New Black Fam is where we give a little extra love to the people who have helped and supported us over the years.
“Hip-hop is a living, breathing thing and it doesn’t get stuck in what it used to be, it keeps on moving and the new younger generation constantly re-writes its rules. It has no mercy on people my age who are not willing to see change, but that is also what I love about it.”
Few people have had more of an influence on the Swedish music scene than Patrik “Sleepy” Elofsson. Nowadays, many might know him as Petter’s tour DJ or as an A&R at Sony Music, but he’s also one of the true pioneers of Swedish hip-hop. He and his friends embraced the music, fashion and lifestyle back when there really wasn’t any local influence at all. Back when the US scene was a lot further away than checking your Instagram feed.
Patrik has been a friend of New Black for almost a decade now. We even witnessed him getting his first grey hairs!