Creator Talk is a series by Cora Music featuring interviews and conversations with creators about how they work, think, and stay creative behind the scenes.

When Johan, the creator behind Johans Mat moved from blogging to YouTube, it was about finding a new way to tell his story. What started as a food and beer blog grew into something bigger when he realized that video was the next step. Today, his channel brings viewers into his outdoor kitchen, where every video focuses on cooking and beer in a clear and consistent format.

What inspired you to start your channel?

The inspiration came from my food and beer blog, which I had been running for several years. I felt it was time to take the next step and develop my content further. Video gives you a completely different way to communicate compared to text and images. YouTube is also the world’s largest streaming platform, and more and more people are watching it on their TVs. That means you can reach people right in their living rooms, straight from the couch.

How do you keep your audience engaged and coming back?

For me, it’s all about consistency. My viewers know exactly what to expect; Food and beer in my outdoor kitchen. I stick to those two topics and don’t drift into unrelated content. It builds trust and recognition.

How important is music in your videos?

Music plays an important role as a complement to the story. I spend time finding the right track for each moment, but it’s just as important to know when to cut the music completely and let the natural sounds take over. Sometimes the best music is silence.

How do you choose the right music for your content?

It depends entirely on the moment. If I’m talking, I’ll use neutral, instrumental music in the background so it doesn’t distract. If I’m cooking without talking, I’ll let the music take more space and even choose tracks with vocals. The music should always reflect and amplify the mood of the scene.

What do you like most about Cora Music?

That I get access to a large library of professional music at a reasonable cost. Free music can be tempting, but you usually get what you pay for. With Cora Music, I can pick exactly the right tracks without compromising on quality and at the same time, the artists get paid.

Do you have a favorite track or artist from Cora Music?

For me it’s less about personal favorites and more about what fits the video. Sometimes I want to use a song I really love, but realize it doesn’t work with the scene. What matters is that the music is high-quality and supports the video, not that it’s by a famous artist. That’s why I don’t have a specific favorite , the value is in the variety.

What is one thing you’ve learned from growing a YouTube channel?

The biggest lesson is to stay focused on the theme. My audience expects food and beer, and by sticking to that I build recognition. Another lesson is that you don’t need Hollywood productions. What matters is that the content feels genuine and honest.

Who are your biggest inspirations?

I often get inspired by other creators, sometimes not even in food. I pay attention to editing, music choices, and camera angles. But if I had to name two channels: Guga Foods, for his consistent and unique food content, and Matgeek (Johan Hedberg), who inspired me to step in front of the camera myself.

Where can people follow you outside of YouTube?

I’m also on Instagram, under the same name: @johansmat. Unlike YouTube, where I stick to food and beer, I sometimes share more personal content there.