STEPH K
I was the Creative Director and songwriter of Swedish R&B artist Steph K for two years. Today, she is on her way of becoming a national star, and is one of the most successful and influential artists on TikTok in Sweden.
But let's rewind the tape.
When we first met, I instantly recognized her talent. She had a unique voice and a story to tell. As a woman with a Middle Eastern background and a strict upbringing in a culture of honor, I knew there were hundreds of thousands of young women in the suburbs with a similar story. And they needed a voice.
Developing a strategy.
When we started working, we established a new sound. Switching it completely from mainstream pop to modern R&B with raw and unfiltered lyrics. Our strategy was clear. She would speak on controversial topics and own her sexuality, speak up on injustices in the culture she is from and go off on toxic masculinity.
We knew that would spike controversy, especially amongst men. But hey, that's how positive changes start, right?
Building a fanbase on social media.
Sony Music saw the potential and we decided to sign with them. After releasing the first songs and sticking to our core plan to create the brand, we managed to build a strong fanbase on platforms like TikTok and Instagram through well coordinated content and PR-strategies.
Freestyles, teasers of unreleased songs and trending challenges made Steph appear on your FYP-page frequently, creating a strong buzz and becoming one of the most well-known faces of TikTok in Sweden.
Back to the future.
Today, Steph K is on her way of becoming a national star. With a debut EP on the way and releasing the single "Partner" (featuring me), we made it as the cover of Spotify's 100-playlist - Sweden's top playlist for hiphop.
KLASS 23 x SPOTIFY
In 2023, Steph K was featured in Spotify's Klass 23 campaign together with Adidas, and getting recognition as one of the most interesting up and coming artists in Sweden.
But hey, the best is yet to come.
