Kicking the Cubicle: Anna Cross, Swedish DJ

“Kicking the Cubicle” is a weekly interview series on The Blonde Abroad featuring women around the world sharing their inspiring pursuits of dream-worthy jobs, how they got where they are and what a day in their shoes looks like. This week, Swedish DJ, Anna Cross, 27, shares her story.

Anna Cross is one of Sweden’s most prolific female DJs. During the past five years she’s traveled the world on national and international tours, festivals and residencies.

She has been spinning at all of the best clubs in her native Stockholm (F12, Bernie’s, Suite, Wall and Spy Bar), as well as in London, Barcelona, Copenhagen, Oslo, Basel and Munich. Additionally, she’s been a resident DJ at The Yacht Week for the past four years and has played at their events in Croatia, The British Virgin Islands, Greece and Italy. Anna also DJs at all NIKE Sweden events and has done extensive collaborations with Carlsberg and, most recently, Philips.

I met Anna earlier this year while traveling in Stockholm and had the opportunity to see her spin both in Sweden and on The Yacht Week Croatia. As a woman that has translated her passion (and beats!) into a successful business, Anna Cross is exactly the sort of female entrepreneur I am excited to hear from.

Anna, it takes a lot of motivation, dedication and confidence to become a female, international DJ. Where did your journey as a DJ begin?

My journey began with a tragedy.

I had just enrolled at Stockholm School of Economics when my father passed away. It threw my world upside down and I started to re-evaluate my life and also for whom I was living it.

Meanwhile, battling with all these emotions and doubts to keep myself going, I started organizing all bigger parties at school with the student body and initiating a collaboration with Sweden’s biggest nightlife group as well as throwing private parties. This caught the attention of a club owner, who suggested I should start DJ-ing at his bar – an offer I couldn’t possibly reject!

I started out by forming a DJ duo with another girl and, since I never do anything half heartedly, we created a concept, shot promotional pictures, sent out press releases and invited all our friends. Things quickly snowballed from there – right away we got offers from other clubs, residencies, an agency and brand collaborations.

Photo Credit: Dino Soldin

Did you always want to work with music, or did you transition to music from another career path?

I always knew that I wanted to do something within the creative field, but not exactly what.

As a kid I loved drawing, acting and playing dress up. I danced in my free time growing up and even considered choosing it as a career, but I’ve always been business minded, especially when it comes to brand strategy and PR, which is why I ended up in business school.

For a really long time I wanted to work in fashion but it seemed too elitist. Music is playful and all about love and happiness, I love the idea of spreading that.

Now I feel like I can do it all! I handle the business side of building my brand, promoting myself and creating an image. At the same time, I get to perform, which is the perfect outlet for my love of music and dance.

After seeing you spin in person and recognizing how truly talented you are, there’s clearly a lot more to “being a DJ” than many people think. What does being a female DJ mean to you and how would you describe your style as a DJ?

Thank you! There really is so much more to it than “just playing tracks.” I am my own brand, product and one-woman company.

Being a female DJ means I’m one of few women, although that’s finally changing, in a typically male-dominated profession. I’m a tough cookie and a bit of a tomboy so I’ve never really had a problem with it. I made it work to my advantage. Being the “underdog” can be very fulfilling. In the early years, comments like “you’re actually really good” or “do you know how to connect everything?” or “wear something hot” weren’t unusual.

My style has evolved and still is. A DJ needs to be ahead of trends but also present and never forget about those classics or forgotten gems.

My motto is ”please the crowd without being a crowd pleaser.”

Photo Credit: Janek Magnusson

What is a typical day-in-the-life of Anna Cross?

There is no typical day in my life, which I absolutely love. If you’re a person who needs routines, this life is not for you.

I never know exactly what my next week has in store for me. My job includes a lot of traveling, clubs, bars, arenas and meetings with interesting people. Then there are days at home when I manage my bookings, go over my accounting, set up new meetings and meet family and friends.

It’s extremely important to keep in touch with your loved ones and I also highly prioritize a healthy lifestyle to have the energy to live like this. I never travel anywhere without my running shoes and live by the words “don’t train for vanity, train for sanity.”

Photo Credit: Angelica Boldreghini

The nightlife industry seems so glamorous and fun to many people but, at the end of the day, it’s also a business. What have you found most challenging about becoming a DJ and being a female in this industry?

Haha, there’s nothing glamorous about nightlife to me because I’ve been behind the scenes as a DJ, promoter and organizer.

The biggest challenge is that you always have to stay on top of your game. It’s highly competitive and people are always on the hunt for the next big thing.

Being female can be an advantage because it sets you apart, but it has also been a struggle. People in this industry sometimes see you as weak and try to diminish you, but I’ve never allowed myself to be a push over.

Photo: Janek Magnusson

On the flip side, what do you love most about what you do?

Making people dance! I love to dance. It’s my happy space. To get to share that with others is indescribable. Other than that, I’d say traveling and meeting new inspiring people as well as managing my own life and time.

Photo: Yulia Lindberg

What motivates you, and inspires you, to keep evolving as a DJ and to stay up to date with trends?

Other DJ’s and dance floors, of course, but also cities, people, fashion and social movements.

In general I never want to stop learning or evolving as a human being – to me that and love is the meaning of life. I’m looking forward to becoming a wise, witty, old woman with a kick ass taste in music!

What does success look like to you?

I’ve been thinking a lot about this lately and I really don’t like the word success. Why do we have to be successful? Isn’t it more important being happy and to feel satisfied?

The world would be a better place if people shifted their motivation from money to happiness, and realized that happiness doesn’t come from consumption – it comes from relationships and experiences.

I want to see the world, make friends all over it and keep evolving: emotionally, creatively and intellectually. Making the most of my time here on earth – that would make me feel fulfilled.

What advice would you give to other girls hoping to become a DJ?

GO FOR IT!

Sometimes it seems like that girls are a bit more hesitant when it comes to taking action. Guy’s just throw themselves in there, not thinking about consequences or if they’re good enough. We need to do the same. It’s ok to get a bit dirty or scuffs along the ride.

Also, stand up for yourself. You owe it to yourself! It’s a learning process, so don’t expect miracles right away or get discouraged if something doesn’t happen the way you planned it.

What are you working on now that you are particularly excited about?

Right now I’ve been performing more abroad, which is super exciting. I’ve also been meeting with some record labels and managers, hoping to take my brand to the next level and release my own tracks in a not too far away future.

Lastly, a few fun questions!

What did you want to be when you grew up?

At an early age a painter, then an actress, a dancer and finally a fashion designer. I don’t know what I was thinking applying for business school? Fortunately I found my way back to the artistic path!

What’s the #1 destination on your radar?

Right now, I’m dreaming about experiencing Carnival in Rio de Janeiro. I’m a girl who enjoys a good party!

Song that has you dancing:

That’s a really tough question to ask a DJ! This summer I listened to Love Sublime by Tensnake on repeat. His whole album ”Glow” is phenomenal.

Quote that keeps you smiling:

Screw it, let’s do it! – Sir Richard Branson

You can find more information on Anna Cross on her Facebook Fan Page and Instagram.