Although Sweden is a small country, the Swedish music exports have been very successful for many years. This has resulted in a growing interest among students in Sweden to study music and not at least to study music production. Therefore, the aim of this presentation is to highlight and discuss our analyze of the motives that exist among young people who choose to study music in higher education and to compare such motives with perceptions among leading music professionals. Firstly, we have chose to study various formal and informal learning processes relevant to music production and secondly, we have focused on artistic aspects. The empirical data in this study consists of qualitative interviews with successful professionals and focus group interviews with students in higher education in music and music production. Learning theories as well as entrepreneurial theories were used to analyze the collected data. The results indicate some clear differences between what the students and the professionals value as most important. The term Sophia [wisdom] refers to ancient Greek knowledge typology and is used to summarize the theoretical framework of the project.