Elsa Nilsson had her EP release show last night at Rockwood Music Hall. I had the pleasure of engineering the recording, filming the session, mixing, AND mastering the audio for her latest release, “Växer,” which is Swedish for “Growing.” I don’t think this EP title could be more fitting- with a release date of one week prior to the first day of spring, we’re all anxious for winter to take its leave so we can start seeing leaves on trees and life sprouting from the ground.

The title also applies to the artist. I started working general marketing strategy and artist development with Elsa back in July of 2014. We had filmed a modest music video for a song off a previous album and had begun discussing diving into thorough artist development and marketing. We went through the process of reviewing everything from the vibe of her performances to her social presence online. We established a desired artist image and targeted her primary demographic and are in the process of implementing a strategy to build a her fan base and inspire “true fans” or “super fans.” During this process, Elsa has grown a lot. She has continued to grow musically, though she has grown tremendously in understanding the presentation of her art.

Whether it be through the live performances by her incredibly talented quintet or the performance videos she has online, I believe that Elsa’s music is shining brighter than ever before.