By now you know that we’re always behind the Swedish culture, especially when it’s in our own (concrete) backyard of New York City. From supporting our FOKs to enjoying a tasty meal at a Scandinavian spot, we’re always on the hunt for something that will remind us of home. Luckily for us, we’ve found it relatively easy to get our Swedish fix in the Big Apple, from restaurants to off-the-grid locales.
The Swede Beat, an online publication dedicated to fashion, art, music and more (all of the Swedish persuasion) is the most recent thing to catch our attention. We’ve been able to discover new bands (there’s a music player on the site that plays tracks from bands you need to get to know – like Sail A Whale!) and designers, all with the Swedish spin we crave when Stockholm is thousands of miles away.
We asked Swede Beat's Editor-In-Chief and Founder, Lydia Kellam, a Brooklynite and Swedish-American herself, to tell us all about her online venture and of course, her favorite Scandinavian spots in the city.
Where are you originally from?
I’m originally from Sweden, born and raised in Stockholm, the capital. I’m half American, so about four years ago I decided to give New York life a chance and have been loving (and hating) it since then.
Tell us about The Swede Beat. What was the incentive for starting this online publication?
The Swede Beat Magazine, founded in 2009, is an online magazine dedicated to contemporary pop culture produced by emerging Swedish creators. When I first moved to New York, I was interning at CMJ Music Marathon where I learned that there was a huge interest in Swedish music, which was very surprising to me. I started to discover Swedish culture all over New York: in music, art, fashion – but no one knew the origin country. So as a proud Swede, I made sure everyone knew what was Swedish. The Swede Beat formed itself in my mind but developed into a newsletter one year later.
After the success with the newsletter, it grew into an online platform and other products. We do the magazine, parties, collaborations and projects to spread contemporary Swedish pop culture.
Where do you go to get your Swedish fix in the city?
In New York, I’ll go to Fika for delicious Swedish pastries and coffee I can count on. If I’m looking for new denim, I often stay faithful to Swedish brands and usually hit Inven.tory or Alter for Cheap Monday jeans or the Acne store in Soho if my budget allows it.
There are also a few Swedish independent designers and artists that live in New York. Ninaz, maker of adorable clogs is my fave.
As a music fan I spend most of my time (and money) on music. I’m very happy that I can get my Swedish fix pretty frequently here in New York since Swedish bands, artists and DJs perform here on a regular basis. This past month, I saw Little Dragon, The Concretes and Peter, Bjorn & John play.
What are the biggest differences between Swedish and American culture?
There are a lot of differences. One of them is the minimalist approach that is still traceable in both fashion and music, which produces clean, simple expressions. I would also say it’s more put together – less raw, but in a good way. In the United States, you always say everything is possible, which allows for a more diverse culture. I wouldn’t say Swedes are the best nationality to adapt that concept. Swedes are more constrained. But they take advantage of this restricted character and manage to create awesome and creative culture out of it. Some people say that the reason for Swedes being so creative are the long dark winters. There's not much you can do but be inside and create stuff. Others also think Swedes are good musicians because it's mandatory in Swedish elementary school to play an instrument.
I blame the Swedish creativity on all aspects above, and now with so much creativity coming from Sweden, people start to inspire each other.
What kind of events do you have coming up for people who want to get down with Swedish culture?
Since last year, we have been throwing monthly club gigs at Trophy Bar in Williamsburg, where we invite people from Sweden’s culture scene to DJ and dance with us. We usually have a hip mix of Swedes and Americans looking to discover new Swedish music or just to party like the Swedes do.
I’m very excited about our party on Thursday, February 3, which is our 2nd anniversary party at Trophy Bar in Williamsburg. I invited some good friends of mine, and they are also excellent examples of why Swedish culture is so awesome. First, singer Victoria Bergsman who goes under the moniker Taken By Trees. She’s an amazing musician and a DJ. Another great friend of mine is Swedish illustrator Jenny Mortsell. She's a very talented and inspiring person to hang out with.
This summer we teamed up with GrandLife NYC and threw a Midsummer party at Soho Grand. We did events with Swedish record labels, film festivals and more. I'm also djing at different events.
I am really looking forward to the second year. We have tons of new projects lined up: more parties, a t-shirt collaboration, a fashion project, a new music feature in the magazine and more.
