“The school we wish we’d gone to”
In the small town of Tingsryd, a unique high school draws students from across the country – not just to become skilled musicians, but to grow as people. Since 2013, Holtab has partnered with the Academy X Music and Business (AMB), united by a belief in the power of young talent.
“We may come from different worlds – energy and music – but we share the same ambition: to give young people the tools to thrive, to think long-term, and to make a lasting contribution to society,” says Jakob Klingstedt, Principal of AMB.
The Academy X Music and Business (AMB) is far from an ordinary high school. In Tingsryd, students from across Sweden come together to study music, live on campus, and learn what it really takes to succeed – not only on stage and in the studio, but in life itself.
The school was founded in 2013 by songwriter Andreas Carlsson, visionary Magnus Lundin, and musician Daniel Hylse. Today, it continues to grow under a dedicated team carrying their strong vision forward.
“This is the school we wish we could have gone to at 15 or 16,” says Klingstedt, who has been leading AMB since 2017.
At first glance, it looks like an arts program with a focus on music. But what makes AMB truly different is its foundation in values, its entrepreneurial spirit, and its strong ties to the industry. Students dive into everything from songwriting and sound engineering to music law – while also following My Better Me, a three-year journey in personal growth designed to build confidence, self-awareness, and direction.
“The first year is about getting to know yourself. The second is about building skills. The third is about finding the courage to step out and connect with the world and the industry. It’s a journey on many levels – especially for those leaving home for the first time,” he explains.
Shared values
When AMB first opened its doors in 2013, Holtab was among the very first to step in and support the vision. In the early days, that meant helping with equipment and networks. Over the years, the partnership has grown stronger.
“Holtab has been a true part of our journey. They’ve been a sounding board in our values work, supported student performances, and contributed in many different ways. Having partners outside the school who see us from another perspective is incredibly valuable.”
Småland and community building
AMB’s location in Tingsryd is no coincidence. While it wasn’t the obvious choice at first, the founders realized that a small town could offer something big cities never could: safety and closeness.
“We have students from all over Sweden. Many of them say, ‘wow, it feels so good to be here.’ This is a place where they can be themselves – and grow at their own pace.”
For Holtab, with roots in the same Småland soil, the partnership is a way of contributing to a thriving community. And AMB is proof that something local can grow into something with national – and even international – significance.
“The collaboration with Holtab means a lot to us. We share the same values, think long-term, and put our hearts into what we do,” says Jakob Klingstedt.
About the Academy X Music and Business
- The Academy X Music and Business (AMB) is a national high school with a focus on music and entrepreneurship.
- Founded in 2013, it now has campuses in Tingsryd, Vara, and Kristianstad.
- Students follow the arts program with a specialization in music, combined with the values-based program My Better Me:
– Year 1: Self-awareness and confidence (Power year)
– Year 2: Goals and skills (Skills year)
– Year 3: Ready for the next step in life (Attraction year) - AMB has close ties to the music industry and regularly invites guest speakers and partners from both business and the creative sector.
About the partnership with Holtab
Holtab has been a partner to AMB since the very beginning. What started as practical support in setting up the school has grown into a long-term relationship built on shared values. The partnership is part of Holtab & Friends – an initiative aimed at contributing to a vibrant and sustainable society, both locally and beyond.
