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Sjowgren (pronounced show grin) is an indie pop trio from San Francisco, California. The band, whose members prefer to remain anonymous, formed a musical project that focuses on songwriting and production. Their journey began in early 2015 when Sjowgren uploaded a collection of self-recorded, guitar-based songs that were subsequently released as the Demos EP in June of that year. Shortly after, they unveiled their summery single Seventeen, featuring a fully-realized band arrangement. The song gained significant attention after being featured in a commercial for an online marketplace in early 2016. Seventeen garnered millions of streams and attracted the interest of New York City label 300 Entertainment, distributed by Atlantic Records. The label officially released the track for digital download in mid-2016. Sjowgren continued their musical endeavors with the single Now & Then, which achieved success on streaming charts in early 2017. In 2018, the band returned with two stand-alone tracks, Beginners and Better Off. They resurfaced in 2020, independently releasing the EP win'20. Although Sjowgren's name may evoke a Scandinavian influence and their sound could be reminiscent of Nordic pop, the trio's indie pop style incorporates a retro-soul edge, primarily characterized by the unaffected alto vocals of their lead vocalist. As a musical project, Sjowgren places a greater emphasis on creativity rather than pursuing widespread fame. They release their content through their own label, Long Time Friend Discount, and prefer to remain primarily behind the scenes, focusing on songwriting, production, and artistic direction. Read more on Last.fm. User-contributed text is available under the Creative Commons By-SA License; additional terms may apply.