Welcome to Grande Rock Ludvig! Congrats on your new album “Prophecy”. It’s a truly unique experimental, alternative, modern and melodic album. We named it the Best Album of the Month (March) and it will surely end up on the Best Albums of 2024 list!
L: Hey and thanks for having me! That is very cool and we’re honored to be on the list. That always means a lot!
“Prophecy” seems to have a diverse range of musical styles. Was this a conscious decision from the start?
L: In a way it is. When writing a song I can’t really see the production through if I feel like “hmm, I’ve done this before and it doesn’t excite me”. So for each album I look to break new ground. At least for me as a songwriter. Then when we go into recording a lot of the sound is made by what Marcus & Soufian brings to the table. So, when recording “Prophecy” we went into the studio with my demos and put the pieces together as a band. “A Beautiful Life” is a good example. I was stuck trying to figure out the Bridge but the first time we played it together and Marcus laid down the beat he had written, the rest made sense. Here is where our individual diversity in music we listen to shows itself the most.
Which are the similarities and the differences between the new album and the previous ones?
L: We’ve always looked to challenge ourselves when recording a new album and it’s the same with this one. For my part I felt like I had a lot to say with the lyrics and that for me has been like playing an instrument. I become more and more comfortable in it and I believe it shows on “Prophecy”.
How has your approach to songwriting evolved since Reach’s last album? What inspired the themes and sounds of this album?
L: As mentioned above, I think my lyrics have matured a little & we tend toward theatrical arrangements often. I’m very influenced by Queen but also folk and classical music. There are also so many cool bands I find between albums and some of them are genres I normally don’t listen to. I always come back to Sinatra, Ray Charles, Norah Jones and music like that. There are a lot of cool progressions and voicings I “borrow” and implement in my writing. It exciting to mix up genres in my opinion.
How did the collaboration process work within the band when composing the tracks for “Prophecy”?
L: A little different from before. So, we worked with Chris Snyder as our producer. He has a wide catalog of genres he’s produced. But a great ear for sound in my opinion. With this album with so much going on lyrically and musically we really wanted to make every bit fit in production and in the mix. We laid down all the songs live to “feel” the songs. Then we kept working with that material. I really think that way of doing it sort of cleaned up the arrangements. Matt Mysko who mixed the album did a really good job of bringing forth the details and as a work of art I believe “Prophecy” is the most complete album. So far!
Could you tell us about any new techniques or instruments you experimented with on this album?
L: My main instrument was always guitar but since “Reach” and “The Great Divine” I’ve had a long journey as a singer and it’s a lot of work for me to get where I want to be as a singer. So, for each album I’m more capable of singing the melodies that I hear when writing a song. Thus, I really tried to max out my singing. I have the best band in Reach so the shit Soufian and Marcus writes always impresses me and serves the songs well. We all practice and play with different bands and projects besides Reach and I think that keeps us evolving.
What was the most challenging aspect of creating “Prophecy,” and how did you overcome it?
L: Settling with songs. For each album so far there is really not that many tracks to choose from. My trouble when writing is that I really have a hard time finishing a song if I don’t feel it from the beginning. Overall this production was very smooth. I’d say that was because we had a really good team all the way from label to mastering the album.
How did external influences, such as the covid era, current events or personal experiences, shape the music on this album?
L: All of those shape the music! That’s how I write. The stories I want to tell are mostly based on my experiences or happenings around me.
Do you think “Prophecy” represents the band’s growth both musically and lyrically?
L: I really think it does! We enjoy playing the songs and recording the album because the progress of doing so is always with the goal of challenging ourselves and exploring new ground as a band. I’d say that is the main reason why we diverse a lot between songs, arrangements and the overall sound.
What inspired the title of the album “Prophecy”? Is it related to the cover artwork?
L: It’s really based on the idea that we look for new horizons when beginning a new album. It’s the prophecy of Reach to always venture into unknown grounds. The opening track has somewhat of a different meaning, leaning towards being lost and looking for purpose in life.
Were there any particular themes or messages you wanted to convey through the lyrics of the album? Can you give a clue about each song (just a line or two)…
L: “Prophecy”: Like mentioned above it’s a song about the search for meaning.
“Little Dreams”: It’s about a person scared of getting caught in a dream for it would be better than life.
“A Beautiful Life”: My little western influenced story of a bandit… sort of!
“Save the World”: I sometimes go into my “revolution mode” and write songs about “the man”. “The Law” is a song like that and so is “Save the World”. But “Save the World” is about the big evil record label and the naive, innocent artist. A dark but often true take of the industry. Maybe a bit exaggerated… Not that many Dragons in the business, at least not literal.
“A Million Lives”: I prefer to let the listener let this song speak to them. It’s applicable in many situations, but mine in particular comes from a very dark place.
“Not the Same”: It’s my old n grumpy song about people doing anything for fame and my take on that.
“Who Knows”: A love song…
“Mama Mama”: This is a song I wrote after seeing an interview on Dr Phil with Zachary Davies. Sensitive viewers be advised. It’s not really about him but my story is heavily influenced by his story. It is some very dark stuff!
“Psycho Violence”: It’s actually one of my favorite tracks on the album! I really liked the disco vibe we went with. It’s just chaotic and exciting! Haven’t played in front of an audience yet but I really hope we will!
“Grand Finale”: It was supposed to be the last song on the album but then “Eviga Natt” was written on the spot in the studio.
“Eviga Natt”: I had the idea of a song very influenced by the Swedish folk music. I grew up with that at home, my father playing a lot on his piano and his records.
Are there any tracks on the album that have a special meaning for you? If so, why?
L: “A Million Lives” is the song that came closest to me lyrically and the one I could sit back and listen to as a listener and not the songwriter. I’ve never experienced that before so I’d say that song is special to me in that way.
The production is crisp and dynamic. Who is responsible for the mixing, the engineering and the mastering? Are you completely satisfied with the final result?
L: Matt Mysko mixed the album, great work and we will probably ask for his hand again. Chris Snyder is a great Producer and also a close friend. Chris and Matt, in my opinion, are responsible for how this turned out. I’m very happy with the result. There are always things I think “aaah, why didn’t I do this or that instead”. But bear in mind that I’ve listened to these songs for hours before we release them. I believe it’s great to really work with the material and bring as much of yourself into it as one can. But it’s not great getting stuck and letting that go as far as not even releasing stuff. We sound very different now then 15 years ago but Reach really is a glimpse into our musical journey and that’s a nice thing in my opinion.
How have the fans reacted so far to the new sounds and ideas that have been presented on “Prophecy”?
L: Great! We get so much support and love from our fans and followers. They really are the best. “Prophecy” seems to have reached a younger audience. I have an idea why but I’m gonna leave that and just appreciate that people like what we do.
How does “Prophecy” align with the vision you had for Reach when the band was first formed?
L: Haha! Well, when it comes to our goal of: “let’s do this as long as it’s fun and do us good” the vision is the same. 15 years ago I could never have written a song like “Save the World”, so that was definitely not in the vision.
A lot has been said about your musical influences. What are some of the bands that have influenced you as a composer and as a band? Is your co-patriot Moahni Moahna among them?
L: I have not heard of them but I’d say we share some influences. As a band we listen to different stuff but have common ground in the classic rock bands we grew up listening to. Black Sabbath, Whitesnake & Queen are a few among them.
What can fans expect from your live shows in support of this new album?
L: We have a lot of jams when playing live. Alternative intros and endings etc.! Stuff like that keeps you on your toes. I love that when seeing a live band myself!
Any tour plans or live appearances you can share with us?
L: We have a festival gig in mid-July in Stockholm city! We have a few gigs coming up in Sweden but we’re also aiming for a tour later this year. Next spring will probably be a European tour with focus on Germany to begin with.
How would you describe your musical style to someone who has never heard your band before?
L: Progressive Theatrical Rock with a pinch of weird stuff!
It’s time for our “Strange Questions”!!! How did you come up with the name Reach initially?
L: Yeyy! Strange stuff! Marcus and I started out many years ago with a drive to reach out to the world with our music! So Reach felt like an appropriate name.
What are those things that you do not like in the music industry nowadays?
L: The fabric mode songwriting puts me off. It’s not for me to do sessions with 10 songwriters all in it to get their cut. For me that’s not what this is about.
Are “social media” a “compulsory part” of music biz these days or bands, artists & labels can do without them as well?
L: I like to believe that good music can bloom to fame on its own but it’s hard to reach out. Take a Swedish band like ACT. One of my favorite bands ever. I believe they deserve so much more recognition but for most bands, I believe, it’s difficult to just play music. It’s also a great way of displaying more than the music. Visuals is something we spend a lot of time with and it’s something our listeners appreciate. So we do not only use social media as a tool for promoting but also for sharing content that would be hard to get a hold of otherwise.
What do you think about the “streaming issue” of our time? Do you prefer the streaming services more or not?
L: Same as with social media. It’s necessary and it helped us a lot. There is debate about fair payment from distributors and that is of course important and something that should always be discussed and met in one way or another for a good relationship between artists and streaming services.
What is the first thing that comes to mind when you hear the words:
L: Rockstar: Mark Wahlberg
Rock & Roll: Led Zeppelin
Eurovision: Will Ferell
Music Realities: Disgusting toilets
Fill in the phrase… “Rock wouldn’t have evolved the way it did, if it hadn’t been for…”
L: Black Sabbath!
Which are the Top 3 Rock albums of all time according to you?
L: Any Chris Cornell album!
Which is the most underrated musician/band of all time?
L: Richie Kotzen and/or Gary Moore.
Which is that band that you’d like to be part of (any time & era)?
L: Frank Sinatra, as Frank Sinatra…
Which do you consider to be the best male & female vocalist in rock/metal history?
L: Chris Cornell!
Which is the composer/songwriter who influenced rock music the most?
L: Once again Chris Cornell! However I have been really into Awolnation & Nothing but Thieves lately! Very cool stuff
If you had the chance to travel in time… where would you choose to go? To the past or the future and why?
L: Would be fun to have a sneak peek into the future but I’m going there anyways, so I’d say a trip back to the Cowboy days… would be cool. I’d love to see a T-rex as well!
What are your thoughts on A.I.? It appears to have taken over the world in every part of our life over the last couple of years, and this is just the beginning. What are your thoughts on the AI-generated music?
L: It sounds shit haha! It does not belong in music as it is and has been for a long time. But maybe it will open up a door to something else. That is always cool! But then again, what’s the point in writing and creating music if you’re not writing or creating anything more than an order for a computer to generate into a cocktail of already created ideas from real musicians.
Thank you for taking the time to talk with Grande Rock Ludvig. Say anything you feel like saying before we close. Take care!
L: Thank you for having me! Great questions. All the best and thanks for bringing my band to light. For fans reading this, I love you!
