Music is an international commodity in 2019. Norwegian artists can be exported to all corners of the world and create enormous value. But how can musicians here in the north fight for international attention? An industry festival can be the key to being seen, and Eurosonic Noorderslag is a door to Europe.
/ 17/01/2019 / Kristian DugstadMusic is an international commodity in 2019. Norwegian artists can be exported to all corners of the world and create enormous value. But how can musicians here in the north fight for international attention? An industry festival can be the key to being seen, and Eurosonic Noorderslag is a door to Europe.
Every January, the Eurosonic Noorderslag industry festival is held in Groningen, the Netherlands. Many of the most important players in Europe's music industry meet to choose what to book for clubs, tours and festivals in the coming year. Seven Norwegian artists will play at this year's festival, which kicks off today, Thursday 17 January.
– Eurosonic is one of the most important showcase arenas for the live music industry in Europe. It brings together several of the biggest the bookers for festivals, clubs and concert venues. No other showcase festival has succeeded in this to the same extent, says Karoline Røed Tønnesen, project manager at Music Norway.
Music Norway is run by the Ministry of Culture, and works, among other things, to facilitate Norwegian music exports. Music Norway has worked with Eurosonic for many years, and has been to the festival a number of times.
– The Norwegian music market alone is small. It is important that Norwegian artists and the industry look abroad to generate income in other markets. Eurosonic is one of the most important arenas to be present at.
For several Norwegian artists, Eurosonic has been a step towards an international breakthrough, says Tønnesen. Some of today's biggest Norwegian names have gained momentum following the festival.
– It is natural to highlight AURORA. In 2015 and 2016 she played at Eurosonic, and won an EBBA Award. She was the most booked artist after Eurosonic, two years in a row.
An important task for Music Norway is to ensure good Norwegian representation at international industry festivals. Eurosonic is represented at Music Norway's international delegate programs in Norway, such as Øya International in 2018, and is in continuous contact throughout the year to facilitate Norwegian artists and the industry at Eurosonic.
– We also have travel subsidies for artists and the industry to ease the financial burden.
Eurosonic attracts a number of delegates from all over Europe. In 2019, approximately 40 people from the Norwegian music industry will travel to the festival. One of these is Glenn Larsen from Indianer Management.
– It is a very important festival, similar to the other major industry festivals in Europe, such as Reeperbahn in Germany and The Great Escape in England. What is important to us is that we do not travel with a blank slate. We want there to be attention around our artist, even before we arrive.
This year, Indianer Management is traveling with Amanda Tenfjord. Larsen feels that there is generally a buzz around Norwegian artists at the moment.
– There are many from Norway who are doing well now. I have been to smaller industry festivals, and if there is (NO) behind a name, that may be the reason why someone stops by. Norway is an interesting country and Norwegian artists often stand out.
Punk band Ondt Blod from Kirkenes is one of the seven Norwegian artists playing at Eurosonic this year.
– We travel with an open mind. It's exciting to meet new people and it will be good to play for the industry that deals with touring, booking and live in Europe. We hope that can lead to something, says vocalist Aslak Heika Hætta Bjørn.
Ondt blod toured abroad for much of 2018, and has a Japan tour on the calendar for 2019. Karoline Røed Tønnesen at Music Norway emphasizes that being ready for foreign export is important if you are to benefit from the industry festivals.
– The artists who play must be export-ready, and already have a demand. At the big festivals, this is especially important. There are many to compete with, and you have to fight for attention.
The Norwegian artists playing at Eurosonic Noorderslag in 2019 are Ondt blod, girl in red, Fieh, Sibiir, Jimi Somewhere, Amanda Tenfjord and Ina Wroldsen.
In 2019, TONO will travel to Eurosonic for the very first time. Membership Manager Jan Espen Storo believes this will strengthen TONO's ability to manage music rights in an international market.
– It is important for TONO to be present where our members are. We must be a relevant organization and a resource. Therefore, we must constantly ensure that we keep up with the arenas where Norwegian music is traded.
Many Norwegian artists dream of breaking through internationally. Therefore, TONO, as a rights manager, must also ensure that it has up-to-date knowledge and experience.
– TONO must develop in step with the increasing export of Norwegian music abroad. We must meet the artists and their devices, where they are, in order to learn what strengths and challenges Norwegian music has. Only by having first-hand experience can we safeguard the interests of our members in the best possible way.