Neffwork with Branding & PR Expert, Fanny Axen!


Fanny Maria Grant Axén was born in Stockholm Sweden 31 January 1985. From a very young age she knew that she was gonna work with music & Artists cause of how happy music made her.

She always had her own company and at 20 years old she decided to really go for her dream she started in the business as a Stylist the group little great things ( grandchildren to Benny Anderson from ABBA) that participated in Melodifestivalen where she designed there clothes and helped them with there image and PR. After that it continued for the legendary studio Xlevel studios in Sweden and some of there artists.

She put together photoshoots and connected the artists with the right kinda of people to help them with there brand this was before social media was big but she already had that thinking in her head that connect artists with bigger makeup artists, clothing brands and so on to create a ”hype” thats there working with that artist.

Superstar Mohombi saw what she was doing and hired her to help him with styling for himself and and his own artists under his record label LaClique Music. She started designing his clothes and style him for music videos, photoshoots and after a while also became the PR Manager cause she couldn’t understand how a artist like him over 500 million views on youtube songs with Akon, Nelly, Nicole Scherzinger and produced by Redone and signed to Cash Money Records. At one point had the biggest song in the world Bumpy Ride how more people doesn’t know who he is so she created completely on her own PR campaigns with bloggers, and magazines where she invited his fans as well as radio campaigns for him and his other artists aswell so that way she got them to really listen and started to put there music on rotation.

She also put him in some of the biggest tv shows in Sweden on channel 4 and a few of the most credible tv interviews like Malou efter 10 and 1 of a Sweden’s biggest magazine Aftonbladet also put him in shows and wrote interviews about him and his own artists that she worked with all of a sudden everyone knew who the artists was and not just there music. she also put the artists in charity events and alot of other PR
campaigns from her own relationships with press, brands, producers and artists created on her journey.
She created a great relationship/partnership with the Scandinavian manager for GSTAR basically by doing alot of shopping there and talking about her passion about music and asked if there anyway would be open to help with styling and on a few artists that she really believed in they believe in her after a few meetings and started to give her exclusive clothes that wasn’t even out for herself and her artists even tho some
of them didn’t have a name at all they still believed i what she did and putting them together with the GSTAR name, ever seens then she has had there support in any project she’s been involved with.

Fanny AxénShe created the same with the Uk brands Boy London & Criminal Damage. After leaving Lalique music Fanny knew she wanted to manage her own artists and found her working and helping a few artist who is today signed one of them is Anton Hagman who now signed to Universal, and the group Young Squage
signed to sony music. she did everything again from PR A&R manager and booking agent. She was also the PR Manager for 13 year old artist Nova Miller ( signed at Universal) they created a documentary that
Fanny pitched to her friend at Aftonbladet and they agreed to give her a chance she also thorough her network got quicker ways to get her on Radio at the biggest commercial channel NRJ in Sweden.

She managed her friend Josef Sattarov for about 1 years and helped him to build his brand today he has 200k followers on Instagram and a really successful clothing brand & charity to help young people with problems. During that same time Fanny Also managed one of Sweden’s biggest Bloggers Foki for about 1 year. She found someone she really believed and was prepared to invest all her time and effort in the artist Jay Samson. She worked with Jay 24/7 on all aspects almost 2 years. Jay won a competition that Ryan Seacrest had about the best Drake cover which created a buzz about him and views on youtube.

She had him in the studio with some of the biggest producers in the Uk and Sweden without no budgets cause she invested everything she had in him and people believed in what she was doing and her artists so they supported her. Jay opened for Ryan Leslie concert in Sweden and also Nelly s tour, he also opened for Mohombi to get all those things to happen Fanny had to create a trust with the biggest promoters in, Sweden Live nation, David Maloney and a few more they let her artist who didn’t even have no music out work with them.

She had her artist actually get paid as a signed artist would get to do a show how she sold him and his talent and more and more people even in the UK and USA started to reach out to work with them and he had girls traveling from all over the country to come and see him at the shows they did. She created a great relationship with one of the biggest artist right now Steff London‘s manager and he really saw her drive
and helped her to connect and talk signing deals in the uk for her artist.

Unfortunately Jay stopped doing music because of his religion and wanted to go a different route.
During this time Fanny also had the own responsibility for Ryan Leslie concert in Sweden in March 2016 she without no budget sold tickets through her Facebook and her contacts and social media she also had the responsibility for the Venue and her 2 own artist open for him and took care of everything with
the help of her friends. After that Ryan saw her hard work and drive and have been in contact and supporting ever seens. 2016 Fanny was involved with RCA Grammy award nominated Ro James were she was helping him with his European PR.

But Fanny didn’t give up and started to work with another artist she found a 19 year old girl. She worked with her day and night for about 5 months before taking her from Sweden to the UK where they lived for 6 months because of the interest from labels, producers, and even radio BBC 1 extra and Janice Brook who used to run only ATV and is responsible for signings like James Arthur , Jessie J and more became a part of the team after being very impressed.

She also had a few meetings with Craig Logan who managed Pink,Cher, Dina Ross to just mention a few , also been running most labels in the US and was a part of the group Bros, they talked about working together after Fanny reached out to him when she worked with Jay a couple years back and he was as well very impressed with her work she’s done with her artists. They decided that it wasn’t the right time to work together right now because of Fanny putting in 24/7 with her artist and he needed someone full-time.

At this time they only had a cover out that reached 700.000 plays on Soundcloud and more DJs , producers, labels started really early reach out. When they released there first song higher Ground that she
didn’t really want to push that much  Terral Slack who used to manage Drake and Bo1da reached out saying he is a fan and everyone thought she was signed to a major label. Capitol Records flew in to Sweden in June 2017 to meet with them. Fanny got her song Higher Ground on the Spotify fresh list and they were told to find this girl and get her signed, very blown away when they heard more of the music but Fannys
plan was to not sign with anyone until the EP was done. During her journey they worked with P2J ( Chris brown Kehlani, Trey Songz) Akil king (Beyonce, Kris wu, Ro James, Jeremiah) Elan Morrison ( Janet jackson, Whitney Houston, frank Zappa, Rihanna ) and Shaun Walker choreograph and creative director for marriage Carey, Beyonce, J.lo was with her helping them with dance and stage presence and also as a personal trainer.

The first time her artist stood on stage was in a soldout show in Hoxton in London 2017 opening for Ro James. Fanny had created a great relationship with SJM concerts ( owned by simon Moran) Johnny phillips after reaching out to her seeing what she did with this girl ARON so they created a partnership and supported her vision she had for her artist. The first time her artist stood on stage was in a soldout show
in Hoxton in London 2017 opening for Ro James promoted by SJM concerts, that Fanny still has partnership with today. Fanny also worked a little bit as PR/A&R with Producer K.e on the track, He has produced for Future, Rick Ross & Nicki Minaj you the boss, Dj Khaled , Big Sean and the legendary song swag surfing by rap group Fast Life Yungstaz to mention a few. K.E asked Fanny to Represent him because of what he saw her doing with her artists and said he never seen anyone with that drive and also the relationships she had.
She has during her whole journey stayed self-employed and just done whats she believed in, Today she realized that she now wanted to work on her own brand and create something long lasting for herself.

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