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Life & Work with Alex Berglund

Today we’d like to introduce you to Alex Berglund.

Hi Alex, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
I began taking violin lessons at the age of three, so have been playing an instrument ever since I can remember. I added trumpet to the mix a few years later and have been completely immersed in music ever since. Although I enjoyed performing and was grounded in the classical world, I was also fascinated by the idea of recording and producing pop and bringing elements of my classical background into a contemporary pop aesthetic. I majored in music composition at the University of Minnesota and began working as a staff composer at Minneapolis-based commercial music company Echoboys. Scoring commercials was great as it solidified my recording and production chops and gave me the opportunity to compose in a variety of styles and genres for clients ranging from Target to Trolli to Porsche.

In 2018, I launched my own music and sound design company Alex Berglund Music. In 2021 I moved to Los Angeles with the hopes of continuing my advertising and commercial work while also branching into film and TV scoring.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
It is challenging to monetize any of the arts, and especially difficult to enjoy a long-lasting carrier in the ever-changing landscape of the music industry, I feel like I lucked out by getting a staff composing job right out of college. A lot of the most difficult work of getting clients, especially without an established reputation and extensive portfolio, was taken care of for me. One of my recent challenges has been dealing with all of the logistical aspects of moving across the country while staying connected to existing clients and trying to connect with new-local clients, all during a global pandemic.

Thanks – so what else should our readers know about your work and what you’re currently focused on?
I am a composer specializing in creating original music for commercials, trailers and films. I am known for my ability to provide a depth of musical options that elevate the idea of every project that I work on. I am also a careful listener and translate creative direction and client feedback into musical scores that are full of life and hit the mark. Although I am well versed in many musical genres, I am most known for my orchestral, string and brass work. I play Violin, Viola and Cello (so am my own string quartet), as well as trumpet, mandolin and guitar. On any given day, I can go from composing/recording a classical quartet, to a brass-heavy broadway tune, to a dark techno anthem.

Is there a quality that you most attribute to your success?
One of the most important characteristics to my success has been my versatility. I can balance the creative demands of what I am working on with the timelines and budgets that I have to work with, all while managing client expectations along the way.

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Image Credits
Natalia Berglund

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