Teddybears' Unexpected Rise in 2006

The Swedish band Teddybears, comprised of brothers Joakim and Klas Åhlund and Patrik Arve, experienced a remarkable year in 2006 with their songs “Cobrastyle” and the Iggy Pop collaboration “Punkrocker.” While the band never cracked the Billboard Hot 100, their music became incredibly pervasive through dozens of synchronization licenses – or “synchs” – in commercials, films, television shows, and video games.

The Power of Synchronization

Joakim Åhlund recalls the snowball effect of these synchs. “Once it happened once, it started happening more. In some cases I’m sure it was our manager or someone at our record or publishing company pulling strings to get our songs that attention, but I haven’t really done anything except make the actual music.”

From 'Jerk It Out' to 'Cobrastyle'

This success followed a similar pattern for the band Caesars (formerly Caesars Palace), also featuring Joakim Åhlund, whose song “Jerk It Out” was widely used in advertising for Coca Cola, Nivea, and iPod Shuffle. Åhlund notes, “Then, 25 years after it’s original release, Teddybears’ 2006 thing happened and we started hearing that song again, I was like ‘This is actually a really good song still.’”

Band History and 'Soft Machine'

Teddybears initially formed as a hardcore band in Stockholm in the early ‘90s, releasing their debut album in 1993. “Cobrastyle” originally appeared on their 2004 album, Fresh. In 2006, music from Fresh and 2000’s Rock ‘n’ Roll High School was compiled into Soft Machine, their first U.S. release.

Soft Machine included two new tracks alongside 12 older songs, including “Punkrocker” and “Cobrastyle.” The album’s release coincided with a cover of “Cobrastyle” by Robyn in 2007.

A 'Family Thing' with Robyn

“We’ve been good friends with Robyn for a long time,” says Åhlund. “Her cover was kind of a natural thing for her to do, because it’s kind of a family thing.” The combination of the Soft Machine release, the Robyn cover, and the widespread synchs propelled Teddybears into the U.S. market, leading to a tour and a performance at Coachella in 2007.

Maintaining Anonymity and the Iggy Pop Collaboration

Despite their international exposure, Teddybears maintained a unique identity by always performing and appearing in promotional materials while wearing giant teddy bear heads. “We didn’t want to be famous,” explains Åhlund. “And it was great, because even at peak Teddybears, I could still just ride the subway with my kids and nobody knew who I was.”

'Punkrocker' and a Chance Encounter

The collaboration with Iggy Pop on “Punkrocker” came about through industry connections. “Sooner or later, we found someone who knew someone who knew him, and we just got in touch,” Åhlund recounts. “We were like, shocked and of course overjoyed and surprised when he answered at all, and that he answered that he wanted to do it was crazy.”

Åhlund describes Pop as a “gentleman” during the recording in Miami and music video shoot in New York. He believes Pop’s voice was “perfect” for the song, bringing “soulful voice with these echoes of experience” to the track.

Looking Back and Future Projects

While a synch for a film happened by chance – the music supervisor simply discovered the song on Spotify – Åhlund and his bandmates still frequently collaborate in Stockholm, but have no immediate plans for a new Teddybears album. “I don’t feel like the world’s waiting for one, to be honest.”

Åhlund is currently touring with his band Les Big Byrd and also works as a free jazz musician and runs a record label. He and his brother Klas have also produced music for artists including Britney Spears, Madonna, The Weeknd, and Robyn.

Reflecting on their success, Åhlund is content. “We didn’t sound like anybody else or try to sound like anybody else, and to me it still sounds good today.” Despite the financial benefits, he maintains a modest lifestyle, living in an apartment in Stockholm and preferring to ride a bicycle.