If you watched Swedish TV in the 2010s, chances are you remember him from the ads – selling double surf and flat rates with a smile. But on stage at Mix Megapol’s mini-festival Sensommarkväll, part of the Gothenburg Culture Festival (Göteborgs Kulturkalas), Newkid proved he’s far more than just a familiar face.
With heart, honesty, and effortless vocal control, he opened the night with style – leaving no doubt about his rightful place in Swedish pop.
From Commercials to Center Stage – Newkid Opens the Night with Soul
If you, like me, first got to know Newkid as that guy from the Comviq ads, you might’ve been a little shocked to discover that he’s not just funny in commercials – he can actually sing. Really well. The ads were more about flat rates, double surf, and cheeky one-liners than music careers, so realizing he was a proper recording artist was… let’s just say unexpected. But once he stepped onto the stage at Kungstorget in Gothenburg on August 30th, it was clear: the man behind the smile has serious talent.
Newkid – real name Alexander Ferrer – first broke onto the Swedish music scene in 2011, but reached a wider audience through Så mycket bättre in 2020. Since then, he's become one of Sweden’s most-streamed artists, known for his smooth blend of emotional pop and R&B with introspective lyrics and unmistakable vocal style.
Short but Sweet
As the opener of Mix Megapol’s Sensommarkväll, Newkid had limited time on stage – just a handful of songs – but he made them count. His performance was laid-back yet full of heart, setting the tone for a night that later featured Miriam Bryant and Magnus Uggla.
The crowd, already filling the square in the warm evening light, seemed pleasantly tuned in from the very first note.
Blink and You Miss It – Photographing the Night
From a photographer’s standpoint, this was a game of speed. With each artist performing only a few songs, we were only allowed to shoot the first one of every set – meaning just minutes in the pit to capture something worthwhile.
Things were especially intense between the first two acts, since there wasn’t enough time to squeeze through the audience and reposition before the next performance. Most of us stayed put near the side of the pit, where sightlines were… let’s say “creative.” It was a challenge, but also part of the fun: fast decisions, tricky lighting, and no second chances.
Late Summer Vibes, Right from the Start
Newkid may have opened the night, but his presence lingered long after his last note. There’s something magnetic about artists who can balance vulnerability with polish – and even in a short set, he proved he belongs on big stages.
So next time you catch a rerun of those Comviq ads, talking double surf or flat rates, remember this: the guy selling phone plans also happens to be selling out shows – and singing straight to the heart.
This show was shot with
Wider Shots
- Camera: Sony a7 III
- Lens: Tamron 28-75/f2.8
Close-Ups
- Camera: Sony a7R II
- Lens: Tamron 70-180/f2.8
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