Practical advice, inspiration and live music, all in one package. That is what participants on the music course received when neo-soul band Orange Room visited the school to deliver a social media marketing clinic.

The visit was an emotional one for the band’s four members, as they are all former students of the music course: Klara Jansson, Hugo Rodling Swanberg, Alma Hell Carlsson and Vilgot Millton.

After their time at Åsa, they reunited in Gothenburg under the name Orange Room, inspired by the colour of the walls in their rehearsal room. Since then, the group has built a steadily growing audience and now has more than 44,000 followers on Instagram.

Social media as a stage
The purpose of their visit was to share the story of this rapid and straightforward rise with the current music course participants at Åsa.

Under the theme Dare to Be Seen, they talked about how social media can be used to promote music, build professional connections and create opportunities for performances and collaborations.

– There is so much music in the world and so many bands. That’s why it’s important to think carefully about how you want to present your artistic identity and reach your audience, said Hugo Rodling Swanberg.

Cover version breakthrough
The band’s journey demonstrates how focused and consistent marketing can deliver results. Without the backing of a record label or a sizeable budget, they attracted tens of thousands of followers and millions of views in less than six months.

Their breakthrough came with a short video featuring their own arrangement of Fleetwood Mac’s ”Everywhere”, which received three million views.

A key element of their strategy has been creating content on a continual basis. The band often used a 360-degree camera and a room microphone in their rehearsal space, editing the footage into short videos from their practice sessions.

– There is a lot to be gained from looking at how you sound live and how you appear while performing. You might spot something in the videos that can be developed further, said Hugo.

Finding the USP
Orange Room emphasised the importance of identifying a strong USP, or Unique Selling Point. At the same time, the band members stressed that marketing is not about creating a false image.

– The idea of ‘selling yourself’ doesn’t sound particularly appealing. What it is really about is highlighting what makes our artistic expression unique, said Alma Hell Carlsson.

Authenticity was a recurring theme throughout the clinic. Developing a genuine artistic identity, they argued, is far more important than chasing short-lived trends.

– Be genuine, be yourself and enjoy what you do, summarised Vilgot Millton.

”Not about being the best”
For the music course participants, the clinic offered more than practical marketing advice and useful working methods.

The returning alumni encouraged them to reflect on how they want to be perceived as artists and, from that starting point, develop the confidence to share their creativity with the wider world.

The band’s most important advice can be summarised in a few simple points: enjoy the process, stay true to your values, establish sustainable marketing routines, build on what works well and remain authentic.

– It’s not about being the best. It’s about having the courage to be seen, said Vilgot.

Musical finale
The clinic concluded with a well-received performance showcasing Orange Room’s blend of neo-soul and jazz, a sound that has attracted a growing audience on social media, particularly in the United States. For the current students, it also served as an inspiring example of what a journey from folk high school to a career in music can look like.

Following their online success, the band has released a digital EP featuring original material and has seen a growing number of live bookings.

– We’re currently exploring the idea of making an album and writing more original songs. Then we’ll see where it takes us, said Hugo.

Achieving success and appreciation is rewarding, but it is not what motivates them.

– We do it first and foremost because we love playing music together, said Alma.

Text and photo: Henrik Wising