Joakim Lundell's 15 years in the public eye include most of it. Through the reality series "Kings of Tylösand" he became known as "Jockiboi" in the early 2010s and then began blogging and posting content on YouTube.
The content consisted of partying, public provocations, extreme pranks and disgusting challenges. All to create reactions and clicks.
In 2011, he met his future wife Jonna Lundell, then 17, at a market. To get her attention, he exposed her as a “slut” he had slept with on his blog. She responded by reporting him to the police.
Five years later, they married after a high-profile proposal at the industry gala Guldtuben. Joakim Lundell took his wife's last name, according to him as a symbolic step to break with his destructive past life.
Public prayer
The couple's joint YouTube channel had by then had its big breakthrough, and in the following years their popularity exploded – not least among children.
The channel “Familjen Lundell” (formerly “Jocke & Jonna”) mixes family life with entertainment and travel. It is one of Sweden’s largest and passed 1 billion views earlier this year. The couple consistently ranks among the country’s most powerful in social media in the Media Academy’s Power Barometer.
In 2017, Joakim Lundell released his autobiography "Monster," which describes a difficult childhood in foster care and a background of homelessness and drugs. Lundell, who was placed in foster care when he was eight years old, accuses his mother of severe psychological abuse in the book.
In TV4's documentary "Joakim - an abandoned child" from 2025, it is clear that he was described in the social services' records as an "abandoned child in such a way that none of his parents have the ability to take care of him". It also appears that the mother did not consider herself able to handle her son, who was described as acting out and anxious.
Word for word
The mother dismisses Lundell's allegations of psychological abuse as untrue. Her younger brother Christofer "Chrippa" Lundström - also an influencer - accuses Lundell of exaggerating for his own gain.
SVT's "Documents from the Inside" has examined Joakim Lundell's image of childhood. The first of three programs was released on Tuesday.
This will make people see this from a different perspective, Christofer Lundström tells Expressen about the program.
Born in 1985, raised in Vadstena, Östergötland.
Background: Became known as "Jockiboi" when he appeared in the scandalous soap opera "Kings of Tylösand" which aired in 2010. Married to Jonna Lundell since 2016. Appeared in "Sommar i P1" in 2019.
What: Youtube profile and influencer. Runs the Youtube account "Familjen Lundell" with his wife. This year became the first Swedish-language account to pass 1 billion views.
Has published two autobiographies ("Monster" and "You're Not Alone"), produced the horror films "Feed" and "Canceled" and released music with hundreds of millions of plays on Spotify. Has also appeared in several television series.
Selected awards: "Children's Award" as "Sweden's Funniest Person" at the Children's Cancer Gala 2016 and 2017, the Crystal for the viewers' favorite program for "Spökjakt" 2020, 2021, 2022, 2023, 2024 and 2025, the Crystal for the year's male program host for "Spökjakt" 2025, the Guldtuben for the year's shooting star 2015, the year's hidden camera 2016, the year's youtuber, the year's series, the year's video and the year's music clip 2017.
Lives in Norrköping.
