Hyperfixed — "Desperately Seeking Sjogren"

Podcast: Hyperfixed (Radiotopia)
Host: Alex Goldman
Air Date: February 12, 2026

Episode Overview

In this episode, host Alex Goldman investigates the mystery surrounding the indie band Sjogren, prompted by a listener’s struggle to reconnect with music in a meaningful way outside of Spotify. The quest quickly transforms into a search for the band's true identity as conspiracy theories swirl — are Sjogren actually an alter ego for another band, or even an AI-generated musical project? Through interviews, detective work, and community input, Alex peels back layers on the band’s anonymity, offering insights on the state of music discovery and fandom in the streaming age.

Key Discussion Points and Insights

1. Listener Miguel’s Dilemma: Music Disconnection in the Streaming Age

• Miguel’s Story (05:04): Miguel, a visual artist in the Netherlands, shares how streaming platforms like Spotify have shifted music from an immersive, emotional experience to "sonic decoration."
  • Quote: "It’s become just the role of music has shifted to almost like sonic decoration, you know?" — Miguel (05:38)
• Miguel quits Spotify: He decides to seek out music in a more intentional, physical way. But then hits a snag — he can’t find albums or much concrete information about a favorite band, Sjogren.
• The Mystery: No physical albums available. No live shows. Minimal online presence. Growing speculation that Sjogren may not exist at all, or might even be an AI project.

2. Are They Real? The AI Theory & Its Demise

• The AI Band Conspiracy (09:57-11:25):
  • The internet suspects Sjogren might be AI-generated, especially since "nobody actually knows who they are."
• Alex's Investigation (11:31): Alex quickly dismisses the AI theory, citing timeline impossibility — Sjogren was releasing music before AI-generated music was possible at that level.
  • Quote: "Sjogren started releasing music in 2015, and 11 years ago, that was not so much the case.” — Alex Goldman (11:31)

3. The Doppelganger Theory: Are Bad Bad Hats Secretly Sjogren?

• Bad Bad Hats Rumor (14:34): An Instagram Reel fuels rumors that Sjogren is actually Minnesota indie band Bad Bad Hats.
• Interview with Bad Bad Hats (16:27–24:53): Alex interviews Kerry Alexander and Chris from Bad Bad Hats.
  • They're playful about the rumors, even enjoying the confusion.
  • Quote: "I was innocently trying to find who this band is, and then I discovered that I'm the band. No one told me." — Kerry Alexander (21:12)
  • Publicly deny being Sjogren, but acknowledge similarities and their own curiosity about the band's true identity.
  • They play along for the fans' amusement ("We felt the need to be a little saucy… but certainly have only fueled the fire more…” — Kerry, 23:00)

4. Investigation Breakthrough: Tracking Sjogren via Music Licensing

• Behind the Scenes Work (24:59–29:42):
  • Having hit a dead end with traditional journalist approaches, Alex locates Sjogren’s music publisher (Cutcraft Music Group).
  • After a chain of contacts, he gets in touch with Sjogren.
  • Off-the-record Encounter: The first conversation is off the record, but proof is promised to attempt to satisfy Miguel’s need for closure.
  • Months of Persistence: The team checks in for five months before finally securing an on-the-record interview.

5. The Reveal: Meeting Sjogren at Last

• Sjogren Members Introduced (30:15):

  • Maya (vocalist, writer)
  • Don (guitarist, laptops, producer)
  • Sam (drums, keys, all-arounder)

• Origin Story (32:19–34:29):

  • All three met in high school in Fremont, CA. Each pursued separate musical paths after graduation, but regrouped in 2015.
  • Their breakout single "Seventeen" released on Spotify and blogs without any plan for a band image or live shows; blew up unexpectedly.
  • Anonymity and lack of live performances came by accident, not design.

• Career Choices and Philosophy (35:22–37:50):

  • Inspired by independent artists and the benefits of streaming, they deliberately avoided major label contracts, touring, or publicity.
  • Quote: "Choosing the DIY route, you can do more with less, I guess, is the idea." — Don (36:25)

• Why Stay Anonymous? (37:50–40:32):

  • Anonymity became inertia more than intent.
  • None are natural self-promoters—felt no compelling reason to reveal their faces.
  • Acknowledged the strange Reddit and AI rumors but aren't bothered.
  • Quote: "It evolved into something that I think we all kind of wish that we could, like, kill." — Don (37:50)
  • Sam: "We want to connect with fans more. We aren't quite sure how exactly yet, but we're figuring it out." (40:32)

6. Physical Media and Next Steps for Fans

• Miguel’s Original Quest Revisited (41:09–42:44):

  • Why no physical albums? They only want to release vinyl if it feels like a cohesive artistic statement, not just a compilation.
  • In the meantime, listeners can support through streaming, Bandcamp, and merch.
  • Miguel’s Response: He’s delighted, reassured that his connection isn’t with an algorithm but real people.

• Validation: Is that really them?

  • Song credits on Apple Music list their actual names.
  • They offer to meet Miguel in person in San Francisco and "play that music for you." (45:24)

7. Reflections on Streaming & Anonymity

• While Miguel initially blamed Spotify for a diminished music experience, Sjogren themselves credit streaming services for making their careers possible without touring, record deals, or even promotional photos.
  • Quote: "One of the most interesting things… was the extent to which they credited streamers and Spotify… for allowing them to have this untraditional music career." — Alex (44:46)

Notable Quotes & Memorable Moments

• On music’s lost intimacy:

  • "I used to really sink my teeth into albums... lately, the role of music has shifted to almost like sonic decoration." — Miguel (05:04–05:38)

• On the band’s ambiguity:

  • "They have this certain sound that's kind of like... hanging out in a friend's rooftop, or when you're on a road trip..." — Miguel (07:20)
  • "If I knew those feelings could be manufactured by an algorithm, it would rob them of their magic." — Alex Goldman (08:20)

• On conspiracy and playful denial:

  • "I can no longer sustain this web of lies. ...But no, we are not Sjogren." — Kerry Alexander, Bad Bad Hats (18:53)

• On accidental anonymity:

  • "It evolved into something that I think we all kind of wish that we could, like, kill." — Don (37:50)
  • "We're next to a wall. One of you is looking off to the left. …You have just called out literally every band photo ever taken." — Maya & Alex (38:39–38:46)
  • "Seeing that stuff, it's like when people think we're robots, it's like, well, how do we tell them we're not robots? But we're not going to talk to them very much." — Sam (40:32)

• On validation:

  • "You are welcome to come to the studio and we'll play that music for you." — Don (45:24)

Timestamps for Major Segments

• 05:04 — Miguel’s changing relationship with music and the rise of Spotify as sonic wallpaper
• 09:35–11:25 — Miguel’s suspicions about Sjogren, AI rumors, and what would constitute proof
• 14:34–24:53 — Deep-dive: Rumors about Bad Bad Hats, their public response, and quirky denials
• 29:42 — Publishing lead, first private contact with Sjogren (off the record)
• 30:15 — On-the-record introduction of Sjogren (Maya, Don, Sam)
• 32:19–34:29 — Sjogren's origin story and accidental virality
• 35:22–37:50 — Philosophy on career paths, industry pressures, and DIY ethos
• 37:50–40:45 — How anonymity happened (and why it’s stuck for so long)
• 41:09 — Discussion on physical releases and future plans
• 44:46–45:24 — Reflections: Streaming’s double-edged sword; invitation for proof
• 45:43–End — Miguel's relief, show credits, and closing thoughts

Episode Takeaways

• Mystery and myth can flourish easily online — especially when information is scarce and fandom is passionate.
• The democratization of music distribution has enabled new paths: Sjogren's career, with no live shows, press photos, or physical releases, could only exist in the streaming era.
• Meaningful listener connections can (and do) persist—even thrive—in the digital age, though they sometimes require extra effort and curiosity to maintain.
• Sometimes, the story behind the music is nearly as compelling as the music itself.