Joakim Lundell has three million followers on social media and, together with his wife Jonna, has won the prize for Sweden’s most powerful on social media, five years in a row. From the time he became known as Jockiboi after the TV series “The Kings of Tylsösand” in 2010, Joakim has been more or less public. Something that has not only been positive for him.
– You get to a point where your integrity is gone and when you get to that point, it’s just a hell of a long staircase down, says Joakim Lundell.
When things were at their worst with Joakim Lundell, the time as Jockiboi, he was homeless, abused, felt very bad mentally and was very self-disclosing in his social media. He believes that he takes responsibility for everything that happened, including bad decisions, and despite painful memories is grateful for his past.
– I wouldn’t have lived if it wasn’t for the character I created, he says.
“As a private person, I am very closed”
Joakim Lundell continued to build his personal brand on himself and his own life. He invited followers to all parts of his life, including when he spent several years building the family’s dream house.
– Today we have moved from Lundellhuset. We had such bad memories from there and we needed a break. You can’t be in that all the time, you go crazy, he says.
After taking a beating psychologically from his publicity, he chose to become more private and change direction in his career, today he works mainly as a television producer and film director.
– Today, what I create, my films and my series, is my brand. But as a private person, I am very closed, says Joakim Lundell.
Success as a director
As with everything else in his career, Joakim has achieved great success as a director and producer. Now he is very current with his second horror film “Canceled”, his first won the audience award at the Guldbaggegalan. Despite the success, Joakim Lundell finds it difficult to appreciate that he has achieved many of his goals.
– I am a perfectionist and my own biggest critic. In the weeks leading up to the premiere, I only think about what I could have done better, instead of enjoying the fact that “damn, I’ve made a really good film that’s going to be shown in theaters,” he says.