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Sweden for a long time has lead the world in the entertainment and IT industries. Within the musical field, Sweden’s history and tradition stems back to the old Vikings festivities, where singing was a key ingredient.
Later on, celebrities such as Jussi Björling, Nicolai Gedda, Birgit Nilsson, Roxette, Robin, Europe, Avicii, Zara Larsson and Swedish House Mafia, just to mention a few, have enjoyed profound global success and reputation for their respective achievements.
Within popular music, one of the greatest musical acts ever to come out of Sweden is ABBA.
The band’s producer Stickan Andersson was a pioneer when recognizing how important the use of different media was for marketing of his artists.
It is interesting to note that ABBA was one of the first musical acts to promote themselves with a short movie video, showing producers and organizers what the group had to offer.
Swedish producers and musical creators have had tremendous success with international artist like Katy Perry, Beyonce, Celine Dion, Bon Jovi, Cher, N-sync, Rammstein, Backstreet Boys, Westlife and Britney Spears, just to mention a few. Making Sweden per capita the largest and most successful music producing country in the world.
Our professional experiences within the music and entertainment industries give us the firm belief that the house will take Sweden to the next level in the global creative industry. This will be another step in the right direction and secure an interesting future for the creative minds.
the house will give us a great possibility to set new industry standards and let us enjoy freedom as we have never known it before.
the house is a total concept where all possible creativity within Music, Media Information, TV, Radio, Gaming, Film and Photography can be put together at the same time, under the same roof.
the house will be initially run as a non-for-profit organization with all efforts being focused on creativity – not short term profit!.
The buildings will be designed to inspire creativity. It will radiate with innovative possibilities.
A large focus has been on developing something exceptional and nothing has been spared on the environment.
Everything is in order to extract the utmost from every creative or active person allowing people to achieve the impossible.
Both conscious and subconscious processes will be stimulated to the fullest.
the house will be comprized of people from all walks of life at the same time. We believe that these synergies will be paramount to success an development of the creative output.
the house will be designed with cross functional focus as a key structural component.
Social meeting points will be through the use of joint areas for leisure, meditation, rest and amusements.
This is a must in such a super-creative setting.
The normal working hours in the house will be voluntary, it will be possible to work anytime around the clock.
thehouse will not be missing anything in terms of creative environments.
It will be possible to play, eat, drink, workout or even mingle while being creative.
A secure and inspirational environment will be given with all necessary measurements being taken to guarantee the security for all patriort and of course the international celebrities visiting or working in thehouse.
thehouse security will have the highest possible priority.
In the music industry, a 360 deal is a business relationship between an artist and a music industry company.
The company agrees to provide financial and other support for the artist, including direct advances as well as support in marketing, promotion, touring and other areas. In turn, the artist agrees to give the company a percentage of an increased number of their revenue streams, often including sales of recorded music, live performances, publishing, merchandise and more.
the house have a different approach to this concept.
For the first time in the creative industries history a company will offer it´s artists and/or creative persons a real take on the 360 deal. We can offer our members support/help in every aspect in life, both in the professional side and on the private side.
We can offer this because we will have all those thing that an artist will ever need in any aspect “in-house”.
The humanitarian aspect of this project is to create a platform for as many young and upcoming talents as possible.
the house will be open for anyone who feels they have a gift that could be the platform for his or her own creativity and development within all different activities that we will be running.
Today there is no forum of this magnitude where creators and artists can achieve their goals without the pressure of political or commercial aspects. They can feel secure and at the same time feel that they belong together with other creative minds.
All activities will of course take place under the terms of reasonable control but initial without pay-off demands. The results will be judged out of the individual´s own capacity and potential, and where the direction and need surface through discussions and meetings with seniors within respective areas.
The demand on the primarily economical capacity according to modern economic thinking is often the base of most viewpoints.
In the house all these aspects are to be considered secondary. Commercial aspect will come into the picture later on. We believe that the environment in and around the house will create profiles and personalities that will stand out and become successful and famous.
Our initial non-commercial approach will in the long term pay-off both directly and indirectly.
The individuals that we will work with the ones that create a future not only for themselves but also for other interested parties, organizations and companies who will generate all possible spin-off effects that will come out of success.
We have already seen this happen in Sweden within the musical area. We believe that the potential is much greater. the house will contribute to the potential in the field of development.
Through the creation of the house, different groups of creative dignitaries and artist fractions will feel a sense of belonging and creative security which the society nowhere near can offer today.
The combination of non-commercial short-term compromises and what the house can offer, vouches for a human input in society that have never previously been found.
Education will have a central position in the house. By managing our own education of technicians, producers and media personnel in a connected creative environment, we will gain considerably in terms of what can be expected.
Everything being gathered under the same roof creates possibilities for different interests to come together almost anytime in classrooms, coffee shops, gyms or other places within TheHouse.
This creates forums where all groups, students as well as the artists, technicians and producers, will get a feeling and understanding for each other and the problems and possibilities they are all facing.
Students can study how the practical job is done, how it is meant to be perceived by the receiver, and what the end result will look like.
It will be possible to follow and study the entire process surrounding the end product, from ideas and creative thinking to a finished product ready to be distributed. However, the marketing and sales process with strategies, promotion, will also be included in the process.
Focus will also be put on the evaluation process, which is very important for an artist to understand.
None of this is obtainable or possible to participate in today.
To generate maximum comfort, efficiency and safety, the house will be equipped with the latest technologies in all systems.
Furthermore, the latest data technologies will be used to integrate all possible systems in the organization such as access, localization, recall, security etc.
the house will be what the vision of ¨the intelligent house¨ is all about.
One of the targets of the project is to automatize and integrate all systems, to create an environment as comfortable and trouble free as possible. It is important that the technology do not interfere or disrupt the creative process.
For natural reasons, audio technologies and sound quality has a dominant role in the house.
The largest studio complex in the world shall also offer the highest sound quality in the world.
The aspects of audio quality are multi faceted and full of nuances. It is truly a very complex matter. A necessity for creative work to the fullest is flexible equipment offering endless possibilities.
Everything and anything an artist, composer or a producer can think up must be realizable. All working tools of the house will be top of the line.
Thus , the different studios throughout the house will be equipped with today´s state of the art technologies, but a lot will have to be custom made to accommodate our own demands.
That goes for large parts of the recordings tools, mixing consoles and digital as well as analogue editing systems. Customization, both when it comes to audio and video, will be essential for the monitor systems used in the house.
The monitor system are in a way the most important tools in the creative process. If you do not hear or see what you are creating, it is difficult to foresee the exact outcome.
At an early stage in the project, it was decided that all the monitors in the house should aim at objectivity and be beyond all trends. Possible coloration from pseudo standards shall be avoided.
No monitor in the house shall add character to sound or pictures. The key word here is
—- Full Creative Control—-
All monitor system, both for sound and picture, shall be accurate – i.e. able to offer High Fidelity in the true meaning of the word. Objective information – What you see or hear – is what the production will end up with on the recording.
All monitor systems needed in the house are already developed and ready for production, but to assure that we will be world leading also in the future, the house will be equipped with an R&D laboratory, specialized on audio and video.
A research institute, active since 1978, has already been tied to the project. The research so far has had audiology and psychoacoustics aiming at two or multi channel music production as main subject. Thus the activities
the house will already have a head start. In the beginning, the lab will be working with internal sound and picture quality questions, but in the future we have the ambition to play a major role in International standardization questions. Both in the area of audio and picture.
One of the most unique properties of the house is the flexibility. Since it is our ambition that total flexibility shall be at hand, so that a project can be handled in parallel in different part in the house different locations and be effortlessly movable if needed to use specific resources somewhere in TheHouse´s unique infrastructure.
All project will be centrally stored. Carrying around a lot of material shall not be necessary, since all that is moved is information.
The acoustic insulation between different parts of the house will be extreme.
No activities will under any circumstances be compromised by leakage from adjacent activities.
Again, the key word are – Full Creative Control
the house is a ¨one of a kind¨ technical infrastructure with a unique
humanitarian aspect, where we have spared nothing in any area to accomplish the essence of the creative dream environment.
the house itself is so special and offers so much of everything necessary for its specific purposes. No one within the entertainment industry needs to turn elsewhere to fulfill his or her creative dreams or wishes today or on the future.
We welcome you to the house to realize your future or the restart of a carrier as well as the test and trial of your ideas.
Magnus Ljungqvist
Project Manager
info@thehousefoundation.se
Coming soon to this page will the progress on the fundraising efforts for the the house Foundation.
If you would like to find out more on the progress or speak to one of our team, please provide your name and contact details below or feel free to call us in normal working hours.
The foundation shall fulfill its purpose by using its collected funds and its return by distributing grants or otherwise supporting natural and legal persons through an application procedure or in any other way that promotes the purpose of the foundation.
The purpose of the foundation is to promote creative people with education and personal development. The foundation’s purpose is to support individuals or organizations whose efforts develop the potential of creative persons.
The foundation’s first call is focused on promoting the creation of technical systems and infrastructure to help the development and well-being of creative persons and further development of support and mentorship aimed at those who today are unable to invest in a creative work role.
Funds accruing to the foundation through the appeal should be used as an independent fortune to promote the foundation’s definite and enduring purpose.