A new creative project from IQ is shining a light on the less glamorous side of alcohol. Through a campaign on Tiktok, young people are encouraged to share their most embarrassing drunk texts – with the aim of turning them into music. The result will be an EP featuring well-known Swedish artists like Lamix, Joel Gustavsson, Hanna Mel, and Lovis. The campaign challenges the romanticized portrayals of alcohol that are so common in popular culture.

The initiative is led by IQ, an organization that has long worked to help young people reflect on their alcohol use. IQ notes that today’s youth drink less than previous generations, but that alcohol-related norms still need to be questioned. By using music and social media as platforms, the campaign hopes to reach its audience in a way that feels both relevant and engaging.

Of course, sending in an embarrassing text can feel vulnerable. But the campaign is designed to make participation easier – people can choose to submit their messages publicly in the comments or privately through direct messages. Project lead Mojtaba Ghodsi emphasizes that the main goal is to get young people thinking – and maybe laughing – about things they might otherwise feel ashamed of.

The EP is expected to be released in June 2025 and is based on thousands of messages submitted by young people across Sweden. The artists themselves will decide which texts are turned into lyrics. Whether the original texters will be credited as co-creators is still unclear, but IQ has promised to keep in touch with those who contribute. This information comes from Läget, a site updated by journalism students at the Department of Journalism, Media and Communication (JMK), Stockholm University.

Find more from Läget (Sweden, April 2025)