Prince Sverre Magnus of Norway has registered a film and photography business

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1. Translation by Google

   The palace has been tight-lipped about Prince Sverre Magnus’s plans for the future. Now TV 2 can report that he has started a sole proprietorship, Sverre Magnus Productions. – Very interesting, says TV 2’s royal expert.

   I imagine that he will have to find his own path, said Crown Prince Haakon when he agreed to a 50th anniversary interview with NRK in the summer of 2023.

   Now Prince Sverre Magnus (19) has grown up and has apparently found “his own path.”
   He has already moved away from home, and last year he lived in Trondheim for a few months.

   The palace has not wanted to say anything about what the prince did in Trondheim, and they have been tight-lipped about what his plans for the fall are. 

   However, they have said that he will spend this six months traveling . At the same time, he has taken on several official assignments for the royal family.

   Now TV 2 can reveal that the youngest member of the royal family also has his own plans;

   On May 8, a new sole proprietorship was registered under the prince’s name in the Børnøysund Registers.

   The company, Sverre Magnus Productions, is apparently engaged in film and photo production.

   – This is very interesting, says TV 2’s royal expert, Ole-Jørgen Schulsrud-Hansen.

   Although the Norwegian prince’s interest in film and photography may not be widely known, the royal expert can tell you that Prince Sverre Magnus has on some occasions acted as a photographer in photos published on the Royal House’s Instagram profile.

   When his mother, Crown Princess Mette-Marit, thanked for the greetings on the occasion of her 50th birthday in 2023, for example, it was the prince’s photos that were published.

   TV 2 has been in contact with the Palace’s communications manager, Guri Varpe.
   She confirms that Prince Sverre Magnus has started a sole proprietorship.

   – He will use the experience he gains from this to further develop his expertise in film and photography, and learn more about running a business, says Varpe. 

   Schulsrud-Hansen emphasizes that Sverre Magnus is not the first royal to do this; 

   – Prince Edward of Great Britain has done a bit of the same thing, he says.

   However, Prince Edward’s career as a television and film producer was marked by several major and minor scandals .

   The fact that a film crew from his production company invaded his nephew William’s private life in 2001 while he was studying at St. Andrews is said to have gone down badly with the rest of the royal family, and especially with Charles.

   In 2002, he retired from the production company, and has since focused on representing the royal family.

   Schulsrud-Hansen is somewhat surprised by the news about Sverre Magnus’ new business, for this reason:

   – This goes a bit against everything that has been communicated recently, about him having a clearer role in the royal family, he says.

   – We don’t know how large the scope will be for the prince, but this suggests that he should not be too involved in the work of the royal house, he adds.

   He also draws parallels to Princess Märtha Louise, who has run her own commercial business for several years and has also been frequently criticized for mixing roles.

    – Now, the prince’s new enterprise is something completely different from an Angel School, but as soon as you have an enterprise like this, you can question its impartiality and what influence it may have on the royal house, he says.

   Princess Märtha Louise relinquished her Royal Highness title in 2022 to be able to work independently.

   She has also entered into an agreement with the royal family not to use the title of princess commercially, an agreement she has been criticized for breaking on several occasions.

   Schulsrud-Hansen says it is reasonable to assume that the Crown Prince couple have made Sverre Magnus aware of what is possible and not possible in this case.

   – The prince is quite free in that he has not had an HRH title. He has never been a royal highness, but he has been a prince. The royal highness title makes you inextricably linked to the royal house. That is why Märtha gave up her HRH title, he says.

   – How do you think he will balance this work with his official role in the royal family?

   – It is currently difficult to say what this means. For example, whether it means that he has got a job that requires him to establish a company. Maybe he applied for the advertised position where the Palace was looking for a new content producer, he asks jokingly.

   – Only the court and the prince know, he adds.

   TV 2 has asked the Palace how this activity should be balanced with the prince’s role as a member of the royal house, and whether Prince Sverre Magnus has received any guidelines or advice from the royal house regarding commercial activities and use of the title in a business context.

   To this, the Palace’s communications manager, Guri Varpe, responds:

   – The Prince does not use the title in a commercial context.

   Prince Sverre Magnus’s company is registered with an address in one of the residential buildings at Skaugum Gård, which is not the main house of the Crown Prince family.

   Crown Prince Haakon rents out several homes at Skaugum, which he runs through his sole proprietorship, Skaugum Gård.

   The address for the prince’s new business is associated with one of the residences that has previously been mentioned as being rented out by the crown prince.

   – Does this mean that Prince Sverre Magnus may have moved into his own residence/apartment at Skaugum Gård?

   – Yes, it is reasonable to assume that he then disposes of one of the homes in the Skaugum area, says Schulsrud-Hansen.

   However, the Palace will not confirm this to TV 2.

   – We do not want to share information about residence, says Varpe in a brief comment.

2. In a post-Harry and Meghan Netflix deal era, this shouldn’t be surprising anymore. And I’m happy for him doing his own thing, and away from the chaotic entanglements that he has with his half-brother and mother if he’s going to travel for 6 months, and use that as material for his own content. He could use the space.

3. 

4. No education, no military service, but starting a company

5. It’s interesting that he started the company but doesn’t tell us much. For all we he’s going to be a wedding photographer

6. Good for him or w/e but should he not try studying film and photography first?

7. I mean, with everything that’s been going on in the Kingdom of Norway, that doesn’t sound like the wisest choice. Wouldn’t film/photography/business school be the natural first step? At age 19 and with no education or experience, his title and high profile seem to be the most appealing attributes of the enterprise, and this particular household already has a history of problems with such situations.

8. He should at least get a college degree in film. I know his high school specialisation was specifically with film and media similar to leah behn but high school education isn’t enough 

9. better than the other half brother

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