Founded by some of the originators of CMJ and its long-running CMJ Marathon, Mondo.NYC is a music, technology and innovation-based festival that within its first couple years has quietly taken the place of both the CMJ Marathon and New Music Seminar’s New Music Nights Festival. Now, as you may recall, the third edition of Mondo.NYC took place last week and it found the global, emerging music, technology and innovation conference moving a few miles east across the East River to Williamsburg, Brooklyn with The Williamsburg Hotel,Rough Trade and Brooklyn Bowl hosting daytime conference-related events hosted by The Recording Industry Association of America (RIAA), Guild of Music Supervisors,Record Store Day, and others meant to connect fans, artists, music industry professionals, business pioneers and leading names in tech and music to network, trade ideas and learn in a rapidly changing industry landscape. Additionally, the panels, talks and other events were meant to inspire young people to take control of their careers — whether they were heading towards a technological-based career, behind the scenes in A&R, marketing, promotion, management and publicity or up in front as an artist.
Live music showcases took place across a handful of venues in the New York metropolitan area, including the aforementioned Brooklyn Bowl, Piano’s, Berlin, Arlene’s Grocery, Coney Island Baby, The Delancey, DROM, Hank’s Saloon, Niagara, N.O.R.D. and Jersey City’s White Eagle Hall that featured artists from the US, Switzerland, Sweden, Hungary, Canada, France and elsewhere performing music across a wide array of genres and styles.
One of the artists who played during the music festival portion was the Swedish adult contemporary pop artist ELINDA, the collaborative music project of the Ekerö, Sweden-born, Stockholm, Sweden-based singer/songwriter and dancer Linda Östergren Frithiof and her husband, multi-instrumentalist and producer Mikael Frihiof. Linda Östergren Frithiof can trace the origins of her performing career as a trained dancer, studying at the Lasse Kühler Dansskola School and the Ballet Academy, one of Scandinavia’s leading dance schools. While training as a dancer, it was discovered that Östergren Frithiof had a commanding voice and once she graduated dance school, she began performing at nightclubs, cabarets, vacation resorts, cruise ships and corporate events before landing gigs as a backup singer for a number of major Scandinavian artists including Magnus Uggla, Markoolio and E-Type, Shirley Clamp, Martin Stenmarck and Charlotte Perrelli, as well as Lutricia McNeal. She’s also sang vocal demos for Celine Dion, and collaborated with the likes of Leif Larsson and Anders Borgius for Swedish artists like Björn Skifs and David Hasselhoff. (Yes, David Hasselhoff.)
Adding to a rather diverse and eclectic career path, Östergren Frithiof has played Sally Bowles in the Stockholm-based production of Cabaret and Joanne in the Stockholm-based production of RENT before joining The Original Band — The Abba Tribute, which features a number of musicians who have played with ABBA either on their records or tours. Additionally, Östergren Frithiof, was involved in the casting, choreography and scripting for the show, which has toured across Sweden and has performed in China several times, including a televised audience of more than 100 million viewers for the Chinese New Year broadcast.
Östergren Frithof, has been building up a profile as a solo artist largely inspired by the sounds, vocal styles and stage shows of Celine Dion, Whitney Houston, Chaka Khan, Prince, Justin Timberlake,Beyonce, Alicia Keys, Ariana Grande and Bruno Mars. With her husband and collaborator Mikael, they formed a label Breaking Records and began writing and recording original material that draws from her own life, centered around her struggles and victories as an artist and mother of five. Interestingly, her MONDO.NYC set at Piano’s was her Stateside debut and I spoke to the up-and-coming Swedish adult contemporary pop artist and her husband at P.J. Clarke’s Lincoln Center location about her career to date, the MONDO.NYC Festival, her dance floor friendly, feminist anthem “Superwoman” and a lot more. Check it out.