Sjowgren

Despite a Scandinavian name and a sound that could pass for Nordic pop, Sjowgren ("show grin") is an indie pop trio from California. A retro-soul edge is provided in large part by the unaffected alto of their lead vocalist, who, along with bandmates, prefers to remain anonymous. The group uploaded a few self-recorded, guitar-based songs in early 2015 that were collected for the Demos EP that June. The same month, they released the summery single "Seventeen," which offered a fleshed-out, full-band arrangement. The song was featured in a commercial for online marketplace Autotrader the following spring. In the meantime, the tune had accumulated millions of streams, and the band signed with New York City label 300 Entertainment (distributed by Atlantic Records), which released "Seventeen" for downloading in mid-2016. Sjowgren's follow-up single "Now & Then" hit streaming charts in early 2017. A year later, they returned with the single "Beginners." ~ Marcy Donelson

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