From London to Kaserntorget - The dream of a music store
The Patch with Bruce on bass, Philip on guitar, Roger on drums and Tony on vocals. Parts of the band have continued to play live even in recent years.
MUG - Musik Utan Gränser - is the music store for everyone. From beginners who want to know what a strap lock is to experienced musicians who need equipment for their next tour. Our vision is to inspire more people to play music. MUG started in 1973 as an independent family business and has since become a creative meeting place for artists and music enthusiasts.
It was when MUG's founder Bruce Emms played with his band The Patch in Gothenburg that the dream of a music business started. The Patch, with roots in London, had played in Gothenburg around the years 1967–1969, and then went back to England.
Back home in London, the band missed Gothenburg, the city's music scene and all the nice people. Bruce and guitarist Philip thought about what they could do to make a living there. They concluded that a really good music store was needed, one that would welcome everyone and where you could sit and test the instruments properly before buying them.
MUG - Musik Utan Gränser - is the music store for everyone. From beginners who want to know what a strap lock is to experienced musicians who need equipment for their next tour. Our vision is to inspire more people to play music. MUG started in 1973 as an independent family business and has since become a creative meeting place for artists and music enthusiasts.
It was when MUG's founder Bruce Emms played with his band The Patch in Gothenburg that the dream of a music business started. The Patch, with roots in London, had played in Gothenburg around the years 1967–1969, and then went back to England.
Back home in London, the band missed Gothenburg, the city's music scene and all the nice people. Bruce and guitarist Philip thought about what they could do to make a living there. They concluded that a really good music store was needed, one that would welcome everyone and where you could sit and test the instruments properly before buying them.
The Patch with Bruce on bass, Philip on guitar, Roger on drums and Tony on vocals. Parts of the band have continued to play live even in recent years.
"The best music store! One of the reasons why I work in music today is the welcome, encouragement and all the help I received when I came into your place as a young person." - Jonas Karlberg
The music stores the band visited in Sweden didn't even let them touch the instruments. Whereas in London they were used to being allowed to test and sometimes even borrow home and test, before buying.
The store first opened its doors on Haga Nygata. It was the 1970s and Gothenburg's music scene was flourishing. Led Zeppelin was to play at Ullevi and the band's guitarist Jimmy Page needed Ernie Ball strings. That's how MUG got its first customer.
Since the fall of 1977, our two-story store has been located on Kaserntorget in the middle of Gothenburg's old city center. The store is as much a music store as an institution or leisure park for young people of all ages. And even today, the people and the music are still the most important thing for us at MUG.
The music stores the band visited in Sweden didn't even let them touch the instruments. Whereas in London they were used to being allowed to test and sometimes even borrow home and test, before buying.
The store first opened its doors on Haga Nygata. It was the 1970s and Gothenburg's music scene was flourishing. Led Zeppelin was to play at the Scandinavium and the band's guitarist Jimmy Page needed Ernie Ball strings. That's how MUG got its first customer.
Since the fall of 1977, our two-story store has been located on Kaserntorget in the middle of Gothenburg's old city center. The shop is as much a music store as an institution or leisure park for young people of all ages. And even today, the people and the music are still the most important thing for us at MUG.
"This is hands down the best music store I've ever been to. Every time I visit Sweden (I'm from Arizona), I always make sure I spend some time here. The staff are absolutely wonderful and the selection of gear is incredible!" – Lela Amparo
Bruce, Trum-Stefan, Lasse and Manko at Errol's rock club on Magasinsgatan in Gothenburg. This evening, MUG organized, with the help of several famous artists, an auction gala for the benefit of vulnerable children in Romania.
Bruce and Lasse pose in front of the camera in the old shop on Kaserntorget.
Shop and meeting place - at MUG we like people and a pleasant atmosphere.
Bruce Emms and former partner Roger Evans.
The fitting room when the store was on the corner of Kaserntorget. Well attended by both young amateurs and famous artists. Maybe Plura came up with a new riff in here?
The guitar corner - everyone is welcome to sit and test play at MUG.
Our classic MUG sign is coming up.
Sweden plays a qualifying match at the classic rock pub Dojan – Nikke, Bernt, Lasse, Bruce, Totta and Bengt. The dojan had live music every evening and the stage has, among other things, guested by the E Street band.
Cool 80s guitars and Lasse.
Among our customers are private individuals, companies, artists, recording studios, clubs, concert venues, restaurants, schools, theaters, churches, leisure centers and student associations. It is important to us that our broad and diverse clientele should be able to take part in an equally wide and exciting range. The same applies to being able to offer our customers knowledgeable guidance and helpful service.
Everyone who works at MUG has all played in bands themselves , and has many years of experience with musical instruments on both sides of the counter. Whether you are going to perform on stage or in your living room, build a music hall in your school, a home studio in your basement or install a sound system in a club or restaurant - we will arrange what you need.
Welcome to MUG!
Among our customers are private individuals, companies, artists, recording studios, clubs, concert venues, restaurants, schools, theaters, churches, leisure centers and student associations. It is important to us that our broad and diverse clientele should be able to take part in an equally wide and exciting range. The same applies to being able to offer our customers knowledgeable guidance and helpful service.
Everyone who works at MUG has all played in bands themselves , and has many years of experience with musical instruments on both sides of the counter. Whether you are going to perform on stage or in your living room, build a music hall in your school, a home studio in your basement or install a sound system in a club or restaurant - we will arrange what you need.
Welcome to MUG!