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Midgård started as a shop back in –94. Our main idea was to give young Swedes an alternative to what the big record-shops had to offer them. With the huge difference that we wanted to offer our customers music from bands and artists which where – just as us – proud patriots who had a deep proud feeling for their country, culture and history. Totally in contrast to the big record-shops which was filled with records from bands that talked well about drugs, decadens and hated everything that was pure and wealthy.
The answer came direct; our shop was smashed a few nights after we opened. Not a single person was arrested or even heard for it. Maybe not the best start. But when looking back we realise that we came out of it stronger then before.
We changed to a more secure place and we hold the shop open for 6 straight years. 5 days a week, just as any normal shop. The nightly attacks against us – both from so-called patriots and reds – was many. The demonstrations as well. The media screamed about us. Sometimes it was even funny. One day we read that the shop was going to be closed for sure before December was over. All we could do was smile over the free advertisements that attracted new people who otherwise never would have even heard about us.
What finally forced us to close down the shop was the fact that our contract went out after 6 years and the owner of the house did – for natural reasons – not wanted to sign a new contract.
1998 we started our mail-order service so people around the world could buy their stuff from us. We wanted to offer the same or better service that the normal mainstream mail-order company could. No customers of us should need to accept anything else then top-notch service, just ‘cause they where patriots.
The same year we also started Midgård records and started to release our own records. We wanted to raise the standard on the freedom-rock. We wanted to reach more and new people with the music. We wanted to try out new styles of the music. Styles that never before existed in the genre. The records should have a large budget and a nice professional outfit. The response came fast and hard; this was exactly what the scene had waited for.
The years passed on and many fortune seekers have tried to copy our concept and our ideas. Many have come and gone. Midgård have stand the test of time.
We run a totally legal business in which we always keep ourself on the right side of the law in the ‘democratic’ Sweden that we live in. It might be a surprise for all the “we-know-better-then-you-people”. But all the many and long investigations against our products and us shows that its so. Our products always breathe more pride & love then hate & anger. But don’t be mistaken; they are more or less always strongly critical to today’s society and the regimes that rule it. Critical as well as positive to radical changes.
Midgård is the messenger of visions and dreams. But don’t forget that it’s a dark reality out there. A reality you can help us to change.
With you in the battle,
Per-Anders “Pajen” Johansson
Founder
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