“You Have to Keep the Fire Alive”: How California Music Built Commercial Success on a Foundation of Passion

The best creative people tend to be in love with their craft. Industry greats will commonly refer to the link between success and sacrifice, wherein individuals pour their mind, body, and soul into the passion that defines them. 

That passion is a pure thing, but for some there’s always been a murky, compromised link between creativity and commercialism. Not so long ago, the idea of ‘selling out’ was a dirty term - as though money was like a germ infecting the sanctity of creative endeavours. But, as anyone who has met California Music founders Kristian Nord and Malte Hagemeister can attest, that is a totally false dichotomy. And it’s never been true. 

“Even Mozart made a living by playing for Kings and Queens”, laughs Malte. “Not that I want to compare us to Mozart! But it’s true that even the most amazing, influential creative people found that balance between their passion and prosperity”. 

He’s right. Whilst Wolfgang Amadeus Mozart made some pocket money through public concerts, the overwhelming majority of his income came from a mix of private tuition and wealthy patrons. In the modern era, some of the most beloved and celebrated musicians have a comparable relationship with brands. But, crucially, it is their personal passions through which artists express and explore their visions and build up authentic credibility. 

But for Malte and Kristian, it needn’t be that deep. Music is simply something that they need to do - an instinct that must be acted on. “My first love is making music, and having that outlet for what I want to express”, explains Kristian. “It’s a process where you realise your own creative vision”. 

Kristian’s first solo album, ‘The Rest Is A Gift’, is a perfect example of that. The record began life as a tribute to the musician’s late father, and the result is an album that delves into catharsis, peace, tragedy and hope. It’s a personal project, in every sense of the term - and one for which Kristian himself is grateful.

“I’m actually very thankful not to be in a position of a traditional recording artist where I need to sell a certain number of albums or hit a streaming target”, he says. “Our commercial work with California Music means that we can have total control and freedom over our personal projects outside of that. It’s a unique position to be in, and I’m grateful for it”. 

Currently, Malte is putting his own debut solo album together. Whilst the producer, composer, and guitarist has lent hit talent to plenty of records (not least including those by The Great Escape and String Theory, both via California Music), this is the first time he’s truly struck out on his own album. 

“The sound is growing and developing right now”, he tells LBB. “It’s an interesting process, because I’m actively cutting out anything which doesn’t resonate with me. I’m not interested in whatever’s stylish or in-fashion right now, it has to connect with me”. 

As Kristian has experienced with his own solo work, that’s a deeply valuable process for any creative person. “For twenty years [before making his own album], I had been doing a lot of composing for other artists, or for our brand, but never sitting down and listening to what I wanted to come out from within myself”, he says. “Speaking honestly, the results were surprising. Music has a wonderful habit of surprising you, of course”. 

Both Kristian and Malte have taken care to create conditions in which that level of creative spontaneity can flourish. They’re equally keen not to be dragged towards one genre or style, and seek to be as eclectic as possible when it comes to their influences. As Malte dryly puts it when asked about his personal taste, “I like good music, but I’ve never been able to get into bad music”.

Robot Rock? 

Part of the joy of all this creative introspection and exploration in their personal work is the effect it has on their commercial projects. The more the pair play, the more effective their work in advertising becomes. It’s a phenomenon that Kristian articulates well. “In the age of AI and formulated creativity, a lot of brands are eager to become more authentic and distinguishable in order to connect with their audiences”, he says. “Music is the perfect way to do that, so long as it comes from the heart and is made by people with genuine care and passion”. 

Valid as that point may be, both Kristian and Malte point out that they are far from AI naysayers, taking care to actively embrace the technology when relevant. That’s a slightly unfashionable view in a lot of creative circles, as both founders are aware. “We were just at a local composers gathering, and it’s striking just how negative the conversation around AI is right now”, notes Malte. “There’s fear, anxiety, even outright aggression. But we’re yet to see how it could possibly replace human musicians. People used to be worried that photography would make painting irrelevant… which didn’t quite happen! Like all technology, it’s a tool which is sometimes useful to us as creators, and sometimes not”. 

That attitude is typical for Malte and Kristian - in so many ways, it’s their curiosity that truly defines them. And it’s ultimately part of California Music’s DNA, too. 

After all, it’s no coincidence that the company’s team includes talented musicians like Meredi, Robin Grubert, Chandler Leighton, Andreas Weizel, and more. This eclectic mix of talented audiophiles earns a living through collaborating with brands, movies, and TV shows, but music is their passion as well as their business. And it always will be.