“What’s for dinner?” – is a problem that people have every day. People don’t just go shopping for food, they are looking for ”meal solutions.” Supermarkets that understand this get successful. And in union with the food industry they offer convenience. Time-savings. The recognizable.

As a result we eat a lot of ultra-processed foods that aren’t that good for our health. And some recent study actually showed Swedes to eat more industrial food than any other nation in Europe. I would have preferred us winning some other championship.

There’s a lot of ultra-processing done in music production too. A lot ot if it is fun and interesting. We throw a plug-in effect on a sound and it transforms the sound into something new. I wouldn’t like to be without it.

But I think there might be value in keeping certain sounds real. Or that a least in every mix try to have a few sounds that are more natural than others. 100 percent reality is probably not anything to strive for, every microphone listens differently, so everything recorded will get filtered in some way.

I think vocals are especially interesting. We probably not even know how much we can detect from one. Vulnerability, mood and emotion. There is a ton of information beyond the words. Something real that is there for us to feel even if we can’t say what it is.