LOST.MINDD “It saved a lot of time having the data and insights”

We had the chance to catch up with Swedish producer and lofi specialist Lost.mindd to talk about her personal milestones, publishing deals, favourite plugins and much more. Read along:

Who is Lost.mindd and what’s your approach to making music?

Lost.mindd is a female producer and sample creator from Sweden whose passion for music has led her to where she is today. She produces songs for artists in the genres of hip hop/bedroom pop and indie. But she also focuses on her own music, releasing dreamy lofi songs.

My approach is to just have fun and make music that makes me feel good. It hasn’t always been like that, it took time to figure out what type of music I wanted to make and who I was really making it for. Once I started making music that I enjoyed and started working with other producers and artists that inspired me it gave me the energy to keep going and have fun in the process.

Could you sum up some personal milestones in your artist development?

There have been a few moments that made me think that ‘wow I can really do this’. I remember when I sold my first exclusive beat, that feeling was amazing. To think that an artist saw the value in the beats I was making. And on top of that the song the artist made with that beat turned out amazing as well! (the song was Rxmance – White lies)

In 2021 I was hired by Oatly to make a remix of their song ‘Wow now cow’ as promotion for their Super Bowl commercial. It was a huge milestone that taught me a lot.
When starting to release my own music I could have never dreamed of only a year later achieving milestones such as 100´000 monthly listeners and over 4 million streams across all platforms. Huge to think that my music really reached all those people.

Also worth mentioning is when I linked up with artist Kenny Cadence. He reached out to me via Twitter in early 2020 and I could have never imagined then the bond we have developed now. We have worked on a couple of projects together, and we always have the best time doing it. If I need advice, or something good happened he is the first person I reach out to. I’m honoured to have him as a frequent collaborator and also friend. I think it is really helpful as a producer to have an artist to build together with.

How did you get your deal with Sony Music Publishing?

It was actually through Beatstars (the platform I use to sell my beats), as they have partnered up with Sony Music Publishing. It was an A&R from Beatstars who found my beats and offered me a chance to sign with them. Having Beatstars and Sony Music as my publisher was a no brainer to be honest.

What do you think will have changed about the role of a music producer, looking at it 10 years from now?

How do you feel about the current state of the loop/sample maker community?
Honestly, there are both good sides and bad sides in the sample maker community. There is always a fear of not being credited and people using your samples without you ever finding out. That among other things unfortunately leads to a lot of negativity in the community. But then the brightside is getting to work with so many talented producers and hearing them put their own spin to your samples. That is really inspiring!

Do you have a production routine or ritual?

I always like to start early in the morning, that’s when I feel I am the most creative. So no DMs or emails until the afternoon. That way I’m free to create without being distracted or being influenced by anything negative. When I’m producing i don’t stick to any routine, I like to mix it up.

If you could only use 3 plugins for the rest of your life, which ones would they and why?

Tough one! But I would have to say Guitar Rig 6 because I record a lot of guitar and this is my go to plugin for amps and effects.

Arturia’s Analog Lab because it has a lot of great sounds ranging from rhodes, pads and strings.

And finally Valhalla Supermassive since it’s my go to reverb plugin but you can also get some really sick atmospheric sound when playing around with it.

How important are data insights for your (strategic) decisions?

Very important! Data gives me the information I need to make good decisions on how to market my releases. It saved a lot of time having the data and insights from my previous releases when promoting my new songs. It gives me direction and allows me to learn the promotion side of things more with each Lost.mindd release.