DJ Soulswede (Ulf Norrman) – Music Journalist, Broadcaster & Founder of SoulInterviews.com

DJ Soulswede—often simply called Souly by artists, listeners and friends—is the professional name of Swedish music journalist, broadcaster, curator and founder of SoulInterviews.com, an internationally recognized platform dedicated to the voices, stories and creative journeys behind soul, R&B, funk and related genres.

Born and raised in Trelleborg, Sweden, DJ Soulswede has built a diverse professional background spanning the travel industry and real estate, but his lifelong passion and true creative mission has always been music. For decades, he has dedicated himself to documenting, sharing and celebrating the emotional power of soul music through radio, podcasts and in-depth artist conversations.

Although based in Sweden, he made an early decision to direct his musical work toward an international audience rather than focusing primarily on his domestic market. His vision has always been global, reaching listeners and artists across the United States, the United Kingdom, Europe and Japan. Today, he is widely respected within the international soul, funk and R&B communities for his deep musical knowledge, authenticity and commitment to preserving the heritage of the genre.

A Digital Pioneer in Soul Broadcasting

DJ Soulswede is widely regarded as a pioneer in digital soul broadcasting. In 2005, he launched Soul Podder, a podcast devoted entirely to soul music at a time when podcasting itself was still in its infancy. Widely believed to have been among the world’s very first podcasts dedicated exclusively to soul music, Soul Podder helped establish a new way of connecting passionate listeners with the music they loved, long before podcasting became mainstream.

Building on that early success, he founded SoulInterviews.com in 2008, creating a platform dedicated to exclusive artist interviews, features, reviews and stories celebrating the legacy and future of Soul, R&B, Funk and Black American Music. Over the years, the site has evolved into a respected international archive, preserving conversations with many of the most influential artists in contemporary music.

The journey has not been without challenges. Following a period during which the platform operated under the name Soulineffect.com, the project entered a temporary hiatus due to personal and financial setbacks, including the loss of his recording studio. Yet his commitment to the music never wavered. Driven by the same passion that launched Soul Podder, he returned to revive the original SoulInterviews.com brand under the fitting tagline: “The Sound of Emotions.”

Trusted by Legends – The Art of the Deep Interview

Within the international soul and R&B community, DJ Soulswede is recognized for his unique approach to artist interviews. Rather than chasing headlines, controversy or celebrity gossip, he focuses on the creative process, musical influences and personal stories that shape an artist’s work.

His ability to create a relaxed and respectful atmosphere has allowed many legendary performers to share experiences and reflections that are rarely explored in mainstream media. His interview style is built around genuine curiosity, careful listening and a deep understanding of the emotional connection between artists and their music.

Known for knowing when to ask the right question — and when to simply allow an artist the space to tell their story — DJ Soulswede has developed a reputation as an interviewer who values honesty, integrity and musical authenticity above all else.

His extensive interview archive includes conversations with some of the most important names in soul, funk, R&B, house and electronic music, including:

Soul & R&B Icons:
Chaka Khan, The Jacksons, Dionne Warwick, James Mtume, Charlie Wilson, Teena Marie, Freddie Jackson, James Ingram and Mint Condition.

Funk Legends:
Bootsy Collins, Larry Graham (Sly & The Family Stone), Steve Arrington (Slave) and other influential figures who helped define generations of groove-based music.

House & Electronic Music Pioneers:
Juan Atkins (“The Godfather of Techno”), Larry Heard (“The Godfather of Deep House”), Marshall Jefferson (“The Godfather of House Music”) and Miguel Migs.

A Lifelong Ambassador for Black American Music

Throughout his career, DJ Soulswede has been described by many within the international music community as a passionate ambassador for Black American Music. Already in the 1980s, he worked to introduce soul and related genres to wider European audiences, helping create greater recognition and appreciation for artists who deserved a stronger platform.

His dedication was never based on trends or commercial success, but on a genuine belief in the cultural importance and emotional depth of the music. This long-standing commitment has earned him respect among musicians, broadcasters and dedicated listeners around the world.

In the United Kingdom, he has developed a particularly strong reputation through his long-running association with Solar Radio, the respected British web and satellite station dedicated to soul, jazz, funk and related sounds. His carefully curated programs have attracted listeners seeking quality, emotion and musical discovery beyond mainstream playlists.

Current Projects & Where to Listen

Today, DJ Soulswede continues his mission of preserving musical history while introducing audiences to both legendary and emerging voices.

SoulInterviews Podcast
The extensive archive of artist conversations continues to reach a global audience through digital podcast platforms, including Spotify and Apple Podcasts.

Solar Radio
DJ Soulswede remains associated with the influential British soul broadcaster, continuing his contribution to the international soul radio community.

Den Lugna Stormen (Swedish name for The Quiet Storm)
His current podcast project explores the emotional side of soul music through carefully selected songs and artists, focusing on the power of the human voice, atmosphere and authentic musical expression.

Through SoulInterviews.com and his ongoing broadcasting work, DJ Soulswede continues to serve as a storyteller, archivist and passionate advocate for soul music—preserving its history while celebrating the artists who continue to give the genre its heartbeat.