Iceland’s Artist-Export Strategy Fits Into a New Global Music Market – Billboard


Over the previous few years, we’ve been dwelling in a music enterprise wherein, it’s typically stated, hits can come from anyplace world wide. Typically, nevertheless, the hits we’re speaking about have musical and manufacturing parts of pop, hip-hop and R&B — solely with a twist or in one other language. That is nice. Except you need the world to sound a little bit weirder, wherein case it’s nonetheless nice however you would possibly surprise what else is on the market.

Because it occurs, there’s a rustic that usually appears to specialise in arty, off-kilter music — Iceland. Ever because the Sugarcubes emerged as what we used to name “school rock” darlings within the late Nineteen Eighties, the Nordic nation has exported greater than its share of adventurous music: Björk, who emerged from the Sugarcubes as a solo act; Sigur Rós; Gus Gus, and extra not too long ago Laufey and Daði Freyr. (I initially heard this as “Daddy Feyr,” which says one thing about how our musical world is shrinking — but it surely’s really his given title.)

The challenges of exporting acts from Iceland are vital: Few worldwide music corporations have places of work there, the language isn’t spoken a lot exterior the island, and there isn’t precisely a lot of a touring market in a rustic of 372,000 — far fewer individuals than noticed Taylor Swift in Los Angeles this yr. One of many necessary buyers within the music enterprise there’s really the federal government.

Final week, on the Iceland Airwaves competition and convention in Reykjavík, I bought some sense of how that works and noticed some a handful of Icelandic acts that would construct strong international careers. (The competition flew me to Reykjavík to average a panel, with no expectation that I’d cowl the occasion, and I didn’t plan to take action.) None of them sound like they’re chasing the subsequent streaming hit, which I discovered refreshing.

Since 2006, in truth, former Sugarcubes drummer Sigtryggur Baldursson has performed a major function within the worldwide advertising and marketing of Icelandic music — first as a part of Iceland Music Export, then since 2012 as managing director for its successor group, Iceland Music. The group coordinates grants and offers assist for acts “to assist individuals market music from right here on their very own phrases,” Baldursson says. “We assist labels and unbiased artists market their music higher, but additionally to create higher assist for it.”

The direct outcomes have been encouraging. However music has additionally helped model Iceland, drawing vacationers to a rustic with a significant tradition in addition to stunning landscapes and scorching springs. Björk is essentially the most well-known individual within the nation — by a kilometer.

Beginning in January, Iceland is amping up its efforts. Throughout the pandemic lockdown, the music enterprise created a coalition to foyer the federal government for assist, which ultimately resulted within the creation of a brand new workplace that may fold two smaller organizations into the present Iceland Music. As a part of that change, Baldursson will step down as CEO in favor of María Rut Reynisdóttir. “The institution of the brand new workplace,” Reynisdóttir says, “is a significant milestone for the Icelandic music scene.”

The entire Nordic international locations have “music export” organizations, and those in Finland and Norway are larger as a result of there’re much less non-public funding in music than in Denmark and Sweden. “Formally opening the music middle is a vital milestone for music and musicians on this nation,” says Lilja Dögg Alfreðsdóttir, Minister of Tradition and Enterprise Affairs. (Iceland, uniquely so far as I can inform, has one mixed ministry for each enterprise and tradition.) “The music middle can change into one of many cornerstones of music life and business.”

It’s onerous to think about this type of authorities funding in music within the U.S., the place it will rapidly change into a political clusterf—, with the disciples of Child Rock dealing with off towards these of Maren Morris. European international locations are additionally extra accustomed to public funding of the humanities, together with tv and excessive tradition establishments like opera. This isn’t essentially the most effective resolution general — the U.S. nonetheless drives popular culture. But it surely works for them. One purpose the U.S. drives popular culture is that it’s a large enough, wealthy sufficient nation that personal funding can repay.

That’s one purpose smaller international locations subsidize their tradition companies — so that they don’t get overwhelmed. France, famously, protects its movie enterprise, and plenty of international locations have radio airplay rules that reserve a sure period of time for native artists. Iceland even funds its e-book enterprise to stop local-language literature from being swamped by English authors.

That sort of considering places Iceland in an fascinating scenario. On one hand, a lot of the nation’s pop music isn’t in Icelandic — it limits the potential viewers. However a lot of it nonetheless has a sure spare sort of artiness — what’s Icelandic for je ne sais quoi? It’s typically pop however not poppy, arty however not inaccessible. It’s too various to be thought-about a definable fashion however a lot of it has a sure aesthetic.

Iceland Airwaves can be a music competition, so I used to be in a position to take a look at some artists as properly. Together with some acts from elsewhere, I loved the off-kilter pop of native star Briet, the haunting digital soundscapes of Kónguló, and, particularly, the furiously arty punk of Gróa, which jogged my memory of the Raincoats.

Realistically, their mixed potential to go viral appears fairly low, however that’s positive — Baldursson factors out that the majority Icelandic acts rely extra on taking part in dwell, anyway. These sorts of acts, Baldursson says, “they shoot from right here out into the stratosphere.”

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