Prince Sverre Magnus, the youngest member of Norway’s royal family, has officially launched his own film and photo production business. According to the Norwegian broadcaster NRK and TV 2, the 19-year-old royal has registered a sole proprietorship under the name Sverre Magnus Productions.
The Royal Palace (Slottet) confirmed the initiative through its communications chief, Guri Varpe.
“He will use the experience he gains from this to further develop his skills in film and photography, and to learn more about running a business,” Varpe stated.
Developing skills and gaining independence
While the palace has been discreet about Prince Sverre Magnus’s long-term plans, this step signals a clear personal direction. Last year, the prince spent several months living in Trondheim, though officials declined to comment on the purpose of his stay. In recent months, he has also taken on more public engagements for the royal household.
His interest in photography has occasionally been visible. For instance, when Crown Princess Mette-Marit thanked well-wishers for her 50th birthday in 2023, the images shared on the Royal House’s Instagram were taken by her son.
A tradition among European royals
Norwegian royal expert Ole-Jørgen Schulsrud-Hansen noted that Prince Sverre Magnus is not the first European royal to explore media production. Prince Edward of the United Kingdom previously pursued a career in television and film, although it faced challenges and criticisms, particularly regarding privacy concerns around other family members.
Schulsrud-Hansen remarked that starting a private business could raise questions about the balance between personal enterprise and royal duties. However, he also underlined that Sverre Magnus does not hold the style of “His Royal Highness” (HKH), which could allow more flexibility compared to other royals.
Operating without commercial use of his title
The palace clarified that the prince would not use his title for commercial purposes. The business address listed for Sverre Magnus Productions is located on Skaugum Gård, an estate owned by the Crown Prince, where several residential properties are leased out. This suggests the young royal may have moved into his own residence on the property, although the palace declined to confirm any details about his living arrangements.
As Prince Sverre Magnus steps into adulthood, his decision to start a production company highlights both a personal passion and a way to build professional experience, potentially setting the stage for how he will balance private interests with royal responsibilities in the years ahead.
