From 03:50 

Torkil Risan: It’s hard to measure that kind of thing, but Skam has to be Norway’s biggest tv show success. It was a small productio with low budget, had unknown actors and no traditional marketing. But the show would go on to break streaming records, set the agenda for public debate and take part in changing the language both in Norway and abroad. It would change the lives of many young people and entertain hordes of adults, and not only in Norway, no. There were people using their free time to translate the Norwegian episodes to a steadily growing international audience. Episodes were downloaded both illegally and, well only illegally really. But whatever. People all over the world were watching Skam. Skam has, up until this point, nine international adaptations, with Sram in Croatia as the latest one - it came out in October 2024. And all of this, that is the Norwegian original version, is created, written and directed by one person - Julie Andem. 

JA: It became very difficult after a while to film and keep the storylines secret, because we were recorded wherever we went. Especially the outdoor scenes. Like at Nissen there were suddenly hordes of fans from all over the world when we were supposed to film, so that made it a bit difficult.    

TR: And you can’t picture what it would become like when unknown 16 and 17 year olds get cast in a new show at NRK.

JA: Before these actors got their roles, at the last round of auditions, I had a talk with each one of them where I said: “I don’t know how big this show will become, it can become nothing, but it might become big. And if it becomes big and you become famous, you give away part of your freedom - the freedom to be anonymous to people. Today, when you’re on the bus, having a bad day, no one bothers you. But after you’ve become famous, people will walk up to you and want to talk to you and you can’t get away from that. When I call you next week and give you the role, if I do, I’ll ask if you’ve thought that over, and what you think of it - because you have to think that over now.” And I said that to each one of them before they got their parts. And then I think it was Josefine who said, we talked later about what I had said, that she thought “that lady is delusional. She’s making a small P3 show”. My talk went in one ear and out the other. 

JA: It’s hard to imagine things like this for people that haven’t experienced success like that, and what it demands of you afterwards. And the freedom you lose to be anonymous. It is a really difficult pressure and it can be challenging. We thought a lot about it throughout and one of the main reasons that we ended Skam when we did, was because of that pressure on the young actors.

TR: Is this an ongoing conversation with the cast? 

JA: I always think - there’s no one outside of it who understands what we experienced with Skam. So the best ones to talk to, always, about these things are the cast and the production team, who understand it and have the same feelings. 

TR: That Skam also changed the lives of those who created it, we’ve established. I am curious about how Julie Andem, who has no clue how big the show is going to become, created these characters?

JA: As I remember it, I did loads of research with the target group to understand what that group, girls in Norway aged 16, needed, what stories it needed. And I think my goal was to develop 10 characters who could fit into a universe about them. That’s where I started. And the plan was that all the characters would develop in a way that they could carry their own season. So all of them were developed as main characters. I created them before the seasons, before the storylines. 

TR: In September it’ll be ten years since Skam was released. It was released more like an event than a traditional tv show. Short clips could be dropped at any point during the week and people in the show posted on social media. It was Mari Magnus who was responsible for these digital updates. 

MM: All the characters, even if they don’t have open accounts on social media, have a bunch of email addresses. I have a box full of sim cards and burner phones. Everyone had a facebook account. They were private, but it was so that it would feel a little real if you searched “Isak Valtersen”.

TR: Someone else that became well known to the audience, was media professor Vilde Schanke Sundet. She saw the format as unique enough that she had to start doing research on Skam while it was still possible. 

VSS: I binged the entire first season one night. I remember laying in the cosy corner at home, watching on the ipad. I went to bed at 2:30 am and thought “now I understand what they are talking about”. I was interested in analysing it the same way researchers have been interested in analysing multimedia storytelling - how the story is built, how you make the different components, what it is NRK wants with this show, what it is trying to tell. And you become so drawn into the story that the ability to analyse goes a bit up and down through the different seasons. 

TR: What makes Skam different from other tv shows?

VSS: There’s both things that make it very different and things that are very similar. Because the dramatic curves are similar to other dramas we know of. It’s love triangles, good vs evil, the struggle to find yourself, all things similar to the high school/coming of age genre. And it’s well made, but that’s not what’s groundbreaking. The groundbreaking part is how the story is told. You're doing it real time, so if you’re following the blog it will appear very close. You never know when something is coming. It’s unpredictable, it drags people in. It’s based on the needs of the audience. They did loads of research when developing the show and it appears closer when the setting is a Norwegian high school than an American one. That makes it different and innovative. I think all the fans know they are fictional characters, but they feel much more real because we are not sitting down in front of the tv to watch, they are just there in your everyday life. It’s much more at the top of your mind than other things you watch and put behind you until the next episode is released. 

TR: The way Skam was created made it special. But that was not the most important part for Morten Hegseth. 

MH: The format has been given too much credit. It was a good format to post clips in that way, but the reason it was so good was that the content was amazing. It wasn’t the publishing strategy that made Skam an international phenomenon. 

(Skip to 13:26)

TR: Before they created Skam, the show creator Julie Andem and a few others made in depth interviews with young people in the target group. And the challenges Eva has in season 1, was pretty common with the group. 

JA: What is that life like? When you’re coming from secondary school, where you have a friend group and a familiar and safe environment and you’re thrown into a new universe. Everything is starting over and you have to find your place again. But she starts out as a girl who has become totally dependent on her boyfriend. She’s been thrown out of the friend group because of the choice she’s made to be together with her boyfriend, with Jonas, and that makes her dependent on him. 

TR: A successful way to independence is to become friends with a confident, stylish and cool new girl, like Noora. That, despite being good in Spanish, isn’t as crazy about russ as the other girls Eva start’s to hang out with - Jente-Chris, Vilde and Sana, who has concrete plans to fix a spot on a russebuss. And there you have our girl gang. Do you, the listener, think they are cool? Are they supposed to be cool?

JA: Socially, in school, they are not a cool group. That’s what the first storyline is about. The Pepsi Max gang are the cool, pretty girls and the other girls are not so cool. But I think they are very cool.

TR: What about the boys, aren’t they cooler?

JA: Yeah, they do at least have cooler references and masks. I’s more important to them to be cool. So they might be “cooler”.  

TR: To actress Lisa Teige, it was a bit like starting a new school - moving from Bergen and start working as an actor in Skam. How much of Eva is really in Lisa? 

LT: In the beginning I felt very different from Eva, because she went through very different things, I thought at that time. But things like finding friends in high school, I do identify with. I didn’t have that boyfriend drama, at least so early on. But looking back at it now, I would say I see myself in a lot of the things Skam talks about. I’ve also been in girl drama, had partner problems and the vulnerability in finding new friends. But back then, I felt the need to be like “No! I’m not going through the same things as Eva right now”. But really I did eventually go through those things. 

TR: And like Eva, Lisa did find some good friends on Nissens’s school yard. 

LT: I remember I noticed they were a few years older than me. I thought they were incredibly cool. That was my first thought “shit, these are cool people with experience”. It felt very cool to be part of that group. And I have so many good memories from the set with all the girls together. Especially because there’s a lot of humor surrounding the Vilde and Chris characters. They improvised many funny parts and we were laughing so hard on set. The dynamics of the group was really good. 

TR: But Bergen, where Lisa is from, and Oslo are two different cities and they have different accents. 

LT: Some things were difficult for me, as someone from Bergen. Like when I was supposed to say vors (pre-game) for the first time, which I had never said before and I don’t think I had ever been to one. And they said vors in the Oslo dialect and it was so difficult for me. I had to call mum and dad back home to ask how I was supposed to say the word. 

TR: Eva is also one of the characters who is making out the most in the show. And here both Lisa and actor Marlon Langeland, who plays Jonas, got thrown into the deep end from the start. 

LT: We had a workshop before filming, where we got to know each other and we played some games, as warm up. But to start kissing that person is something totally different. I remember dreading that quite a lot, because we were making out the first day of filming. 

LT: And that’s the kind of thing you dread a lot, but when you first get going it’s very mechanical in a way. You don’t think about what you’re really doing and it’s like “can you place your hand there”, “turn a bit that way” and “make the kiss a bit more intense, because it looks good on camera”. 

(skip to 27:19)

TR: Mari Magnus mentioned The penetrators, the coolest russebuss at Nissen. 

MM: Penetrators has a song, that’s on Spotify and I don’t know if it has been said before, it probably has, but *whispers* it’s Tarjei. 

TR: That’s rapping?

MM: Yes. 

TR: So the guy singing lines like “Penetrators cums on your face, the weather report says flooding, it’ll rain cum”, that Tarjei Sandvik Moe, who plays Isak. Tarjei went to Nissen himself during this time and managed to sneak in several references to actual things going on in the school. And to blur the lines between the fictional and reality was one of the show’s goals. To make the show as real as possible they had instagram accounts and could start chatting with each other on friday evenings. 

MM: It was a Friday evening and Julie was probably at work and we posted a photo on Jonas’ account, a Big Smalls reference, that he tagged Isak in. And we are logged into one account each, one on Isak’s, one on Jonas’. And we decided to have some fun in the comment section, hoping that maybe three people would see it, but that these three would have such a weird experience that they in school on Monday would say “You won’t believe what I say on instagram on Friday”. So Isak and Jonas drag Eva into it, but Eva is on a russebuss. And the audience is so cool, there are fans playing along and commenting things like “I saw you in the cafeteria today” “what did you get on your maths test?”. This is week two maybe, and those things we could do a bit more strategically at the start to get the engagement going.  

TR: It’s a bit slow in the beginning, but interest in Skam grows quite fast. So to chat as the characters on instagram becomes too difficult, there’s too many others taking part in the conversation. And some audience members were more engaged than others. One of them was Julian Dahl, who was very active in the comment section. Active enough to get mentioned in the show. 

TR: You’re living alongside these characters and sometimes that creates problems. Because Eva wants Jonas and Isak to go with her to the revy-party but they can’t. Why not?

Isak: We can’t

Jonas: Why not? 

Isak: The tickets to Kindred Fever. 

Jonas: I had totally forgotten that. 

TR: You’re excused if the name Kindred Fever doesn’t ring any bells. They had a mini hype right around the time when this was released and they happened to have a concert the same day as the revy-party. 

JA: The only reason we picked that concert was because it was Oslo that day. We just thought what band could they possibly be interested in that’s playing in Oslo that day?

TR: To make the right references is hard when you’re making a show. How do you know what 16 year old boys are saying, doing and would post? Sometimes Mari Magnus asked the actors to do it themselves. 

MM: In season one we sent Isak, Eva and Jonas out on the town with some phones and told them to make some content as if they were a friend group eating burgers in town. And they came home with loads of nice stuff we could post. 

(Skip to 33:40)

TR: I’m at your disposal - you can ask questions about the show and leave your thoughts and tips. There’s many easter eggs and symbolism in Skam that might be fun to dig deeper into if we come across it. There’s a messaging function on NRK radio. You could for example ask, like I asked Julie Andem, why is the show called Skam?

JA: We had loads of suggestions and we hung big sheets of paper at the auditions where they could write suggestions for the name of the show. And we got a lot of strange ones and Ingvild Marie Nyborg, who was on the team, came up with Skam and no one of us hated it, so that was the one. 

TR: Do you remember any of the ones you hated? 

JA: I remember “the 99:er gang”. 

TR: I’ve found some questions the fans are wondering by sneaking around in some of the many Skam online fan forums: Like, who in the Skam universe is Lisa Teige?