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Glocalisation – Great for local, bad for export or what? (Danish)

Radisson Blu Room 3 Get direction
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Around 2018-2019, there began to be slightly less room for new international artists in more and more markets. Local artists and songs started to gain larger market shares at the expense of foreign ones. The trend seems to have gained further momentum as a result of the pandemic. In 2022, the official UK Top 10 singles chart experienced a historic moment: For the first time in the chart's 50-year history, all positions were occupied by British artists. A similar trend is observed in Denmark, where Danish artists and Danish-language music dominate the charts. In their research paper from May 2023, ‘Glocalisation’ of Music Streaming within and across Europe, Will Page and Chris Dalla Riva demonstrate a significant increase in the proportion of local songs on the Top 10 charts in many European countries from 2017 to 2022. However, the analysis reveals that this local dominance significantly weakens when expanding the perspective to the Top 40 and Top 100. But how does Danish music fare abroad? When the Top 10 of many countries is so extensively dominated by local mainstream pop music, it inevitably becomes harder to launch new Danish mainstream artists in export markets, or what?

This panel focuses sharply on this issue. Does it make sense to continue focusing on foreign markets if you rank in the Top 10 in Denmark? What are the challenges and opportunities for exporting Danish mainstream artists in a world where markets are increasingly dominated by local repertoire?

Panel: Katja Sønderhauge, senior product & nordic export manager/Warner Music Nordics; Torben Ravn, label director/United Records; Thomas Børresen, founder, manager and agent/Labelmade Records & Management

 

This session is a part of the seminar Let's Talk Music Export.

The session will be in Danish.

Presented by Promus & SPOT+.

Omkring 2018-2019 begyndte der på flere og flere markeder at blive lidt mindre plads til nye internationale artister. Lokale artister og sange begyndte at vinde større markedsandele på bekostning af de udenlandske. Tendensen synes at have fået yderligere momentum som følge af pandemien. I 2022 oplevede den officielle engelske Top 10 singlehitliste således et historisk øjeblik: For første gang i listens 50-årige historie var alle pladser besat af engelske artister. En lignende tendens observeres i Danmark, hvor danske artister og dansksproget musik dominerer hitlisterne. I deres forskningspapir fra maj 2023, ‘Glocalisation’ of Music Streaming within and across Europe, påviser Will Page og Chris Dalla Riva en markant stigning i andelen af lokale sange på Top 10 hitlisterne i mange europæiske lande fra 2017 til 2022. Analysen afslører dog, at denne lokale dominans svækkes betydeligt, når man udvider perspektivet til Top 40 og Top 100. Men hvordan stiller det dansk musik i udlandet? Når mange landes Top 10 i så vidt et omfang domineres af lokal mainstream pop-musik, må det alt andet lige blive sværere at lancere nye danske mainstream-artister på eksportmarkederne eller hvad?

Dette panel stiller skarpt på denne problemstilling. Giver det mening fortsat at satse på udlandet, hvis man ligger på Top 10 i Danmark? Hvor er udfordringer og mulighederne for eksporten af danske mainstream-artister i en verden, hvor markederne i højere og højere grad domineres af det lokale repertoire?

Panel: Katja Sønderhauge, senior product & nordic export manager/Warner Music Nordics; Torben Ravn, label direktør/United Records; Thomas Børresen, stifter, manager og agent/Labelmade Records & Management

 

Denne session er en del af seminaret Let's Talk Music Export.

Sessionen vil foregå på dansk.

Præsenteret af Promus & SPOT+.

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