Text by Nicolai Frich
In just one year, the Danish music group ROYA went from virtually no followers to 2.7 million across platforms. Behind the success are duo Line Gade and Sebastian Igens, who have used social media strategically, authentically, and uncompromisingly.
“It felt like it happened overnight, but in reality, there were six or seven years of hard work behind it,” says Sebastian. Before their breakthrough, the duo experimented with everything from wacky trends to the drummer pretending to ride an escalator at a gas station while drunk. It wasn’t until they returned to their core—making music for fun—that the algorithm truly took hold.
“We were fed up with making things that didn’t reflect what we actually did day to day. So we had a talk and decided to go back to what we started with.”
A piece of advice from the record labels was: Find your niche. But for ROYA, it became more about daring to be themselves.
“Our niche was actually that we made new music every day,” says Line. That created engagement and a strong bond with fans, which has since led to an international record deal and a sold-out European tour.
According to ROYA, social media success isn’t about cracking the algorithm—it’s impossible. But you can learn to work with it. For example, by setting a structure: “From 8 to 9 in the morning, we work on social media,” says Line. It’s also helpful to consider when your audience is most active online.
“You shouldn’t let it control your life. But you also won’t break through if you work against it,” Sebastian adds.
ROYA’s videos follow a consistent concept: they stand facing each other and build a song in real time, with clear back-and-forth and energy. This gives viewers a glimpse into the creation of the music.
ROYA points out that social media techniques are essential if you want people to actually watch your work. The hook, good lighting, and quick responses to comments are also keys to getting the algorithm on your side.
“You can’t have a long intro. People will just scroll past. It’s ruthless,” Line states. These techniques are important because they help capture and hold the audience’s attention in a digital world full of fast scrolling.
Last but not least, ROYA has built their own platform—on their own terms. And that gives them power. When it came time to sign the record deal, it was clear: ROYA’s brand and direction were already defined. And no one was going to change that. Not even the record labels.
Photo: Line Svindt
Tekst af Nicolai Frich
På bare ét år gik den danske musikgruppe ROYA fra stort set ingen følgere til 2,7 millioner på tværs af platforme. Bag succesen står duoen Line Gade og Sebastian Igens, som har brugt sociale medier strategisk, autentisk og kompromisløst.
“Det føltes som om, det skete over natten, men i virkeligheden var der seks-syv års hårdt arbejde forud.” fortæller Sebastian. Inden gennembruddet eksperimenterede duoen med alt fra skøre trends til trommeslageren, der i en brandert imiterede, at han stod på rulletrappe på en tankstation. Det var først, da de vendte tilbage til deres kerne, der var at lave musik for sjov, at algoritmen for alvor greb fat.
”Vi var fed up af at lave noget, der ikke var det, vi lavede i hverdagen. Så vi havde en snak om, at vi gik tilbage til det, vi startede med.”
Et råd fra pladeselskaberne lød: Find jeres niche. Men for ROYA blev det mere et spørgsmål om at turde være sig selv.
“Vores niche var faktisk, at vi lavede ny musik hver dag,” siger Line. Det skabte engagement og et stærkt fællesskab med fans, der indtil nu har indbragt dem en international pladekontrakt og en udsolgt Europaturné.
Ifølge ROYA handler SoMe-succes ikke om at regne algoritmen ud, for det er umuligt. Men man kan lære at spille med den. For eksempel ved at sætte en ramme: “Fra kl 8 til 9 om morgenen arbejder vi med sociale medier,” siger Line. Derudover kan man tænke over, hvornår en målgruppe er mest online.
“Man skal ikke lade det kontrollere ens liv. Men man slår heller ikke igennem, hvis man arbejder imod den.” Supplerer Sebastian.
ROYA’s videoer har et gennemgående koncept: De står over for hinanden og bygger en sang op i realtid, med tydelig ping pong og energi. Det giver seerne et blik ind i musikkens tilblivelse.
Der peger ROYA på SoMe-virkemidler som essentielle, hvis man vil have nogen til at se ens produktioner. Hooket, god lyssætning og hurtig respons på kommentarer er også nøgler til at få algoritmen med ombord.
“Man kan ikke have en lang intro. Så scroller folk videre. Det er ubarmhjertigt,” konstaterer Line. Virkemidler er vigtige, fordi de gør det muligt at fange og fastholde brugernes opmærksomhed i en digital hverdag præget af hurtige scrolls.
Sidst men ikke mindst har ROYA skabt deres egen platform, på deres egne præmisser. Og det giver magt. Da pladekontrakten skulle skrives under, stod det klart: ROYAs brand og retning var allerede defineret. Og det var der ingen, der skulle ændre på. Heller ikke pladeselskaberne.
Foto: Line Svindt
