POC for an Uber for music production.

Artist, Publisher and Brand.

Copyright:

Beat the casino.

Today, an overwhelming amount of music is released on streaming platforms, making it incredibly difficult for artists to break through. STHWX is a concept designed to beat the odds—like taking on the casino, so to speak.

More than just an artist, it’s a business model.

STHWX is a brand for club music that brings together artists, producers, songwriters, beatmakers, event organizers, A&Rs, DJs, and designers under one unified platform. It serves as both a hub for curating high-quality material and an organization that ensures the music reaches a wider audience.

Beyond music, STHWX functions as an administrative platform, managing revenue streams, social media, marketing, negotiations, collaborations, web presence, design, licensing, accounting, and much more.

The concept idea.

STHWX is a brand that functions both as an artist and as a label/publishing house.

The goal is for the artist STHWX to grow stronger than its individual members while also serving as an anchor for artists within the artist STHWX. In practice, this means that when a track is released under STHWX, it might be labeled as “STHWX featuring Snodgrass and Robyn.”

In this example, Snodgrass is an artist and producer affiliated with STHWX, collaborating with an established singer like Robyn. STHWX owns the rights to the STHWX brand and serves as a platform for releasing music, discovering new talent, and bringing artists together for collaborations—thereby continuously generating content for the artist STHWX itself.

The vision is to become a highly efficient producer of remixes while also creating original material. To audiences and industry professionals alike, STHWX will stand as a strong, recognizable brand and a mark of quality for club music and EDM. This, in turn, makes STHWX an attractive label for producers and artists seeking high-level collaborations, ensuring that talent is both easily found and properly showcased.

STHWX operates like a collective, with members rotating in and out—or even remaining anonymous. The focus is not on individual contributors but on the brand as a whole. This element of mystery adds excitement for the audience, making it engaging to follow who is involved at any given time, while also generating compelling press material.

The brand, its assets, and overall creative direction are managed by an overhead organization that operates as an integral part of STHWX.

Business Areas.

ARTIST ¬

The core idea behind STHWX is to release and produce music under the STHWX name, where members can be skilled DJs and producers—or even remain anonymous.

LABEL / PUBLISHING ¬ 

STHWX also functions as a traditional record label and publishing house. Its strength lies in the ability to release music in collaboration with the artist STHWX, serving as an anchor to help emerging artists gain exposure.

TOUR ORGANIZER ¬

While STHWX can naturally embark on its own tours, it can also market other artists under banners like “Part of STHWX” or “Featured by STHWX”, exponentially increasing visibility and interest for those artists.

DJ AGENCY ¬

Similar to its approach to touring, STHWX can also establish a curated platform for DJ bookings, extending its reach within the club scene.

THINK TANK ¬

STHWX acts as a hub for expertise in club music, bringing together beatmakers, songwriters, sound designers, video producers, and more. It manages assets, revenue streams, rights administration, and payouts. Additional income can be generated through collaborations with developers of VST plugins, sample libraries, and DAWs.

EVENT ORGANIZER ¬

We create complete club concepts for venues. There is also potential in securing a dedicated venue, establishing a home base for house and club music in Stockholm—featuring guest performances from DJs worldwide, much like Ministry of Sound. This plays a crucial role in strengthening the artist brand and expanding its reach in an effective way. Such initiatives can be structured as various forms of joint ventures.

MERCHANDISE ¬

A collection of branded products, including hoodies, t-shirts, and more dssigned by artists and/or joint ventures with fashion houses.

The strength is the total package.

The power of the STHWX concept lies in its interconnected approach, where each element reinforces the brand on multiple levels. This significantly increases the ability to distribute content and maximize exposure.

Collaborations.

ADMINISTRATION ¬

Currently, there is an existing platform within Penny Advisor AB, covering accounting, web design, IT/system solutions, and branding. As a shareholder in STHWX AB, Penny Advisor handles administration and business development. This ensures 100% control over liquidity during the startup phase for the overhead organization.

REASON STUDIOS ¬

We aim to establish a collaboration with Reason, the Swedish-developed music production software. The vision is to build an IT infrastructure where everyone within STHWX works and creates music using Reason.

This would allow collaborators to work remotely while seamlessly transferring projects with all settings and sounds intact. Additionally, there are revenue opportunities through the creation of sound packs and loops that can be released within Reason.

SPONSORS ¬

Through event partnerships, STHWX can collaborate with brands and companies to expand reach and strengthen industry connections.

CREATIVE STUDIOS ¬

Creative Studios operates small studio spaces across multiple locations in Stockholm. A partnership with Creative Studios has been initiated to provide workspaces for affiliated producers, as well as to test and develop emerging talents in a controlled environment. Each studio is fully equipped to produce finished tracks using Reason.

STUREPLANSGRUPPEN ¬

A joint venture with Stureplansgruppen ensures possibilities to craft and manage an endless amount of events. There is also a plan for a national arena for EDM…

AMBASSADORS & INFLUENCERS ¬

Established artists and influencers can be organically connected to this project for various reasons, promoting STHWX without the need for financial incentives.

The national arena for EDM.

Discussions are underway with Stureplansgruppen to establish a dedicated space within one of their premier nightclubs under the STHWX brand. This collaboration would create a national arena for EDM, giving STHWX members an exclusive venue to DJ, perform, and connect with industry professionals.

By securing a home base in Stockholm’s nightlife, STHWX gains a strategic foothold in one of the most influential club scenes in the Nordics. The potential benefits include:

•Exclusive DJ slots for STHWX-affiliated artists and producers

•A recognizable flagship venue that strengthens the brand’s presence in the club industry

•A creative hub where DJs, producers, and artists can test new material in front of a live audience

•Networking opportunities with key industry figures, from label executives to event organizers

•Showcasing international talent, bringing global DJs into the STHWX ecosystem

•Merchandising & brand activation, offering a physical space to engage with fans and promote STHWX products

This collaboration would cement STHWX as a leading force in Swedish club culture, creating a nightlife powerhouse that blends music, branding, and exclusive experiences under one roof.

Phase 2: The app | Uber for music production.

STHWX is a prototype for a bigger vision. Our goal is to build a platform that empowers future musicians to run their collectives in the same way we operate STHWX.

We see a future where artists, producers, and DJs can connect, collaborate, and manage their careers through an “Uber for music production”—a decentralized, tech-driven ecosystem that gives creatives full control over their music, revenue, and collaborations.

But before we build the ultimate product, we need proof that the model works. That’s why STHWX exists. By running STHWX as a real-world experiment, we can:

•Validate the concept in a live environment, proving that a structured, artist-led collective can thrive

•Identify key functions and pain points that need to be built into the final platform

•Showcase a success story that will inspire musicians to adopt this new way of working

•Attract the right partners and investors who understand the power of a fully scalable music app

We’re not just launching a brand—we’re testing and refining a blueprint for the future of music management in a time where money is not the goal for musicians.