● Interview – Julius Production: New and traditional ways

Family companies celebrating anniversaries

Two of our valued VIP-Booking.com members reached milestone anniversaries in 2022. Julius Production in Sweden celebrated 50 years and Central Line Entertainment in Finland 30 years. We spoke to both company founders, Julius Malmström and Petri Ekman, and their children, Emelie Löfmark and Henri Ekman, about the experiences they’ve had so far and the plans they have for the future.

“New ways are not always the best. Old ways have worked for a reason but if you don’t try the new ways, how should you know?”

New and traditional ways

Since 1972 Julius Production has produced and promoted a huge variety of entertainment in Scandinavia. From music productions at arenas, tours of concert halls in the northern countries, musical and theatre productions - mainly at the theatre Nöjesteatern (which is a part of the same company group) to exhibitions in both Malmö and Stockholm. The newest part of the company group is the venue Amiralen in Malmö - a venue with lots of opportunities; exhibitions, dinner shows, concerts, stand up shows. Julius Malmström is the man behind the company and since 10 years he is working closely together with his daughter Emelie Löfmark to drive the company forward for (at least) another 50 years.

Q1

What were your ambitions when you first started the company and could you ever imagine you’d still be going today?

Julius: In the 60s, I was a pop singer in a local band and in 1965 we were the support act for The Rolling Stones in Malmö, Sweden. During my high-school years I worked for free at the musicians’ union’s artist agency. Thomas Johansson, Live Nation’s Chairman of International & Nordics, did the same in Stockholm. We both got to know each other and had a close collaboration for many years. In 1971-72 I opened the Olympen concert hall in the university city of Lund on behalf of the student organization. The students wanted me to develop this concert activity, which I appreciated but on the condition that I got to work with the assignment in my own newly started company. I could not for my life imagine that I would be able to work with music and theatre, and now also exhibitions, for more than 50 years. Now it is too late to retrieve my academic grade documents, which are probably kept safely in the University’s archives.

Julius Malmström and Emelie Löfmark Julius Production Owner / CEO

What have been the highlights so far? Q2

Julius: That is an impossible question. During these years, we have presented over 7800 events and arrangements, from classical music to heavy metal to musical theatre and now also exhibitions. In other words - Experiences.

The highlight for me is enjoying eavesdropping on the visitors when they leave the venue. That hopefully contributed to a positive experience. Well, maybe I should mention one specific highlight, the man called “World’s Funniest Entertainer” - Victor Borge. I had the pleasure of being his Scandinavian impresario for over 20 years.

Q3

How has the business changed over the past 50 years?

Julius: When I was 21 and an inexperienced promoter, the whole Rock’n’Roll circus was in its infancy. We were all happy amateurs. We were small companies. Not publicly listed companies. “The capital” was conspicuous by its absence. Today, it’s “capital that rules” and there is not much room for improvisations - for better or for worse. The good: Order and order, professional attitudes both behind and on stage. The bad: The industry is possibly less charming and with less crazy ideas.

Emelie: I very much agree with my father in his answer, but I have a slightly different take on it. Since I only have 15 years’ experience myself in the business, I can only look back in “the history books” and imagine the bigger changes. I agree that the music business has transformed more to be a business and an industry. But I do not necessarily think that it inhibits the creativity – creators will always find their way to perform. I think that keeping the business in order opens for new layers of creativity that might not have been possible earlier. At the same time, some creative expressions might disappear…but every era has its own pros and cons. Overall, changes are good and Julius is a perfect example and a great role model of how to adapt to new times.

What are your plans for the company in the future? Q4

Emelie: I want to continue developing the business with productions that me, my family, our colleagues and last but not least the audience, can enjoy in different ways. To do that, I want to find the perfect balance between running a business and working with creative, high-risk projects. I have my degree in Business and economics; strategy and control systems, which I think gives a certain colour to my work; I have a very strong picture of running a business with stabile and reliable finances so that we have the opportunity to make brave decisions and try new things when the opportunities arise. The financial results created in the company shall be reinvested in new positive experiences for new generations. Very much like Julius has done for over 50 years already.

What’s the best advice your father has given you over the years? Q5

Emelie: I’m very happy to be able to work so closely with my father and he has given me so much knowledge over the years. One of the best things he has done for me is to trust me and let me do things on my own, letting me make my own mistakes, but with him very close to sometimes stop the biggest mistakes. That has taught me that new ways are not always the best, that old ways have worked for a reason, but if you don’t try the new ways, how should you know! Working with my father has also taught me that you are not strong on your own, it is always preferable to have a good team of colleagues and a great network of partners in the business. And finally, maybe the most important lesson, is to always find ways to have fun at work. Everything cannot be fun and witty, but try to keep joy in the work life and you can go so much further.

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