Describing the idea behind the project Cirulis writes:
"I wanted a project where I could go anywhere I wanted creatively and have no boundaries as far as sound goes. We live in a time where the tribalism of genres no longer really exists. People rarely say they listen to one style in particular so I want my music to reflect that. Also, after years of being in a band with a boyband exterior I wanted to try on a bit more candor. Hence, SNOOW - as a nod to me being from Scandinavia."