The live experience
What reaches the room
Its Alive emerged from Stockholm, Sweden in 1987, delivering a blend of rock and emerging pop sensibilities that would foreshadow the later success of its frontman, Martin White — who would become a defining force in pop music as Max Martin. Active through 1995, the band left a lasting mark on the late 80s/early 90s European music scene. If you’re seeking a slice of Swedish rock history, you’ve found the right page. We’ll guide you through their origins, notable releases, and the European tour footprint from 1994.