Community Highlights: Meet Jens Lundberg of Blue Lemon Management

Today we’d like to introduce you to Jens Lundberg.

Hi Jens, so excited to have you with us today. What can you tell us about your story?
My story doesn’t start under the California palm trees; it starts behind a drum kit in Sweden. I’ve been an active drummer since 1988. Around the time I was playing in various bands, I realized my passion for music went beyond keeping the beat on stage, I wanted to help build the stage. I co-founded Tonbolaget HB in Gothenburg to run a recording studio, learning the business from the inside out through the eyes of a musician.
By 1998, I had relocated to Stockholm and launched the record label Blue Lemon International. But as the industry shifted, I saw that artists needed more than just a traditional label; they needed a fiercely loyal partner. In 2005, that vision evolved into Blue Lemon Management.
My philosophy has always been straightforward: protect the creator. In fact, our company slogan is “Power To The Artist!” I actually have it tattooed on my forearm as a permanent, daily reminder to stay true to my core values while navigating the predators in the music jungle. I focus on holistic brand development, advocating for artists to retain their masters, and bridging the gap between Scandinavia and the U.S.
The music industry is unpredictable, which actually inspired a book manuscript I’m writing called Allt brinner, men jag har marshmallows (Everything is burning, but I have marshmallows). It’s about keeping your composure and finding opportunity in the chaos.
Today, we represent an incredibly diverse roster, from rock legends like Mikkey Dee and Takida’s Robert Pettersson, to international projects like Death to Love featuring Niclas Engelin and Miljenko Matijevic, to cinematic film composers like my long-time client Glen Gabriel.
Getting to this point means running a business on two sides of the Atlantic. For two and a half years, Los Angeles was my first home, and it remains my creative engine. Beyond the industry momentum, I simply love the climate and never get tired of the California sun. With studio and office space at The Lot in West Hollywood, we are always where the action is. Whether I’m having drinks with rockstars at the Rainbow Bar & Grill, attending MUSEXPO, or just riding my bike to our office in Stockholm, the drive remains the same as it was in 1988. I started as a drummer, and in many ways, that’s what I still do, setting the tempo, holding the groove together, and making sure the artists I believe in are heard loud and clear on the global stage.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Far from it. If the music industry were a smooth road, I probably would have gotten bored and done something else by now. The truth is, this business is built on continuous disruption.
When I first started running a record label, the old business models were already falling apart. I quickly realized that traditional structures weren’t enough to protect creators anymore. I had to pivot and found Blue Lemon Management just to keep my artists from being eaten alive by bad deals in a completely new jungle.
Then there is the sheer physical and logistical struggle of transatlantic ambition. After living in LA, I went through a separation and made the non-negotiable decision to move back to Sweden to be close to my son. But because I was still competing for opportunities with people who lived in LA full-time, I knew I had to physically show up. For many years, industry folks in LA actually thought I still lived there simply because I traveled back and forth from Sweden so constantly. In 2019 alone, I made that transatlantic round-trip nine times. It is undeniably grueling. You are perpetually dealing with a nine-hour time difference, waking up in Sweden while LA is just closing out its day, or taking midnight calls because a sudden crisis broke out on the other side of the pond. That intense travel and constant state of high alert can easily burn you out if you don’t find a way to anchor yourself.
Those exact struggles are why I developed the Keystone Method™, a practical self-help framework that takes the survival tactics I’ve learned from decades in the music industry and applies them to everyday life. It is the foundation of my book manuscript, Allt brinner, men jag har marshmallows (Everything is on fire, but I have marshmallows). Over my entire career, I’ve had to accept that the fires are never going to stop starting. Tours will face unexpected nightmares, negotiations will stall, and crises will hit. Early on, the struggle was letting the panic set in and trying to put out every single fire. The turning point for me was realizing you can’t stop the world around you from burning, but you can choose to keep your composure, roast a marshmallow, and calmly figure out your next move.
I could go on and on, as it has been a long ride, bumpy at times, with all sorts of ups and downs, financial struggles, and making just about every mistake you can make along the way. But that is exactly why I feel so strong, calm, and confident today. We should embrace the struggle, learn, and grow from it. It is easier said than done, but it is possible, and it is ultimately what makes us grow, both as human beings and as professionals.

Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
At its core, Blue Lemon Management is an independent, creator-first management company. We specialize in holistic artist brand development, international market expansion, and bridging the gap between Scandinavia and the United States. While we work across multiple genres, we are particularly known for our heavy footprint in the rock world and the cinematic space, guiding everyone from arena rock legends to Hollywood film composers, or artists just starting out.
What sets us apart is our perspective and our loyalty. We don’t just cherry-pick the easy wins or chase fleeting trends. If we love an artist and believe in their vision, we go all in, regardless of their age, algorithmic metrics, or any of the other typical industry BS. Because I started my career behind a drum kit, I evaluate every deal, tour schedule, and contract through the eyes of the musician. We are known for fiercely advocating for creators to retain ownership of their master recordings and intellectual property.
To achieve that, I personally operate with a “keep cool and kill them with kindness” approach. The entertainment industry is notoriously full of bullies who use volume and attitude to push people around. I believe in intelligence over force, and well-chosen words over screaming. My goal is always to ensure my clients get what they want without unnecessarily burning bridges. But make no mistake: if a heavy hand is needed to protect an artist, I won’t hesitate for one second to bring it, and bring it hard. It’s just that by staying strategic and keeping my composure, I rarely have to.
Brand-wise, I am most proud of our longevity and our independence. We recently celebrated Blue Lemon Management’s 20th anniversary, and we reached that milestone without compromising our core values. I am also incredibly proud of the tight-knit infrastructure we’ve built. I have an amazing team handling our operations with passion and precision, which allows me to focus heavily on our international and transatlantic growth. We operate like a family, and our artists feel that.
What I want your readers to know about our brand is this: if you are looking for a traditional “yes-man” manager, we are the wrong company. But if you want a fiercely loyal partner who will go into the trenches with you, who will protect your art globally, and who knows how to roast a marshmallow while the rest of the industry is panicking about the latest fire, that is exactly who we are. We bring Scandinavian reliability to the Hollywood hustle, and we never stop fighting for the creators. Power To The Artist!

Before we go, is there anything else you can share with us?
If I could leave your readers, especially the creators out there, with one piece of advice, it would be this: never let anyone rush you into a bad deal by creating a false sense of panic. This industry is famous for making artists feel like if they don’t sign a contract right this second, their one big chance will disappear. It’s a trap. Take a breath, know your worth, and don’t be afraid to walk away from a table that isn’t serving you.
On a more personal note, I’ll say this: coming from Sweden, I grew up in a super-organized country with very high standards. Because of our long, dark winters, we can sometimes be a bit closed off as people, but we are known for being incredibly hardworking and trustworthy. I will never forget the first time I flew into LAX more than 30 years ago. Looking out at the sprawling city, I was hit with this overwhelming sense that absolutely anything is possible. It was an amazing feeling, and even now, three decades later, it has never left me. The US truly remains the land of opportunity, and Los Angeles is undeniably the creative hub of the world. I absolutely love what happens when those two cultures collide, bringing that grounded Swedish reliability into the boundless creative energy of LA. It really is the perfect mix, and I need my LA dose several times every year.
Beyond that, keep an eye out for what we have coming. As Blue Lemon Management officially celebrates its 21st anniversary, we are expanding our roster, launching the international rock project Death to Love, and preparing for the release of my book, Everything Is on Fire, But I Have Marshmallows. We are truly gearing up for our biggest chapter yet.
Los Angeles has given me so much over the last three decades. If you ever see me in a studio or grabbing a drink at the Rainbow, come say hello. We are always looking for the next great artist to build a stage for. I´d love to hear from you!

Contact Info:

• Website: http://www.bluelemonmanagement.com
• Instagram: https://www.instagram.com/bluelemonmanagement
• Facebook: https://www.facebook.com/bluelemonmanagement
• Other: jens@bluelemonmanagement.com

Image Credits
Sofia L Liljeholm
Jens Handell
Glen Gabriel
Leah Martin-Brown
Brian Vibberts
Mattias Ahlén