Music & Songwriting
From first chord to finished record — writing, arranging, recording and releasing entirely on your own terms.
Creative coaching & mentoring · worldwide over video
Become the artist you keep imagining.
Mentoring, video classes and hands-on project services for musicians, video producers, writers and makers — delivered through weekly scheduled one-on-one video calls with Axel Brundin, an artist who has spent 24 years turning setbacks into songs.
- years of creating
- 24
- years of creating
- projects & counting
- 26
- projects & counting
- gatekeepers needed
- 0
- gatekeepers needed
Live video mentoring · Weekly scheduled calls
MusicSongwritingVideo productionStagecraftWritingVisual ArtProductionPerformanceCopyrightMusicSongwritingVideo productionStagecraftWritingVisual ArtProductionPerformanceCopyright
The Creative Journey Assessment
Five questions. One honest map of where you are.
Answer honestly and get your personal route — the services and pace that fit your journey, not someone else's. Send it to Axel and take the next step.
Question 1 of 50%
Where are you on your creative journey right now?
The coach behind ABCS
A rebel with a guitar — and 24 years of proof that persistence beats permission.
"Every song is a battle cry — and a celebration of refusing to give up."
2002 · Välinge, Skåne
A garage, three teenagers, a wall of riffs
Traxx is born in a neighbour's garage. First instrument, first band, first taste of the thing he'd never put down.
2008 · Copenhagen
1.6 million views — then the deal collapses
Lucy in the Sky blows up online and lands a record deal. When the dream falls apart, Axel comes home and walks straight back into a rehearsal room.
2009–2013 · Every room that would have them
From the back of the stage to Broadway
Anovia, Dusty Diamonds, Unplugged — two voices, two guitars, soul and blues. The road leads all the way to a Broadway stage in California.
2023 · The kingdom within
Axel V King × PGZ Sound
The alter ego arrives — revolutionary music for freedom lovers and fighters, and the loudest, truest version of him yet.
2024–today · Twelve musicians, one clave
Latin fire and the Barcelona Album
JL Son de Armonía brings Latin fire to Swedish stages while a Swedish pop album takes shape with a producer friend from Santa Barbara. The story is still being written.
26 projects and counting — solo records, duos, bands, musicals, video productions, and a festival raised from the ground. Axel has been self-funded, self-taught and unstoppable since 2002. Now he's opening that map to you. Browse every project & its story
Your field, your fight
Whatever your craft, there's a way through.
Axel's own road runs through music, stage, video production and writing — but creative freedom speaks every language. If your field isn't his, he'll connect you with someone great in yours.
Stage & Performance
Presence, confidence and setcraft. How to hold a room of ten people — or ten thousand.
Video Production & Visual Story
Story, shoots and the stubborn logistics of getting the vision in your head onto a screen.
Writing & Voice
Lyrics, scripts and prose — finding the sentence, the hook, the line only you could write.
Career & Creative Mindset
The Jantelag-defying inner work: discipline, resilience and a plan built for the long road.
Something else entirely?
Dance, design, photography, cooking, code-as-craft — bring it. The first conversation maps your field, and the referral network covers the rest.
Ask about your fieldHow it works
Three steps between you and momentum.
- 01
Take the assessment
Five honest questions map where you are and which route fits you. Send your results straight to Axel — or jump into a free intro video call.
- 02
Get your roadmap
A personal plan for your art and your career: the skills to build, the order to do it in, and which of the five services gets you there fastest.
- 03
Build it over weekly video calls
Scheduled one-hour video sessions every week — mentoring, video classes and hands-on project work, from one week to the full five-week journey.
"Leading my way" isn't just Axel's latest single. It's the whole point.
The first step
Take the wheel back.
Tell Axel where you are and where you want to go. The intro video conversation is free — and it's the moment your creative career stops being a someday thing.