It all started with “The End of Fame”, a six-minute thing with a rusty piano and a guitar sounding like a lovesick whale in the depths of the ocean. Try making a ring-tone out of this you bastards, we said.

So there was Service: free zone, pop lab. Parties were shuffled, mostly behind concrete walls. With no particular ambition, but with a strange confidence, some kind of culture was created and (dis)organized. Actions were taken, spontaneously but in a certain direction. And Service rapidly developed into the leading designer behind Swedish pop in the early 21st century.

Service is a permanent vacation.