{"id":130714,"date":"2026-08-06T17:12:18","date_gmt":"2026-08-06T15:12:18","guid":{"rendered":"https:\/\/www.sleek-mag.com\/?p=130714"},"modified":"2026-08-06T18:40:37","modified_gmt":"2026-08-06T16:40:37","slug":"andreas-carlsson-wrote-the-soundtrack-to-a-generation","status":"publish","type":"post","link":"https:\/\/www.sleek-mag.com\/de\/article\/andreas-carlsson-wrote-the-soundtrack-to-a-generation\/","title":{"rendered":"Andreas Carlsson Wrote the Soundtrack to a Generation"},"content":{"rendered":"","protected":false},"excerpt":{"rendered":"","protected":false},"author":331,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_kad_post_transparent":"default","_kad_post_title":"default","_kad_post_layout":"default","_kad_post_sidebar_id":"","_kad_post_content_style":"default","_kad_post_vertical_padding":"default","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[10217],"tags":[],"class_list":["post-130714","post","type-post","status-publish","format-standard","hentry","category-music"],"acf":{"legacy":false,"exclude_from_ads":[],"hero_title":"","subtitle":"","hero":{"video":false,"image":false,"header_color":"black","overlay_color":"","overlay_text_color":"black"},"teasers":{"video":false,"image":{"ID":130715,"id":130715,"title":"WEB BILD ANDREAS","filename":"WEB-BILD-ANDREAS.jpg","filesize":338719,"url":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2026\/08\/WEB-BILD-ANDREAS.jpg","link":"https:\/\/www.sleek-mag.com\/de\/article\/andreas-carlsson-wrote-the-soundtrack-to-a-generation\/web-bild-andreas\/","alt":"","author":"1","description":"","caption":"","name":"web-bild-andreas","status":"inherit","uploaded_to":130714,"date":"2026-08-06 14:54:53","modified":"2026-08-06 15:08:25","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.sleek-mag.com\/wp-includes\/images\/media\/default.png","width":1281,"height":1920,"sizes":{"thumbnail":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2026\/08\/WEB-BILD-ANDREAS.jpg","thumbnail-width":64,"thumbnail-height":96,"medium":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2026\/08\/WEB-BILD-ANDREAS.jpg","medium-width":1281,"medium-height":1920,"medium_large":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2026\/08\/WEB-BILD-ANDREAS.jpg","medium_large-width":1281,"medium_large-height":1920,"large":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2026\/08\/WEB-BILD-ANDREAS.jpg","large-width":1281,"large-height":1920,"1536x1536":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2026\/08\/WEB-BILD-ANDREAS-1025x1536.jpg","1536x1536-width":1025,"1536x1536-height":1536,"2048x2048":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2026\/08\/WEB-BILD-ANDREAS.jpg","2048x2048-width":1281,"2048x2048-height":1920,"trp-custom-language-flag":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2026\/08\/WEB-BILD-ANDREAS-8x12.jpg","trp-custom-language-flag-width":8,"trp-custom-language-flag-height":12,"wpvr_mobile":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2026\/08\/WEB-BILD-ANDREAS.jpg","wpvr_mobile-width":1281,"wpvr_mobile-height":1920}},"width":"4","proportion":"default"},"facebook_image":false,"related_articles":"","next_article":"","main_category":false,"content":[{"acf_fc_layout":"text_area","text_area":"

Now he wants to give the instrument to everyone.<\/strong><\/p>\n

There is a version of I Want It That Way<\/em> that almost nobody has heard. It has the same melody, the same production, the same band, but with lyrics that made complete sense. A label executive commissioned it after getting cold feet about the original \u2014 too vague, too strange, no clear meaning. A second video was shot at the same airport. Millions of dollars were spent. \u201cOne of the Backstreet Boys said: it\u2019s the nonsense version or there\u2019s no band.\u201d They won. Andreas Carlsson<\/a>, the Swedish songwriter who co-wrote the original with Max Martin in the late 1990s, tells this story as if describing a near-death experience he is still slightly amused by.<\/p>\n

He has told versions of it before, but the moral never changes: the thing that works is rarely the thing that makes sense. It is the thing that feels true \u2014 especially when no one can explain why. Carlsson has spent thirty years being professionally right about this. Over three billion streams, songs for Britney Spears, NSYNC, Katy Perry, Celine Dion, and Paul Stanley. Now, at 52, he is CEO of Hyph<\/a>, a music creation platform he describes as \u201ca virtual Lego box\u201d \u2014 an app that gives anyone access to professionally recorded stems and the tools to build original, copyright-protected songs in real time, without a studio, a producer, or thirty years of instinct.<\/p>\n"},{"acf_fc_layout":"images","gallery":[{"ID":130715,"id":130715,"title":"WEB BILD ANDREAS","filename":"WEB-BILD-ANDREAS.jpg","filesize":338719,"url":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2026\/08\/WEB-BILD-ANDREAS.jpg","link":"https:\/\/www.sleek-mag.com\/de\/article\/andreas-carlsson-wrote-the-soundtrack-to-a-generation\/web-bild-andreas\/","alt":"","author":"1","description":"","caption":"","name":"web-bild-andreas","status":"inherit","uploaded_to":130714,"date":"2026-08-06 14:54:53","modified":"2026-08-06 15:08:25","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.sleek-mag.com\/wp-includes\/images\/media\/default.png","width":1281,"height":1920,"sizes":{"thumbnail":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2026\/08\/WEB-BILD-ANDREAS.jpg","thumbnail-width":64,"thumbnail-height":96,"medium":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2026\/08\/WEB-BILD-ANDREAS.jpg","medium-width":1281,"medium-height":1920,"medium_large":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2026\/08\/WEB-BILD-ANDREAS.jpg","medium_large-width":1281,"medium_large-height":1920,"large":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2026\/08\/WEB-BILD-ANDREAS.jpg","large-width":1281,"large-height":1920,"1536x1536":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2026\/08\/WEB-BILD-ANDREAS-1025x1536.jpg","1536x1536-width":1025,"1536x1536-height":1536,"2048x2048":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2026\/08\/WEB-BILD-ANDREAS.jpg","2048x2048-width":1281,"2048x2048-height":1920,"trp-custom-language-flag":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2026\/08\/WEB-BILD-ANDREAS-8x12.jpg","trp-custom-language-flag-width":8,"trp-custom-language-flag-height":12,"wpvr_mobile":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2026\/08\/WEB-BILD-ANDREAS.jpg","wpvr_mobile-width":1281,"wpvr_mobile-height":1920}}],"settings":{"fit_width":"4","caption":"Photograpy by Karl-Fredrik von Hausswolff. "}},{"acf_fc_layout":"text_area","text_area":"

CHRISTIAN BRACHT<\/strong> You literally grew up on a tour bus \u2014 your father was a musician and had seventy shows the summer you were born. When did music stop being play and start being work?<\/p>\n

ANDREAS CARLSSON<\/strong> There was a specific period in my career when I was expected to drive multi-million pound campaigns. Bands in the US needed to sell tickets, merch \u2014 everything based on songs we were writing at the time. That got heavy. But otherwise music has always been fun. It\u2019s always been play and a great way to decompress. Now, I\u2019m working on a musical, and I think I have more fun than I\u2019ve had in my entire life. I really enjoy it because I love writing music from the heart. And that\u2019s the thing about play. You don\u2019t write music to prove something, but because it\u2019s the only thing that feels completely honest.<\/p>\n

CB<\/strong> You\u2019ve written some of the most-played songs in history. Yet everyone will tell you the music industry is broken. What\u2019s actually broken \u2014 the music, or the system around itself?<\/p>\n

AC<\/strong> About twenty years ago, I remember sitting in my office, very fat and happy \u2014 gold records and awards coming in. You think you\u2019re invincible. And then this young guy from the label pops in and puts a little piece of plastic on my desk. I said, \u201cWhat is that?\u201d He said it\u2019s called an MP3 stick. I said, \u201cWhat\u2019s the payment model?\u201d He said it\u2019s free, it\u2019s called streaming. That was a turning point, because what music did was push two things that became even more relevant than music itself: mobile phones and the internet. Now, in 2026, another generation has grown up in a me-centric world. Our attention span is about eight seconds. That\u2019s why songs on Spotify have no intros any more \u2014 if the chorus doesn\u2019t hit immediately, you\u2019re out of the game. The next phase is moving from passive consumption to participation \u2014 to play.<\/p>\n

CB<\/strong> I Want It That Way<\/em> is one of the most played songs of all time, and no one can explain what it\u2019s about. Not even you. What does that say about how music actually works?<\/p>\n

AC<\/strong> Max Martin and I were living in the same building in Stockholm. One morning he knocked on my door with a dictaphone and played me: \u201cYou are my fire, the one desire,\u201d and a chorus. I said, \u201cGive me more.\u201d He said, \u201cThat\u2019s all I have \u2014 please work on it.\u201d I did, and it turned out quite good, but then we got to the second verse and he said, \u201cWhy don\u2019t we just make it a question? Am I your fire?\u201d And suddenly, combined with the chorus, it was complete nonsense. But it felt extraordinary. The record label had a crisis \u2014 Clive Calder got cold feet, flew Mutt Lange to Sweden, they rewrote the whole thing, shot a second video at the same airport for another million dollars. And then in the meeting, one of the Backstreet Boys said: \u201cIt\u2019s the nonsense version or there\u2019s no band.\u201d They won.<\/p>\n

CB<\/strong> We have become a society of consumers \u2014 in almost everything. You believe that era is ending. Why now?<\/p>\n

AC<\/strong> The pyramid of power has shifted because of social media. It\u2019s content by the people, for the people. Einstein said something interesting \u2014 when the technical aspect surpasses human interaction, the idiot will win. I\u2019m not calling anyone an idiot, but his point was that the masses become the geniuses. Somebody can hold up a mobile phone and get more traction than Steven Spielberg. Brilliance may not be the deciding factor anymore. And with that comes a downside \u2014 maybe there won\u2019t be another John Lennon, another Prince, because the financial infrastructure won\u2019t support it. But maybe the new community doesn\u2019t need that. Maybe they prefer a participation economy instead of being passive consumers. Everything becomes multi-dimensional, and I think music grows tenfold because of it.<\/p>\n

CB<\/strong> You want to make music as accessible as a selfie. But a selfie is also, in some ways, the end of photography as a serious art form. Doesn\u2019t the same risk apply to music?<\/p>\n"},{"acf_fc_layout":"blockquote","text":"The music we grew up with is actually from a very small portion of the world: mostly the UK and the US, maybe some Swedish pop. But the global music climate is so much larger. We\u2019ve already seen K-pop become a dominant force. Afrobeats is rising to the top. The future of music will be small \r\nislands of mashups \u2014 interesting, unexpected things put together in the palm of your hand by people who would never have had access to the tools before.\r\n\r\n\u2014 Andreas Carlsson","source":""},{"acf_fc_layout":"text_area","text_area":"

AC<\/strong> I\u2019m worried every day. But if I see a tsunami coming, I\u2019m going to be the first one to grab a surfboard, make sure there\u2019s enough wax on it, and ride it like it\u2019s never been done before. Technology always wins. And there\u2019s something fundamentally human about craving more. The world is moving at a pace we can\u2019t stop anymore. But also, twenty years ago, photography had a market of maybe a hundred million people \u2014 those who would go into dark rooms, develop film. Today it\u2019s four billion people with a phone in their pocket, multiple times a day. It has changed journalism, changed marketing, and has become a massive industry. The price of a Richard Avedon print has gone through the roof. Democratising something doesn\u2019t destroy its highest form. It elevates it.<\/p>\n

CB<\/strong> AI can write songs barely distinguishable from human-made ones. At Hyph, you\u2019ve made a deliberate choice to work exclusively with human-made stems. Why is that a question of attitude, not technology?<\/p>\n

AC Because AI is a mathematical model with an expected result. You\u2019re going to get the same flat landscape as everyone else, because the algorithm has no heart, no soul, no training that makes it different from the next person. So why would you even listen to it? What you should democratise is the joy of playing with music. The joy of engaging with it, building something and putting yourself in it. The quick-fix AI version is the Emperor\u2019s New Clothes. Music needs stars you can look up to. It needs Billie Eilish speaking to kids who feel like outsiders. It needs real narrative.<\/p>\n

CB<\/strong> You spent thirty years writing for others. Whose voice had a deep impact on you?<\/p>\n

AC<\/strong> The first was Celine Dion. I was twenty-four and she had just done My Heart Will Go On<\/em>. We got a call \u2014 she wanted an uptempo song. Max Martin, Kristian Lundin, and I wrote That\u2019s the Way It Is<\/em>. When we brought the demo to Florida and she came into the studio, and when she sang the first line, the hair on my neck stood up. It was angelic. The second time was Paul Stanley from KISS. That voice coming through the speakers. I said, \u201cCan you do that again?\u201d In my entire career, it was those two moments when I felt that a great song became something else entirely.<\/p>\n

CB<\/strong> If it works \u2014 billions of people making music \u2014 what does the world sound like?<\/p>\n

AC<\/strong> The music we grew up with is actually from a very small portion of the world: mostly the UK and the US, maybe some Swedish pop. But the global music climate is so much larger. We\u2019ve already seen K-pop become a dominant force. Afrobeats is rising to the top. The future of music will be small islands of mashups \u2014 interesting, unexpected things put together in the palm of your hand by people who would never have had access to the tools before. A tastemaker with an influential blog cranking out dance records. A kid in Lagos building something nobody has heard yet. Will all of it be great? No. But you flip the channel. The 1950s to the 2000s were the Renaissance, the great painters, the great era. What comes next might be something we don\u2019t have a word for yet. And that\u2019s exactly why it\u2019s worth playing.<\/p>\n"},{"acf_fc_layout":"text_area","text_area":"

As featured in SLEEK #89 – PLAY<\/a>.<\/p>\n"}],"sleek_card_focus":"mid"},"yoast_head":"\nAndreas Carlsson Wrote the Soundtrack to a Generation Andreas Carlsson Wrote the Soundtrack to a Generation<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sleek-mag.com\/de\/article\/andreas-carlsson-wrote-the-soundtrack-to-a-generation\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Andreas Carlsson Wrote the Soundtrack to a Generation Andreas Carlsson Wrote the Soundtrack to a Generation\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.sleek-mag.com\/de\/article\/andreas-carlsson-wrote-the-soundtrack-to-a-generation\/\" \/>\n<meta property=\"og:site_name\" content=\"Sleek Magazine\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/sleekmag\/\" \/>\n<meta property=\"article:published_time\" content=\"2026-08-06T15:12:18+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-08-06T16:40:37+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@sleekmag\" \/>\n<meta name=\"twitter:site\" content=\"@sleekmag\" \/>\n<meta name=\"twitter:label1\" content=\"Verfasst von\" \/>\n\t<meta name=\"twitter:data1\" content=\"Christian Bracht\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.sleek-mag.com\/#website\",\"url\":\"https:\/\/www.sleek-mag.com\/\",\"name\":\"Sleek Magazine\",\"description\":\"Sleek is Germany\u2019s leading independent media house\/brand for creativity and innovation located in Berlin the creative capital of the world. 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