Joakim Alexander Gunnar Lundell, née Berg, better known as Jockiboi (born 9 October 1985 in Vadstena) is a Swedish reality contestant, musician and author. He became known in Sweden after participating in the Kanal 5 reality series "Kungarna av Tylösand" in 2009. He started a blog where he openly wrote about his use of cocaine and other drugs all under pseudonym Jockiboi.He has won several Guldtuben awards for his work on YouTube and with his blog, in 2015 he won the "Star of the year" award, and in 2016 he won the "This years hidden camera" award at the same gala. In 2016 he was in a relationship with YouTube Jonna Lundell, and he proposed to her during the Guldtuben gala when he was about to go on stage to receive his award, they married the same year and he also took her last name. Ahead of the couples wedding a reality series called Jocke och Jonna i nöd och lust was broadcast both on TV3-Play and TV3 which showed the couple preparations for their wedding. In 2017 they appeared in their own reality series called Jocke och Jonna möter which was broadcast on Viafree.On 9 October 2017, Joakim Lundell published his biography book called "Monster" the book tells about his upbringing in fosterhomes and youth facilities. And also about his life on the streets as homeless and as a drug addict.In 2018, he released the music single "Hazardous" along with Lazee, which peaked at number 5 in the singles chart.