Despite a Scandinavian name and a sound that could pass for Nordic pop, Sjowgren ("show grin") is an indie trio from California. Drawing from the sounds of dream pop, '90s lo-fi, alternative songwriters, and more, they're led by the unaffected alto of their lead vocalist, who, along with bandmates, prefers to remain anonymous. After releasing an EP of demos in 2015, their EP win'20 arrived in 2020. They were still operating primarily as a studio project when they re-emerged with songs including the rousing "newrules" and the more ruminative "I Don't Know" in 2023 to the tune of tens of millions of streams.