Caroline Ravn Andersen acted as the moderator for Saturdays talk on the export of Danish music. She’s the author of a apport on exactly that topic that was released earlier this year. Andersen began the talk by insisting that it was not to be a political discussion. Instead, the three guests were encouraged to freely discuss their music export experiences.
Among the three guests was founder of OfficialMusic, Steffen Strojeck. He started out by saying that OfficialMusic has had great success using online marketing on online platforms such as YouTube. Using this method, they’ve managed to break into the Asian music charts. This type of music marketing was a popular topic of conversation throughout the discussion. It was clear to see that there exists many different ways of using online platforms to market music.
Co-founder of Stellar Music, Morten Winther, contributed with a different take on how to promote Danish music abroad. Winther shared a specific incident in Paris in which they managed to create awareness for their band Scarlet Pleasure. The band played an intimate concert at a gallery in Paris immediately before tickets for their European tour went on sale. This form of marketing was a great success, and Winther further explained that it can be a helpful way of getting an indication of how many tickets you’ll be able to sell in the area in question.
The final part of the knowledge exchange was about what sort of people skills are necessary in the export industry. To this end, Maria Borg, export manager at Discowax, explained that maintaining relations and networking is a central element of music export. Finally, Caroline Ravn Andersen thanked the guests and the audience for their time and interest.