He is the self-taught creative genius who can never be too good. Ruben Ångqvist leaves no one indifferent as he walks his own path, true to his habit. Whether it's his own record label It is what it is, his music or half-baked innovations.

As I write this I hear Ruben's beautiful and healing piano playing in my headphones. This is a man who spans several octaves, to say the least. From classical pianist, to record company executive, art director, photographer, filmmaker and innovator.

Music and creativity came early. His father, with a background in Sorsele, is a blues guitarist, which surrounded Ruben with dirty tunes from childhood at home in Norrköping.

At the age of twelve, he got his first midi keyboard, which led him to a deep dive into music production software like Ableton and Reason.

Combined with a tireless enthusiasm for building things, a path began to emerge.

I'm some kind of art engineer at heart, I think. At the same time as I started producing my own music, I got hooked on programming my own iphone apps. Then I realised that you need graphics for that.

Graphic design turned out to be something Ruben also fell in love with, as well as photography and video. It was so close at hand.

Ruben laughs a little.

Yes, I am a both-brains person. It's wild creativity combined with systematic thinking that drives me forward.

In the end, it was a trip to the Swedish Photographic College in Linköping (although it could just as easily have been something technical). But by his second year he was already living in Stockholm, working for a well-known Swedish director.

While studying, Ruben created music videos for artists such as Zara Larsson and Gonza-Ra.

It was an incredible school to have the opportunity to work on these types of productions so early. There was a lot of focus on music videos, but we also created things for UR and Viaplay, for example.

After his time in Stockholm and with his student hat tucked away, Ruben and a group of friends started their own production company, Hyper Paradise, based on the Ostgötaslätten.

I wanted to continue with music videos, I got hooked on it. Through various contacts and talking, people started contacting the production company for help. It was everyone from Södra Station, Tungevaag and Raaban to Peg Parnevik.

It is what it is (IIWII)

As the partly restless soul he is, Ruben got tired of Linköping and Stockholm. His part of the production company was sold and he decided to move to his sister in Umeå. There he studied media and communication studies.

When the pandemic hit, however, he temporarily moved back to Linköping to help an established artist with a new release. For various reasons, the production is no longer available on streaming services, but the work led to the launch of a record label - more or less by accident.

We needed a record company to back the release. That's where It is what it is was born.

Ruben came into contact with a successful distributor called The Orchard - one of the leaders in independent music, globally. When he went to sign a contract, he filled in the name It is what it is.

The same show was played again. The talk went on. People needed help to get their music out there and to create great looking material in the form of covers, photos, videos and press releases. Suddenly the business was up and running.

Through It is what is, I can package a total solution for indie artists who can't or don't want to go to a bigger label. For example, I offer smart distribution with production of all material, support in royalty payments and development of press materials and campaigns. An important thing is also that I pitch releases to digital streaming services and playlists.

For Ruben, it's incredibly important that the contracts are fair and that the artists get good and adapted solutions, despite a smaller budget.

I have a lot of friends who have been stuck in really bad deals. I carry that with me all the time. I've been in the business myself and have seen what it is I want to change. Now I have the opportunity to do that, I can create something new and push things in a positive direction.

Chose to apply to an incubator

There is something about Umeå that makes Ruben feel at home. Perhaps it's the proximity to the important creative capital and the do-it-together spirit that so clearly characterises the city.

In the autumn of 2022, he has participated in eXpressions' pre-incubator programme express. The goal has been to streamline the business and define how he will move forward.

What the artists themselves can't do, I try to do. I find that I'm cut out for that role. To think creatively and at the same time strategically and maximise the distribution of the music. Then I need to find other skills that support the role I have. But it's a journey I've started and right now I'm really excited about where it's all going.

Fact box:

Name: Ruben Ångqvist
Age: 26 years
Bor: Up on the MVG gallery
I'm most excited by: Nymph parasites and flea market
Takes energy: Social media
Listening to right now: The devil is - La Lusid
Unexpected interest: Industrial automation
Best tip you ever got: Feel (!)

Band/artist names Ruben is associated with:
Ruben Fjellner, Regimen

Links:

• Surfing in the record company It is What It Is website
• Listen to Ruben's piano playing (Ruben Fjellner, Spotify)
• Listen to the band Regimen

COVER PHOTO: Herman Holm