the place, but honestly the music scene seems more disco than folky right now. But I like to dance occasionally, so what the hell... There's an audience for this kind of music obviously, I mean, people are coming out to the shows all the time. I believe the audience to be quite limited, restricted, for artists that don't evolve or stubbornly resides with the same genre and keep the same approach through album after album. Still, looking at the big picture, I find the live scene in Sweden to be healthier than it has been in a long time.
After the release of "Let's take a ride EP", Sleeping Beauty toured quite fiercly around Sweden and even made it across the borders as well. London, Paris and the United States, that's something backed up with only one EP. How was this possible? And what are your expectations for the follow up of "Embrace"?
It was possible mainly through extensive underground promotion for the EP. It didn't sell huge quantities but we certainly used the promo copies in a good way. They went out to promoters all over Europe. It did cost us a lot to do that, but now it looks like it was a good move, since it's always easier to return to a venue than to find a new one. This time around I hope that the touring will be better planned at least, I don't particularly like when the tour dates are scattered. I prefer to stay out for a longer period of time. We'll have to see what happens. We'll probably tour mostly in Sweden and Scandinavia this summer/autumn and then focus on Europe and hopefully the States by the end of the year.
Do you feel yourself that you, or the band, have the need to do even better with a whole album instead of just an EP?
I do feel that we need to do better, but the competition part is all in my head. I compete with myself, with my rules and my judges. But over all I think it's just human to have a will to do better. Then there's another, longer, discussion when it comes to what you actually mean by the word "better". In one way we've already done better since I absolutely think the album is so much better than the EP.
And what is really the difference between an EP and an album?
Musically, I totally convinced that there is a difference for all bands. The EP is such a short format that it's nearly impossible to think of it as a whole piece. It is a bunch of separate songs on a disc. An album (however old fashioned it might sound) is always more representative for what an artist wants to do. An overall feeling of the message, musically or lyrically. Last time around we had to cut out a lot of songs form the recording sessions in order to create a good mix of slow songs, fast songs etc. on the EP. On "Embrace" I think you'll hear all the directions Sleeping Beauty's been going lately. Of course we did cut out some songs, but I think they will appear somewhere sooner or later. I just remembered a good tune, "Two hearts", that didn't make it. Remind me about that one if it's not on the next album!
Tell me a little bit more about the recording of "Embrace". As I understand it, most of the recordings took place in Fredrik's livingroom/bedroom in Göteborg?
Yeah, every note is actually recorded either in Fredrik's bedroom or in the basement. It was a way to be able to work at any time of the day, and even more important: To be able to work when we wanted to. Even though it probably slowed down the recording process, it was worth it for all the good times we had. I mean, a recording session on a Friday or Saturdays usually turned out into a small party, when the touring band would come by with some beer and some good records. I don't know how many nights I've been sleeping on Fredrik's couch and been thrown back to reality by waking up in the basement surrounded by wires and cans last year. But it was certainly fun. Don't know how we'll do it next time. But I really like the thought of recording at home.
What is the difference with recording by yourself and say record together with a producer in a high tech expensive studio?
I would really like to work with a full time producer some time in the future. Right now I'm satisfied with learning step-by-step how to do it myself. I know it's been said by a million bands before, but it is actually amazing that it's possible to record with cheap technology in your own basement. I mean, Sleeping Beauty shouldn't have been able to afford to record the album in any other way. Donate for better sound! Is this an American site? Yeah? Ethan Johns, come over here and produce us! We'll do it ourselves until you decide to hop on a plane! So far, Fredrik's the guy that's been most into learning the technique and producing, but I'll soon catch up with bastard – I know how to press play and delete my own takes...
As the band gets more publicity I can imagine that more people are interested in trying to take advantage of both you yourself and the band. Do you get many proposals (both buisness and musically) that you actually turn down?
Not so far. Of course we've been turning down some gigs and appearances at places that wouldn't suit us, but not to the point where we've got the feeling that people want to use us for any specific purpose expect musically. In general we appreciate when people take the time to offer us something, but ask me in a year or so. I might have changed opinion. You get both surprised, bored and amused, everyday in this business.
Do you think it's important to have continuity with the people you co-operate/collaborate with? Benjamin Taft, for instance, has directed all of your videos so far, what's it like to work with him?
I think it's a big part of the formula for success, however limited. Is fundamental to work with people you trust, and with people that are willing to work within the same conditions as we are. I mean, Benjamin for instance, has been working with us from the first video and onwards, with the knowledge that it won't get him or us rich. He's been doing it for his own enjoyment, development and with a hope that if the song breaks, he'll get a share of that break. We surely love him for that! And he's just an example, I mean, we've been working with the same management since the start and it is not until now it seems it will pay off for them as well. Continuity is certainly the key. But isn't that the case in most areas?
Tell me a little bit more about the making of video of the first single of the album, "Summer smile". What is the concept of the video and did it turn out the way you wanted it to?
Originally we had a large scale plan for mass participation in the video. A shooting actually took place in Göteborg, Sweden, but the results weren't satisfying at all, unfortunately. But from that disappointment, Mr. Taft developed the idea of making the video mostly animated. He involved his sister, Rebecca, to animate birds and whales and other crazy stuff. I think we even got a volcano that's erupting strawberries. It's modern psychadelia. Sleeping Beauty went down to Malmö and recorded some green screen-shots and then we were animated into the plot. It's a joyful video, easy to connect with, stuff happening all the time! I'm totally pleased with it. I hope that Mr. Taft is too. Even though he fled to Asia after the final cut was made...
To me that one song seems like the ultimate summer song, is this a deliberate move? To have an extremly easily accessible tune out one month before the start of the summer?
Ultimate summer song? Haha, I don't know about that. It's a sad tune in a happy dress. Most people in Sweden probably don't think about it, but, as you know, a "summer smile" could be just a happy smile, but it's also a word for the smile of, let's say, a hockey player that has been having a few fights too many. You know, a few teeth gone and scars all over his face. It's a song about taking a stand for something and being able make a turn and putting your foot down. Eh, whatever, as you say, it's still a good summer song. I like the way we managed to squeeze in some glockenspiels and mandolins as well.
What are your thoughts about singles anyway? How much "business" do you apply to the choice of an upcoming single?
I personally enjoy singles to a limited extent. I used to buy them for the b-sides, but nowadays when most singles are released only digitally, I don't care much for them. I understand that it's an easy way for the radio to select playlists and so on, but it's a shallow way of listening to music in many ways. I mean, if you fill up your iPod with only singles, it's like deleting the artists from the songs. Only one song remains of an intended piece. I don't wanna sound too old fashioned, but I prefer whole albums ten out of ten times. What was the question? Business? Yeah, of course it's business. It's all about business when it comes to singles. The record company would never release a track like "Gone so far" or another one of our 6-minute songs. It would be rejected by the radio as soon as it arrives in their mailbox.
Talking about business, how much business is Sleeping Beauty? Is it even possible to separate music and business if you want to suceed in this music climate we have today?
Right now when we're promoting the album, business is overshadowing it all. But it's fine by me at this point. The music has its time and the business has its time. That's the way it is, and personally I kinda like it in some ways. It gives you perspective. You get to look at yourself from another angle and it gives you a lust for picking up the guitar again. We'll promote the album until we and the record company thinks it's enough. The best promotion is of course touring and radio. I just got an e-mail telling me that the first single has been picked up by the Swedish radio, so I guess that's a start. But I can tell you, I'm really longing for the road right now.
Crappy food, untuned guitars and sleeping in the bus. I'm already like an old man in a fairly young body: You know, I like strolling around the towns we play and looking for historical marks, book stores or concrete jungles. Touring is education, evolution and partying for me...