The singer in a rock band sold his band to Snask at 04.30 at an afterparty for $3.000 with the condition that we could change the band name as well as their style of music. The day after the singer changed his mind but we had his signature in blood. But just to be fair we decided to start a record label (Snask Recordings) and sign them with the same conditions. We changed their name to Road and their style of music to 70’s psychedelic rockn’roll. We then contracted one of Sweden’s best producers, Johannes Berglund, who changed them into singing in Swedish. So we just translated the name to Swedish, which becomes VÄG (Road). No, we never had any thought that it is short for Vagina to the rest of the world.
We wanted to dig deep into a 70’s visual style and went all in on a classic flower power logotype. The logotype was developed into a psychedelic pattern/animation that was used for backdrops and screenings in live shows. Väg has now played gigs in France, Slovakia, UK, South Africa, Spain, Ireland, Germany, USA and Switzerland. Want to book them? Email email@example.com.
Cover photography by Axel Engström
Live concert photo credits to Design Indaba