Grammy award winning Producer RedOne! At the age of 19, RedOne left Morocco for Sweden in order to pursue a music career. He chose the country because in his words, "There was so much good music coming from there," with three major inspirations being the bands ABBA, Europe and Roxette. Originally he pursued his musical ambitions by singing and playing the guitar in various local rock bands but 1995 saw a change in direction when he opted to move into production and songwriting for other artists. In 2010, RedOne established his own record label named 2101 Records as a joint venture with Universal Music Group International. Mohombi was the first artist to be signed to the label.