Music Finland UK

2012–2013 / REPORT “It seems to me that at the moment “It takes a lot to get noticed in a place “Through The Line of Best Fit’s continued like London where there is so much going on all obsession with Nordic music and our historical Finland has an awful lot to offer in music. the time. But I think with the LIFEM – The Finnish links with the likes of the Ja Ja Ja club night in Line concerts at Kings Place, the Ja Ja Ja London, we’ve always kept a very close eye on And it’s about time we need to go and find it, Festival at the Roundhouse and the Songlines the sounds coming out of Finland. In the last CD, Finnish music really did make an impact. It’s three years, the quality of emerging talent has explore it, share it with people – because it’s the quirky, surprising and adventurous quality been just incredible and we’re seeing some real- of Finnish music that stands out – alongside ly unique invention and envelope–pushing from just too good to hide!” the musical virtuosity.“ all of the bands on this special release.”

SIMON BROUGHTON / SONGLINES PAUL BRIDGEWATER / THE LINE OF BEST FIT, JOHN KENNEDY / XFM COMMENTING ON THE LINE–UP FOR MUSIC FINLAND’S OFFICIAL RECORD STORE DAY RELEASE 2013

“While Finland in the past might have “One of the best musical experiences held back a little from taking its scene to the of 2013 for me was going to Helsinki’s Kuudes world, their current united front means this is Aisti festival – an amazing site and brilliant “Having recently attended festivals in “Finland’s musical life is still a shining example changing. And there’s one factor working in music from all over the place. I’ve long been Tampere and Helsinki I can wholeheartedly to the rest of the world. Music helped create an their favour: the Helsinki scene is good a fan of Finland’s more extreme exports like say that the Finnish jazz scene is one of the independent Finland nearly a century ago and enough to speak for itself.” Mika Vainio, but it was great to see such diverse most vibrant in Europe. The fact that excellent the country has never forgotten that creating homegrown music coming out of the country young musicians such as Mikko Innanen, Olavi great music and getting as many people to ANGUS PETERSON / DJ MAG, IN THE MIX that doesn’t just sound like a power station Louhivouri and Aki Rissannen have recorded experience that process as possible will bring falling on your house.” fine work in their own right and also collaborat- countless benefits to society. The fact that ed with revered international stars reflects both Finland still offers its musicians serious support LUKE TURNER / THE QUIETUS the substantial quality and impact of impro- has lead to high standards and, in many cases, vised music in Finland.” achievements that would put the country in gold medal position if music were an Olympic KEVIN LE GENDRE / BBC RADIO 3, sport.” JAZZWISE MAGAZINE UK ANDREW MELLOR / FREELANCE JOURNALIST FOR GRAMOPHONE, THE GUARDIAN, NEW STATESMAN ETC. “No longer one of the best kept “The Finnish music scene just got very “Finland just can’t help itself. When the secrets in European culture – thanks to the exciting. Right across every genre, the Finnish music takes over, when it becomes something scene is a jewel in Europe’s crown and a secret to get lost in – it’s always more powerful, more amazing team at Music Finland – I have no they need to start sharing.” atmospheric than anything from elsewhere. The unique taste of Finland is about unselfcon- CHRIS HAWKINS sciousness taking over.” doubt that there’s something for everyone / BBC RADIO 6 KIERON TYLER / MOJO, THE ARTS DESK, ETC. within the ever–expanding depths of the Finnish music scene.”

AMIT SHARMA / METAL HAMMER

2 3 PROMOTIONAL ACTIVITIES

EVENTS The Great Escape ...... 10 LIFEM – The Finnish Line ...... 12 Ja Ja Ja – A Nordic Affair Club Night ...... 14 Ja Ja Ja Festival 16 WOMEX – World Music Expo 18 Record Store Day 20 International Live Music Conference 21 Liverpool Sound City 22 Echo Chamber ...... 23 Feel The Spirit ...... 24 Heineken Open Source Stage and the Death2Disco Club Night 25

MEDIA AND PROFESSIONAL VISITING PROGRAMME Festivals and Conferences ...... 26 Alexander Stubb’s Promotional Visit to London ...... 28

COMMUNICATION AND MARKETING Contents and Supporting Finnish Music through Music Finland’s Communication Channels . . . . 29

MEDIA COVERAGE Structure of the Introduction 32 Value of the Publicity Gained ...... 33 Media Reached ...... 34 UK Initiative Key Coverage 38

EXPORT COMPETENCE CONSULTANCY AND NETWORKS Workshops ...... 44 Lentoon! Mentoring Programme ...... 47

CASES Reckless Love ...... 48 Finnish Jazz at London Jazz Festival 2012 ...... 49 Flow Festival ...... 49 Jaakko Eino Kalevi ...... 50 Phantom ...... 51

EXPORT PROGRAMMES: NETWORKS AND PR, LIVE & EXPORT STRATEGY Background and Purpose ...... 53 Companies, Artists and Music Products in the UK Export Programmes 2012–2013 54

FOLLOWING UP ON THE UK INITIATIVE ...... 90

4 5 KEY RESULTS AND FIGURES OF THE MUSIC Music Finland UK FINLAND UK 2012–2013 INITIATIVE 2012–2013 • 73 Finnish artists, bands, songwriters, composers, or- • A qrowth with 8% in Finnish music exports to the UK chestras and music products were introduced to the between 2011 and 2012. The market value in 2013 UK market and subsequent years will be explored in future studies • 52 Finnish music companies from all sectors of the • Over 40 new contracts were signed by Finnish com- Increasing the Presence of music industry developed their businesses in the ter- panies involved in the UK initiative. These include for ritory through the export programmes instance recording, licensing, publishing, distribution, Finnish Music in the UK • 1349 hits for Finnish music across 429 different me- agency and PR/press deals dia outlets, including online, print, radio and TV. The • 118 British guests visited 14 Finnish music events during amount of hits increased with 69% between 2012 the two–year period. Of the 93 companies represent- and 2013 ed, 66 were music industry businesses and 27 media In 2012–2013, the United Kingdom was the focus Music Finland’s two–year UK initiative was fund- • Estimated total value of media coverage is £579,000 • Six UK specific workshops refined Finnish music profes- market for Finnish music. To that end, we creat- ed by the Finnish music industry, the Ministry of • The UK initiative’s live performances reached over sionals’ understanding of the field. Themes discussed: ed the Music Finland UK Initiative with the clear Employment and the Economy, the Ministry of 52,000 people in Great Britain UK music market, media, jazz field, contemporary objectives of increasing the export volume and Education and Culture, the Ministry for Foreign and classical field, legal issues, artist development • The Finnish companies that took part in the UK initi- exposure of Finnish music in the UK. Affairs of Finland, ESEK – The Finnish Performing ative significantly strengthened their networks. On Music Promotion Centre and LUSES – The Foun- average, each company gained 13 new business con- During the initiative, Music Finland focused on dation for the Promotion of Finnish Music. Music tacts in the UK. Music Finland gained approximately giving the Finnish music industry an extra push Finland worked closely with the Finnish Institute in 200 new key industry contacts in the UK in the UK by providing financial and promotional London and the Embassy of Finland in London in support, creating networking opportunities and realising this initiative. The cooperation resulted developing industry know–how. The aim was to in an efficient use of resources – an important create long–lasting connections and platforms aspect of the Team Finland network, which all that will continue to thrive in the years to come. three institutions are part of. The music industry is included in the strategy for Team Finland UK. An independent steering group of Finnish music industry representatives gave their input on the content With 73 Finnish artists, bands, orchestras, songwrit- of the UK initiative and selected the export programme recipients. The steering group included Virpi ers, composers and music products introduced to Immonen (Fullsteam Management Oy, previously Backstage Aliance), Matti Pentikäinen (artist Teeth, the UK market, 52 Finnish companies developing KEY OBJECTIVES OF THE MUSIC Signal Life Oy), Teemu Brunila (songwriter), Annamaija Saarela (Annamaija Music Company Ky), Pekka their businesses in the territory, and wide press FINLAND UK 2012–2013 INITIATIVE Lehti (Aito Records Oy), Reijo Kiilunen (Ondine Oy), Juha Ruusunen (Live Nation Finland Oy), Anssi coverage with more than 1300 hits for Finnish Nevalainen (Universal Music Oy), Juha Kyyrö (Fullsteam Agency/Management/Records/Publishing Oy), music in prominent British media, there is no doubt Tommi Tuomainen (Elements Music Oy) and Sami Häikiö (Music Finland Ry). In addition, Music Finland the initiative was a success. In this report, we’ll also received advice from key British music industry professionals. show you what was done and achieved and how • Increase the music export revenue from the UK the results will be followed up. • Diversify the music export field • Increase the visibility of Finnish music in British media The UK including Ireland is Finland’s third big- gest export territory, after the Nordic countries • Support the flow of export revenue from new export and German–speaking Europe, according to the sources Finnish Music Export Market Research 2011–2012. • Strengthen export know–how among Finnish music Eleven percent of total music exports were tar- industry professionals geted towards the UK in 2011–2012. During this • Develop and increase the Finnish music industry’s initiative, the Finnish industry gained a significant export resources, investments and external funding amount of new connections in the region and signed over 40 UK specific contracts.

6 7 Promotional Activities

8 9 Events

As part of the promotional activities of the UK initiative, Music Finland marketed

Finnish music at British showcase and industry Freeman PR was hired to do media, online and PHANTOM blog promotion. In addition, Music Finland did Brighthelm Centre, Thursday 16 May at 21.30 events and created event productions in direct marketing (e–flyer, newsletter, social me- Green Door Store, Saturday 18 May at 00.00 collaboration with local partners. dia) targeted towards industry representatives attending the festival. The Finnish bands were An estimated 900 visitors saw the Finnish artists featured in online media such as The Line of Best perform, a good number considering the fact that Fit and Can’t Hear My Eyes. most of the festival’s venues are small.

Eight Finnish companies attended the event: Create Spark was hired to promote the artists in GAEA Oy, Eastborder Promotion Oy, Kieku Music connection to their performances, arranging sever- Management Ay, Kustannusosakeyhtiö Selvät al interviews and filmed sessions for the artists. The Sävelet, Soliti Oy/Nick Triani, Steam Republic artists were featured in media including: The 405, THE GREAT ESCAPE Oy and Taiteilijoiden tili– ja lakiasiaintoimisto Bowlegs Music, Brighton Noise, Clash, Drowned in Oy. Music Finland allocated travel support and Sound and The Line of Best Fit. coordinated joint marketing for the companies. 2012–2013 Music Finland coordinated joint marketing for the The attending companies evaluated the event Finnish artists at the festival, targeted towards and Music Finland’s input with an overall grade music industry professionals at the event. This was of 3.32/5. done both via Music Finland’s own channels (mail- outs, press releases, web articles, social media), The Great Escape is Britain’s most important ZEBRA AND SNAKE (KAIKU STUDIOS) and by securing print and online advertisements in showcase festival and conference, held annually The Hope, Thursday 10 May at 12.15 2013 the Brighton Source, the city’s “What’s on” guide. in Brighton in May. Music Finland created com- Green Door Store, Thursday 10 May at 00.45 Five Finnish artists performed at prehensive showcase and marketing campaigns The Great Escape 16–18 May 2013. Five Finnish companies were present at the event: for Finnish music at the events in 2012 and 2013. Almost all of the performances had full audi- Fullsteam Management Oy, Mediaosuuskunta ences. French Film’s gig at the Blind Tiger drew BIG WAVE RIDERS (SOLITI) MusicActive, Soliti Oy, El Camino Helsinki Oy and 2012 the biggest audience of 250–300 people, with a Prince Albert, Thursday 16 May at 17.00 Popularista. Three Finnish artists performed at queue outside the venue up to 100 metres long. Festival Hub, Saturday 18 May at 21.15 The Great Escape 10–12 May 2012. The attending companies evaluated the event The partnership with The Great Escape includ- BLACK LIZARD (SOLITI) and Music Finland’s input with an overall grade BIG WAVE RIDERS (SOLITI) ed artist promotion on www.escapegreat.com Green Door Store, Thursday 16 May at 20.00 of 4.61/5. Prince Albert, Thursday 10 May at 12.15 (500,000 hits a month), a news item feature on the Sticky Mikes Frog Bar, Friday 11 May at 20.00 Finnish bands at The Great Escape and the Finnish HK119 (ONE LITTLE INDIAN) The project was supported by the Ministry of music industry pre–event as well as targeted pro- Brighthelm Centre, Saturday 18 May at 00.30 Employment and the Economy, the Ministry of FRENCH FILMS (GAEA RECORDS) motion across all of the festival’s social networks. Education and Culture, ESEK and LUSES. Blind Tiger, Friday 11 May at 19.45 HUSKY RESCUE (EL CAMINO HELSINKI) Komedia, Saturday 12 May at 14.30 Brighthelm Centre, Thursday 16 May at 00.30 Komedia Studio Bar, Saturday 18 May at 14.15

10 11 LIFEM

The Finnish Line CONTENTS OF THE 30 October–2 November 2013 MARKETING CAMPAIGN

The four–day event London International Festival PR WORK AND PARTNERSHIPS PRODUCTION of Exploratory Music (LIFEM) celebrated its fifth year in 2013 with LIFEM – The Finnish Line, a fes- • Articles pitched for Scan Magazine (distribut- • Session planning and programming with tival devoted to folk, jazz and world music. Held ed at major UK airports, over 50 connections be- Music Finland and Kings Place at Kings Place in London, the event presented tween UK and Europe) and Finn Guild Magazine • LIFEM 2013 website production in collaboration seven live performances by Alamaailman Vasarat, (Värttinä on the cover of the magazine, distributed with Kings Place Iiro Rantala, Jimi Tenor, Maria Kalaniemi & Timo to 2000 engaged Finns living in the UK/Finland) • Google tracking for ticket sales Alakotila, Pekko Käppi, Tsuumi Sound System • Partnership deals and physical advertising and Värttinä. • Video interview production in collaboration with Music Finland: three video interviews made in summer DIGITAL ADVERTISING Two Finnish documentary films were also included 2013 and used in the promotion of the festival. The in the programme: “Soundbreaker”, an 86–minute • Setting up digital advertising with AdWords and featured artists were Iiro Rantala, Kimmo Pohjonen music documentary about accordionist Kimmo their careers online and how to engage in online DoubleClick and Tsuumi Sound System. The videos were filmed by Sami Sänpäkkilä in Helsinki, and edited by Kings Pohjonen, and “Sähkö: The Movie”, which docu- platforms. • Banner asset production and copywriting. Banners Place and Dan Ruttley in London ments Finnish techno label Sähkö Recordings in featured on Finn Guild, The Wire, Songlines and its mid–‘90s prime. Promotional activities by Kings Place included Resonance FM websites press releases, newsletters, features in their mag- DIGITAL COACHING Music Finland was the main partner for LIFEM azine, podcast production, video editing, festival SOCIAL MEDIA • Merging Jimi Tenor’s unofficial Facebook pages gener- 2013 – The Finnish Line, a festival led by Miguel visuals, production and distribution of flyers and ating additional 4400 likes, and doing the same with Santos (Red Orange Arts Agency). The event was large outdoor signage. • LIFEM 2013 ticket sales launch coordination with Iiro Rantala’s unofficial Facebook page generating also supported by Kings Place, the Finnish Music artists and managers an additional 1800 likes for him. Foundation and the Embassy of Finland in London, Edition PR was hired to do PR work for the Finnish • Coordinating the production and distribution of a • 10 times more British people discussed Alamaailman which hosted a music industry and media recep- artists and the festival, achieving significant press free downloadable EP, featuring songs by all the fes- Vasarat on Facebook at the end of the campaign, tion at the Ambassador’s Residency on the opening coverage. Värttinä was selected as “critics’ choice” tival artists day of the festival. Media partners were Resonance in TimeOut, Alamaailman Vasarat received a compared to the start of the promotion • Playlist production: playlists curated by the Finnish 104.4FM and Songlines magazine, who released five–star review in London art–scene guide One • Rantala reached 38 times more English speaking artists were used as social media content an exclusive Music Finland CD compilation called Stop Arts, Pekko Käppi’s new album was reviewed Facebook users each week at the end of the campaign, “Arctic Paradise” with their October issue, featur- in fRoots while the festival itself got plenty of • Promoting the podcast made by Kings Place, featuring than before the promotion Jimi Tenor and Iiro Rantala ing LIFEM artists and other contemporary world preview texts in media such as The Independent • Over 600 users visited Värttinä’s festival info site on music acts. Radar, The Guardian Guide, The Londonist and www.lifem.org.uk London Calling. • A total of over 7100 views/listens for the online content A total of 941 tickets were sold to the festival. produced specifically for LIFEM – The Finnish Line Music Finland also actively promoted the event in The festival itself was preceded by a systemat- its own channels, producing three videos and 10 ic and extensive marketing campaign between written news pieces for the Music Finland website June–November 2013. Nikke Österback (Saari and social media. Ltd) was contracted to market the event for Music The project was supported by the Ministry of Education and Finland. Österback also provided guidance to the The LIFEM – The Finnish Line videos are available Culture, ESEK, LUSES and the Embassy of Finland in London. artists regarding digital work, how to develop at www.youtube.com/MusicFinlandVideo

12 13 JA JA JA – A NORDIC AFFAIR

Club Night 2012–2013

THE FOLLOWING COMPANIES AND ORGANISATIONS ATTENDED THE JA JA JA CLUBS IN 2013

RECORD LABELS PROMOTERS

14th Floor Records, Atlantic Records, Beggars, ATP – All Tomorow’s Parties, Eat Your Own Ears, Decca Records, Domino Recording Company, Kilimanjaro, Latitude/Festival Republic, Live FatCat Records, Fierce Panda Records, Infectious Nation UK, Mama & Company London’s premier Nordic club night Ja Ja Ja intro- 2013 Records, Island Records, Lex Records, Moshi Moshi, duces emerging talent from the Nordic countries Francine Gorman (The Line of Best Fit, PIAS, PMR, Proper Records, R&S Records, Something OTHERS every spring and autumn in a monthly club night VEVO, later NOMEX), Ed Poston (BMI, later In Construction, XL Records, Weekender Records, arranged at The Lexington in London by Nordic Glassnote), Peter Jarrett (Record of the Day) Virgin EMI Absolute Marketing, Agency X Artist Management, Music Export Programme (NOMEX) and The Line and Matty Hall (White Heat/White Light, The Arts Admin, BMI, Bucks Music, Budd Management, of Best Fit. Three Nordic artists play at every club. Lexington). Cheap Monday, Create Spark, Dog Day Press, AGENTS Death Hums, Eagle–i Music, Electric, Karamel Music During 2012–2013, 11 Finnish artists were includ- Music Finland supported the Finnish artists by 13 Artists, CODA, ITB, Leighton Pope Org, Primary, Collective, Lanvin/Kitsunée, LiveMusicStage.com, ed in the Nordic line–up: Mirel Wagner, Manna, providing PR support in connection with the per- Schoneberg MDX, MMF, Music Ally, Music Export Denmark, Sansa, Phantom, The New Tigers, Sin Cos Tan, formance, inviting relevant industry and media Music Norway, NOMEX, Nordic Bakery, Nordic Burning Hearts, Delay Trees, Shine 2009, Satellite contacts to see the shows, and by marketing the Film Festival, Norwegian Embassy, NTB, P&P MEDIA Stories and Jaakko Eino Kalevi. gig on Music Finland’s website and social media. Songs, Passé Promo, Perfect Songs, Polaroid Alfitude, Arts Desk, BBC 6 Music, BBC Radio 3, Management, Projekta, PRS, Quite Great, Red Bull, Music Finland coordinated the Finnish artists’ Four out of six club nights were sold out in 2012, Clash Magazine, CMU, Crack Magazine, Dots and Roundhouse, Snowball Music, Something Nothing, applications to play the club. The bands were while all shows in 2013 were sold out. The majority Dashes, Drowned in Sound, GAFFA, InterSection Spy College, The Finnish Embassy, The Finnish selected by the Ja Ja Ja booking committee, con- of the Ja Ja Ja tickets are sold in advance, and magazine, Jajaja.com, MOJO, Billboard, Music Institute, The Great Escape, The New Black, The sisting of the following people: the ticket revenue is shared equally among the OMH, Record Of The Day, Scan Magazine, Shine Orchard, UK TI, Wake Up Management, Waterfall, performing artists. TV, Sounds XP, The Fly, The Line of Best Fit, The West One Music 2012 Live List, Verdens Gang Francine Gorman (The Line of Best Fit, In 2013, on average 47.5 percent of the audience VEVO, later NOMEX), Ed Poston (BMI, later consisted of music industry representatives. The Glassnote), Peter Jarrett (Record of the club’s guest lists consist of industry representatives Day), Tonje Thilsen (Ja Ja Ja Web Editor) and media. and Oskar Christiansson (Ja Ja Ja Web The project was supported by the Ministry of Education and Editor). Culture and the Ministry of Employment and the Economy.

14 15 JA JA JA FESTIVAL

8–9 November 2013

COMPANIES AND ORGANISATIONS INCLUDED ON THE GUEST LIST FOR THE FESTIVAL AND THE VIP RECEPTION

Following the success of the Ja Ja Ja club night, Two Finland–themed films were also screened as which celebrated its fourth anniversiry in the au- part of the festival’s documentary programme, tumn of 2013, the Nordic Music Export offices created by the Copenhagen International wanted to create a new platform for Nordic music Documentary Festival. The films were “The Punk LABELS PROMOTERS in the UK, enabling an even broader visibility for Syndrome” (2012) and “Midsummer Night’s Tango” music from this region. To meet this goal, the first (2012). 12 Tónar, Adrian Recordings, Bedroom Community, Latitude, Lottarox, Shoot the Pony/All Night Long Ja Ja Ja Festival was born. The festival, led by Bella Union, Crunchy Frog, Jansen Plateproduksjon, Promotions NOMEX director Anna Hildur, was arranged at the A total of 3022 tickets were sold for the two–day Rough Trade Records, Secretly Canadian iconic Roundhouse venue on 8–9 November 2013. festival, while 432 complimentary tickets were OTHER given out to guests and media. AGENTS Similarly to the club night, Music Finland coordi- Ampersands PR, Arrow Films, ASOS, Billetto, CIMA, nated the Finnish application process for the Ja The festival gained over 100 press and social me- CODA Agency, Primary Talent, The Industry Group Counterpoint, Deezer, eFestivals, Fika London, Ja Ja festival. The festival was curated by the Ja dia clips from a wide range of media, including Icelandic National Radio, IFPI, Innovation Ja Ja booking committee together with David newspapers (Financial Times, Evening Standard, Norway, Jamie Oliver, Karamel Music Collective, MEDIA Gayson, Head of Music at the Roundhouse. Metro, Wall Street Journal) and music magazines Kopparberg, London Fika, London in Stereo, (CMU, Q, The Fly). The festival was also listed in Amazing Radio, Artrocker, Arts Desk, BBC Radio New Nordic Food, Passé, Peter’s Yard, PRCA, PRS, Four Finnish bands were featured in the festi- a number of online outlets (Time Out, Drowned 1, Be A Londoner, Billboard, Clash Magazine, Pulse Films, ROSA, Roundhouse, Sadler’s Wells, val – Husky Rescue and I was a Teenage Satan in Sound, Record of the Day). Finnish artists were CMU, Croydon Radio, Daily Express, Daily Star, Scandinavian Kitchen, Soho House, Songkick, Worshipper played on Friday, while LCMDF and featured in, among many others, The Notion, DIY Delayed Gratification, Design Week, Dots and Sound Advice, SoundCloud, South of the River, Black Lizard performed on Saturday. They shared and The 405. Dashes, Drowned in Sound, Finnish Broadcasting The Orchard, Volume the stages with 14 other Nordic bands and 5 DJs. Company (Yle), Gaffa, Glamour, God Is In The Ja Ja Ja Festival’s partners, sponsors and TV, HeyUGuys, InvasionMag, Ja Ja Ja, The Line Of The festival also presented a label market, cu- collaborators included the Embassy of Finland, the Best Fit, London Magazine, Metro, CultureOrTrash, rated by Bella Union founder and owner Simon Norwegian Embassy, Embassy of Iceland, Embassy MOJO, Monocle, Q, ROAR – Kings College, Scan Raymonde, who chose his favourite Nordic record of Denmark, Embassy of Sweden, Music Finland, Magazine, Shortlist, So So Gay, The Guardian, labels for the market. Nick Triani and his label Soliti Iceland Music Export, Export Music Sweden, Music The Independent represented Finland at the label market, which was Export Denmark, Music Norway, Last.fm, Arts held on Saturday 9 November and also included Council England, Norden – Nordic Culture Fond other Nordic labels such as Bedroom Community and the Paul Hamlyn Foundation. (Iceland), Jansen Plateproduksjon (Norway), Adrian Recordings (Sweden) and Crunchy Frog The project was supported by the Nordic Embassies in London (Denmark). and the Nordic Culture Fund.

16 17 On Thursday 24 October, Music Finland and Two networking dinners were also arranged as WOMEX Songlines magazine hosted a Finnish Music part of Music Finland’s services for the partici- Reception at Motorpoint Arena’s Daycase Stage. pating companies. Each dinner brought together A large number of industry professionals were 20 Finnish companies and the same number of invited. Pekka Huhtaniemi (Ambassador of international industry contacts, who were specif- Finland, London), Simon Broughton (Editor–in– ically chosen for their relevance with regards to World Music Expo chief, Songlines magazine) and Tuomo Tähtinen the Finns at the dinner. 23–27 October 2013 (Executive Director, Music Finland) addressed the audience in the beginning of the event, followed The PR campaign for WOMEX included a close by a live set by jouhikko (horsehair lyre) artist collaboration with Songlines magazine. The pro- Pekko Käppi and his band. About 200 people motion of WOMEX and LIFEM – The Finnish Line attended the reception. Finnish audio monitoring was interconnected, and the Songlines bonus CD, company Genelec sponsored the reception by which was released with the October issue, fea- providing a pair of Genelec loudspeakers, which tured artists from both events. Music Finland also were raffled off to one among all those who signed secured ads in WOMEX’s official fair catalogue. up for Music Finland’s newsletter. The project was supported by the Ministry of The networking continued on Friday 25 October, Employment and the Economy, the Ministry of when Music Finland and the other Nordic stands Education and Culture, ESEK, LUSES and Genelec. hosted the Nordic Brunch, a networking event which gathered an estimated 800 expo visitors.

Held in Cardiff’s Motorpoint Arena in Octo- Music Finland hosted an expo stand during ber 2013, the world’s leading world music the event, providing facilities for holding expo WOMEX was attended by a record num- meetings and displaying material, and staff ber of Finnish music industry professionals. that assisted in the communication between Twenty–eight Finnish companies and 35 Finnish delegates and expo guests. The company representatives took part in the companies/organisations/artists that used joint marketing arranged by Music Finland this service included: Tmi Agency Minna–Mari – making this the biggest ever Finnish del- Roms, Agency Sirpa Lahti, Art Company egation at the event. Puhti, Astra Music Oy, Emilia Lajunen, Esko Järvelä Epic Male Band, Frigg, Gaea Oy, The preparations for the event started in Global Music Centre/Etnosoi! Festival, May with an info session for prospective Grandpop Oy, Helmi Levyt, Hoedown participants. Music Finland organised a Arts Oy, Jaakko Laitinen & Väärä Raha, mentoring session for all Finnish delegates Kaustinen Folk Music Festival, Kuu Records, in September 2013. World music expert Alan Laskeuma Records Ay/Alamaailman Vasarat, James visited Helsinki 11–12 September, Lusti Music & Arts Oy, Narinkaattori, during which he held a seminar on the cur- Osuuskunta No Problem! Music, Riikka rent state of the world music market in the Timonen, Rockadillo Production Oy, Sibelius UK and provided personal coaching for the Academy Folk Music Department, Sommelo companies attending WOMEX. Ethno Music Festival, Suvi Sounds, Tango Orchestra Unto, Tsuumi Sound System and World Village Festival.

18 19 RECORD STORE DAY INTERNATIONAL LIVE MUSIC CONFERENCE

20 April 2013 2012–2013

Music Finland coordinated travel support and joint marketing for Finnish music companies attending the International Live Music Conference in London, which gathers the most important figures in the live music industry.

2012 2013

• The event took place 8–11 March 2012 • The event took place 8–10 March 2013 • The Finnish companies/organisations taking part in • The Finnish companies/organisations taking part in the invite–only event included: Fullsteam Records the invite–only event included: Fullsteam Records Oy, Oy, J. Karppanen Oy, Music Finland Ry, Piikkikasvi Music Finland Ry, Piikkikasvi Agency Oy, RL Concerts Agency Oy, Sahara Oy, Finnish Composers’ Copyright Oy, Sahara Oy Society Teosto Ry • The Finnish attendees met with 178 international • The Finnish attendees met with 249 international guests altogether, and gathered 63 new contacts guests altogether, and gathered 91 new contacts in total in total • The attending companies evaluated the event with Music Finland took part in Record Store Day 2013 tracks on the record. The videos were produced by • The attending companies evaluated the event with anoverall grade of 3.83/5 by releasing a 10–inch compilation vinyl featuring Sami Sänpäkkilä and published on Vimeo, The Line an overall grade of 3.76/5 Husky Rescue, K–X–P, LCMDF, Millennium, Phantom of Best Fit and on Music Finland’s webpage/social and Sin Cos Tan. The Limited Record Store Day media every second day leading up to the event. Edition, which was curated by The Line of Best Fit, was an official UK Record Store Day release Create Spark did PR for the record, which was sent The marketing campaigns, which were built around the event in 2012 and 2013, were targeted to- and distributed by PIAS/Arvato. out to relevant press contacts in the UK. A press wards international professionals attending the event. They included a customised newsletter that release was also sent out in the UK and Finland. In presented the Finnish companies, marketing on Music Finland’s website and social media as well as The release was given out free at all UK record addition, The Line of Best Fit arranged a competi- personal direct marketing by Music Finland and the Finnish companies themselves. stores that took part in Record Store Day. A total tion where readers could win copies of the record. of 1 500 copies of the record were pressed for the UK, with 400 copies distributed in France, The Record Store Day videos are available at Germany and Japan. www.vimeo.com/musicfinland The project was supported by the Ministry To promote the release of the record, Music Finland The project was supported by the of Employment and the Economy. commissioned a short video for each of the six Ministry of Education and Culture.

20 21 LIVERPOOL SOUND CITY ECHO CHAMBER

2–4 May 2013 2012–2013

Launched in November 2012 as a collaboration between Music Finland, Kaiku Studios and Notting Hill Arts Club, the Echo Chamber club night brought new sounds from Finland to Notting Hill in West London. Each line–up featured both Finnish and British artists.

Three events were arranged during the UK initia- tive – one in the autumn of 2012, and two in the spring of 2013.

ECHO CHAMBER I ECHO CHAMBER III 22 November 2012 25 April 2013

Singer–songwriter Sansa and indie rock group Music Finland coordinated joint marketing op- Finnish artists: Big Wave Riders, French Films, Finnish artists: Death Hawks, Kiki Pau French Films were included in the line–up for Liv- portunities for the artists. Ads were secured in HK119 Other acts: Girl Band, Novella erpool Sound City. One of the largest city centre the conference guide and Live Guide, and Sansa Other acts: Ballet School, Sulk Attendance: 100 people music and arts festival in the UK, it hosts 360 artists and French Films were included in the festival’s Attendance: 200 people Comments: The third club night was a col- across 25 venues. An estimated 9000 music fans official mailout. Comments: The first club night also laboration with booking agency and 3000 industry professionals took part in the featured an art show called Nomanis. Projekta did PR work festival in 2013, which also included a conference In addition to this, Music Finland’s “Come Hear” “P***A”, curated by Finnish art for the Finnish artists leading up and expo programme. CD compilation featuring new Finnish music was and illustration agency Agent to the show. distributed free at one of the festival’s networking Pekka. Create Spark did PR events. work for the Finnish artists in connection with the show. THE FINNISH ARTISTS’ Create Spark was taken on as PR partner to se- Music Finland supported the Finnish artists by PERFORMANCES AT THE FESTIVAL cure press activity for the artists. French Films was producing a split 7–inch vinyl single with tracks reviewed in Get Into This, Liverpool Echo’s blog, from the performing Finnish artists at each of the SANSA while Sansa was previewed in Bido lito!’s Liverpool ECHO CHAMBER II shows. These were distributed free at key record The Brink, Thursday 2 May at 21.00 Sound City special edition, for instance. 21 February 2013 shops in London, including Rough Trade East and Leaf Café, Friday 3 May at 20.15 West, Honest Jon’s and Phonica. It was also given Heebie Jeebies, Saturday 4 May at 14.00 The project was supported by the Ministry of Finnish artists: Jaakko Eino Kalevi, LCMDF out to everyone attending the event. Education and Culture. Other acts: RIME, The Dark Bells FRENCH FILMS Attendance: 100 people Music Finland also offered support by inviting Kazimier Gardens, Friday 3 May at 19.15 music industry professionals to the shows, and by Comments: The show attracted many Leaf Café, Saturday 4 May at 22.15 actively promoting the gigs through social media. industry professionals. Project supported by the Ministry of Education and Culture.

22 23 FEEL THE SPIRIT HEINEKEN OPEN SOURCE STAGE AND THE DEATH2DISCO CLUB NIGHT

5 April 2013 2012–2013

In April 2013, Music Finland joined forces with Music Finland advertised the show in Prog Heineken, Flow Festival and Music Finland joined a weekly club night held at Notting Hill Arts Club Spinefarm Records and Factory Music for “Feel Magazine and Classic Rock Magazine, and forces for the Heineken Open Source Stage event, in London. A special Finnish edition of the club the Spirit”, a live music event held at Islington promoted the event through social media. in which the audience got to vote on which artists night was arranged on 20 November, when Noah Assembly Hall in London. The first edition of the they wanted to see perform at Flow Festival in Kin performed at the festival together with Finnish event featured Finnish rock groups Von Hertzen Feel the Spirit is intended to become an annual Helsinki 7–11 August. In 2013, all the selected electro duo Phantom and two British bands, The Brothers and Barbe–Q–Barbies. The night also platform for Finnish rock in London. Heineken Open Source stage artists also competed Savage Nomads and Kassoma. About 50 people included a support performance by British metal for an opportunity to play a promo gig in London, saw Noah Kin perform, while Phantom gathered band Haken. The project was supported by the Ministry of arranged by Music Finland. a crowd of around 100 people. Education and Culture. The local promoter for the gig was The Underworld. Music Finland collaborated with British online Music Finland created a split 7–inch vinyl single The show gathered an audience of around 200 media The Line of Best Fit in choosing the artist with songs from the two Finnish artists, which was people. The show was also attended by music out of all 12 acts who played the Heineken Open used in the promotion of the show. Music Finland industry companies (Century Media, Future Source Stage. Hip–hop artist Noah Kin was selected invited industry professionals to see Noah Kin and Publishing) and media (Prog Magazine, Prog Dog as the winner. Phantom play, and offered additional UK industry Radio Station, Record Collector Review, Faceless contacts to the artists. Magazine, Dead Nobodies Podcast). Music Finland further cooperated with the Death2Disco club night in London on creating The project was supported by Hartwall/Heineken a suitable showcase platform for the artists. and the Ministry of Education and Culture. Death2Disco gathers the best new live sounds for

24 25 Media and Professional Visiting Programme

FESTIVALS AND EVENTS IN 2013 CONFERENCES EMPIRE – COMETOGETHER MUSICA NOVA 12 OCTOBER 2013, HELSINKI 8–16 FEBRUARY 2013, HELSINKI EDM Contemporary Companies/media: DJ Mag Companies/media: Boosey & Hawkes, Huddersfield Contemporary Music Festival MUSIIKKI & MEDIA FINLAND CONFERENCE In the Media and Professional Visiting Programme, FLOW FESTIVAL 16–19 OCTOBER 2013, TAMPERE key British media representatives and industry 8–12 AUGUST 2012, HELSINKI TUSKA OPEN AIR METAL FESTIVAL Music conference professionals were invited to Finnish festivals and Indie & urban 28–30 JUNE 2013, HELSINKI Companies/media: 4AD, BBC Radio 6, BMI, Eat the Music & Media Finland conference to become Companies/media: 5000, Domino Recording Hardrock & metal Your Own Ears, Factory Music, INgrooves, Leland acquainted with the country’s music scene and Company, Double Six, Loud And Quiet, Moshi Moshi, Companies/media: Academy Music Group, Music, Liverpool Sound City, Metropolis Music, its professionals. Primary Talent/Decked Out, Record of the Day, The Century Media, Factory Music, Live Nation UK, Passé Promo, Record of the Day, Sheridans, Guardian, The Independent, The Line of Best Fit Metal Hammer, Nuclear Blast UK, The Underworld Shoot The Pony Management / All Night Long The programme commenced in 2012 and in- Promotions, SSB Solicitors, The Great Escape, The tensified in 2013. A total of 118 guests visited MUSIC & MEDIA FINLAND CONFERENCE ROCK THE BEACH Karamel Music Collective, The Line of Best Fit, 14 Finnish events during the two–year period. 18–21 OCTOBER 2012, TAMPERE 26 & 28–29 JUNE 2013, HELSINKI Transgressive, Universal Music, X Ray Touring Of the 93 businesses that were represented, 66 Music conference Rock were music industry businesses and 27 media Companies/media: Billboard, Create Spark, Companies/media: Coda Agency, Raw Power WE JAZZ companies. Music Finland created customised Dead Oceans, Future Records, Jagjaguwar, Management, Thrash Hits, X–Ray Touring 9–14 DECEMBER 2013, HELSINKI programmes for the guests, where they were able Last Gang Records, Liverpool Sound City, Jazz to learn about the Finnish music scene, attend live MOJO, Mute Song, Nomanis, PRS for Music, KUUDES AISTI Companies/media: Ampersand PR, BBC/Some- concerts and network with the Finnish artists and Record of the Day, Rough Trade, Secretly 5–7 JULY 2013, HELSINKI thin’ Else, Jazzwise Magazine, Edition Records/ music professionals. Canadian, SSB Solicitors, The 405, The Agency Indie & urban Edition PR Group London, The Arts Desk, The Line of Best Companies/media: ATP – All Tomorrow’s Parties, EVENTS IN 2012 Fit, The Local, VIP Booking, Vortex, XFM Bird on the Wire, Create Spark, Fat Cat Records, The Quietus TUSKA OPEN AIR METAL FESTIVAL TAMPERE JAZZ HAPPENING 29 JUNE – 1 JULY 2012, HELSINKI 1–4 NOVEMBER 2012, TAMPERE FLOW FESTIVAL Hard rock & metal Jazz 7–11 AUGUST 2012, HELSINKI Companies/media: Terrorizer Companies/media: Cheltenham Jazz Festival, Indie & urban Counterflows City Festival, Edition Records, Companies/media: 13 Artists, 4AD, Atlantic Records, RUISROCK FESTIVAL Improvised Music, Jazzwise Magazine, Turner Bella Union, Clash Magazine, Crack Magazine, 6–8 JULY 2012, TURKU Sims Hall, Vortex Create Spark, Domino Recording Company, Pop & rock Drowned in Sound, Eat Your Own Ears, Monocle, Companies/media: Factory Music, PIAS ETNOSOI! FESTIVAL NME, Nomanis, Notion, Outpost, Passé Promo, PMR 6–24 NOVEMBER 2012, HELSINKI Records, Record of the Day, The Line of Best Fit, The Folk Quietus, Vice, Wichita Recordings, XL Recordings Companies/media: fRoots

26 27 ALEXANDER STUBB’S PROMOTIONAL VISIT TO LONDON Communication

19–20 September 2012 and Marketing

SUPPORTING FINNISH MUSIC THROUGH MUSIC FINLAND’S COMMUNICATION CHANNELS

Music Finland ensured maximum visibility for the A total of 16 blog posts in Finnish were published UK activities by utilising all of its own promotional between 13 March and 6 November 2013. tools. These were also posted in the Facebook group “Musiikinviejät”, and selectively on Music Finland’s These included the website www.musicfinland.fi Facebook page. in both English and Finnish, with an entire section dedicated to the UK initiative and its events. While The second biggest group of Music Finland’s the Finnish side of the webpage was updated Facebook followers come from Great Britain, and with information on export projects intended for the Facebook page was actively updated with UK Finnish industry clients, the English side was tar- relevant material. During the UK initiative, 298 geted towards the international market and was tweets connecting to the UK were also posted continuously updated with material connected to on Twitter. UK events. In 2013, over 30 news pieces, features and Q&As were produced specifically for the pro- motion of current projects and artists in the UK. COLLABORATION WITH PR AGENCIES In September 2012, Finland’s Minister for European The Finnish delegation included representatives Affairs and Foreign Trade, Alexander Stubb, from Ondine, Rockadillo Records, Universal Music Finland sent out 15 UK–specific press releas- Music Finland’s activities in the UK were supported visited London to boost partnerships between the Music Finland, the Finnish Music Publishers es to British and Finnish mailing lists in 2012–2013. by local PR agencies. Partners in 2012–2013 Finnish and British music scenes. The trip, aimed Association, Annamaija Music Company, the In addition to the specific press releases, UK news included Create Spark, Edition PR, Factory Music, at accelerating growth in Finland’s blossoming Finnish Broadcasting Company (Yle), Music pieces and features were also included in Music Freeman PR, Projecta, Saari Music Ltd and Adam music sector, was organised by Music Finland, Finland, the Finnish Composer’s Copyright Society Finland’s newsletters – Contemporary & Classical, Webb, who was part of the Ja Ja Ja Festival PR the Ministry for Foreign Affairs and the Embassy Teosto, the Ministry of Foreign Affairs, the Ministry Folk Music, Jazz, Pop/rock/indie/metal and in team. The Finnish Institute in London and the of Finland in London. of Employment and the Economy as well as the the Musiikinviejät emailing list, aimed at Finnish Embassy of Finland in London also generously Ministry of Education and Culture. industry professionals. offered promotional assistance. Stubb visited BBC Radio 1 and Radio 3, met with Universal Music Group’s Andrew Kronfeld Music Finland’s UK Project Manager Riku Salomaa These agencies assisted Music Finland in gain- (President, Global Marketing) and John Cumming was in an ongoing dialogue with the Finnish music ing publicity for events, artists and releases, and of Serious, one of UK’s leading producers of live industry through a blog catering specifically to helped it in reaching out to new contacts. jazz, international and contemporary music. the Finnish clientele. The idea behind the blog (www.uk–blogi.com) was to open up the UK initiative and give an insight into current projects.

28 29 MARKETING MATERIALS Music Finland produced a wide range of marketing material in connection with the promotional events. The products, which were both print and online based, were customised for each event and intended for the local audience and media. All marketing material followed the UK initiative’s graphic profile, which was created by Agency Leroy.

30 31 PERCENTAGE OF ESTIMATED Media TOTAL MEDIA VALUE Coverage

56% RADIO AND TV 18% PRINT MEDIA

TOTAL AMOUNT OF MEDIA HITS IN 2012–2013

1349 26% ONLINE

VALUE OF THE PUBLICITY GAINED

One of the main objectives of the UK initiative The amount of hits increased with 69 percent was to increase the visibility of Finnish music in during the UK initiative – 501 media hits were the British press. Besides being an important and registered for 2012, while 2013 brought along ESTIMATED TOTAL VALUE RADIO AND TV VALUE strong media market in itself, the UK media also 848 media mentions. OF MEDIA COVERAGE serves as a gatekeeper to the international mu- sic field in general. To increase the presence of The online media hits were sourced by online Finnish music in UK media outlets, Music Finland media monitoring software Meltwater, using the £579,000 £324,000 worked closely with professional PR experts in UK initiative artists, companies, music products creating customised promotional campaigns. and events as keywords. The print, radio and TV Representatives for the artists also employed PR hits were collected using information from the professionals to gain more publicity. participating companies’ project reports. Music Finland’s staff has also searched the internet and ONLINE VALUE PRINT MEDIA VALUE The media efforts proved fruitful, and the initial social media for additional media hits. goals were met. In total 1349 media hits were registered across 429 media outlets. These in- clude 57 radio hits, two TV hits, 82 print articles £153,000 £102,000 and 1208 internet based hits on websites, online magazines and blogs.

32 33 MEDIA REACHED MEDIA REACHED

3D Round About Beat Music Magazine Clyde 1 Electricity Club Harper's Bazaar Little Indie Blogs 98.8 Castle FM Scotland Belfast Telegraph Complete Music Update Elle Magazine Harrow Times Liverpool Daily Post AAA Music Belper News Computer Shopper Ellesmere Port Pioneer Hemma Magazine Liverpool Echo Abeano Big Cheese Magazine Consequence of Sound Entertainment Focus Here Is The City London Calling About My Area BioPortfolio Contactmusic.com Esctoday.com Herts 24 London Evening Standard Access All Areas Birmingham Mail Cotswold Life Essex Chronicle Herts Advertiser London in Stereo Addict Music Bitterwallet Crack Magazine Evening Times Hey U Guys London Le Cool Adrianspallant.wordpress.com Bizarre Magazine Creative Boom Expert Reviews HI! Magazine London: The News Aerial Noise Blabbermouth Crewe Chronicle Extra Music News Highlight Magazine Londonist Airdrie & Coatbridge Advertiser Blog.billetto.co.uk Cultivora Fact Magazine Horisontti LondonLovesBusiness.com All Gigs Blokely Culture Addicts Faded Glamour Huffington Post – The Blog Loud And Quiet Allmediascotland.com Bloodstock Radio Culture Compass FAMEMAGAZINE.co.uk Hunger Tv Louder Than War Absolute Radio Blueprint Magazine Daily Info Oxford Fast–and–Wide.com I House U Lowestoft Journal Amazing Radio Borehamwood & Elstree Times Daily Telegraph Feeble Screams From Forests Unknown Iain Dale's Diary LS:N Global AN Magazine for Artists Bournemouth Echo Data Transmission Female First IAmMusic.TV Making Tracks Appover Bowlegs Dazed Digital Fest Magazine Idealo News Male First Article Magazine Bracknell News Demotix.com Financial Times Iguitar Marlbank Artrocker Brand Republic Derbyshire Times Fohnhouse Ilkeston Advertiser Matlock Mercury Asos Brand–e Dereham Times For Folk's Sake Independent Blogs Metal Hammer Audio Pro International Breaking Waves Digital Spy Friedmylittlebrain Indie Music Mag Metal Rules Aural Delights Bridport News Diss Mercury 24 Frommer's Infernal Rock Radio Metro Bachtrack Bring the Noise UK District MTV fRoots International Business Times UK Middle Boop Magazine Backseat Mafia Broadway Baby DIY Future PLC Islington Tribune Mixmag Bacon Music Cambrian News Online DJ Mag Gazette & Herald It's Nice That MOJO Bakewell Today Cambridge News DMC World Magazine Get Your Rock Out! Ja Ja Ja Monocle 24 BBC 1Xtra Camden New Journal Doc Geeks Gig Events Guide UK Jazzbreakfast.com Moose Report BBC London Capital XTRA Dots and Dashes Gigwise Jemm Radio 2 Movie Scope Magazine BBC News Channel 4 Drowned in Sound Girl About Town Journal Live Music Blog BBC Radio 1 Chester Chronicle Dudley News Glamour Magazine Kensington and Chelsea Today Music Crowns BBC Radio 1 Newsbeat Chronicle Live Dummy Glasswerk Kerrang! Music Film Web BBC Radio 2 Ciao UK East London and West Essex Guardian Gorkana Kiss Fm Music Mafia BBC Radio 3 Cinetalk Eastern Daily Press Great Yarmouth Mercury 24 L&Si Online Music News BBC Radio 4 Clash Eastwood Advertiser Guitar Interactive Lancashire Telegraph Music OMH BBC Radio 6 Classic Rock Econsultancy – Digital Marketing Blog Guitar Techniques Leg Guitar Music Radar BBC Radio Scotland Classical Source eFestivals Halesowen News Leicester Mercury Music Week Beat Cast TV Click Liverpool Egig HarderFaster Little Black Book MusicFilmWeb

34 35 MEDIA REACHED MEDIA REACHED

MusicRadar.com Prog Rock Magazine Sheffield Telegraph The Birmingham Press The Wire We Heart Nothing But Hope And Passion – NBHAP Promo News Simplyvideos The Briston Post This Festival Feeling Welwyn Hatfield Times 24 Net Rhythms PRS for Music Skiddle The Crack Magazine This is Bristol Venture Mag Netribution.co.uk Pulse Radio Sky Sports The Culture Trip This is Cornwall West End Extra New Zealand News Pure Hawk Slough Observer The Daily Mirror This is Derbyshire Weston & Somerset Mercury Never Enough Notes Purple Revolver Snipe The English Group Blog This is Devon WhatCulture! NME Q Socialstudent.co.uk The Escapism This is Essex Where & Now Noisey Radio Times Societé Perrier The Flaneur This is Hull and East Riding Vice UK Nokia Conversations Readwrite.com Songlines The Flintshire Chronicle This is Kent View Belfast Non League Daily Record of the Day Sonic Abuse The Fly This is Local London View Birmingham North Somerset Times Redhill and Reigate Life Sonic Shocks The Games Tribe This is Nottingham View Bournemouth Northampton Chronicle & Echo Reeling the Real Sound Colour Vibration The Guardian This is Plymouth View Bristol Norwich Advertiser Relevant Magazine/Podcast Soundlab The House of Coxhead This is Scunthorpe View Cambridge Norwich Evening News Renowned for Sound Soundscape The Independent This is Somerset View Cardiff Notion Resident Advisor Soundsphere magazine The Jazzmann This is South Devon View Edinburgh Nottingham Post Resonance FM Spalding Guardian The Kernel This is Staffordshire View Leeds Nouse Response Source Spark Sunderland The Line Of Best Fit This is Tamworth View London Nowness Reuters.co.uk Spindle The List Three Beams View Sheffield Official Charts Company Rinse Fm Spiral Earth The Location Guide Three Weeks Edinburgh viewhull.co.uk OK! Magazine Ripley & Heanor News Square Luxury The Londonist Time Out London Wired.co.uk Old DJ Mag Rock Sound St Albans & Harpenden Review The Mancunion Times Series Virgin.com One Stop Arts Rock, Paper, Shotgun Staffordshire Newsletter The National Student TNT Magazine Virtual Festivals Perthshire Advertiser Rock 2 the Rhythm Stereoboard.com The Northern Echo Total Rock Virtual Music Magazine Pigeon Note Rock'n'Reel Magazine Stourbridge News The Playground TravelBlog With Guitars Pinkbike.com Rock N Rolla Magazine Stuff Tv The Press Trickle Vive Le Rock Planet Hugill RockzoneUK STV The Press York Tusk Journal Wonderland Magazine Planet Notion Rush Rock Subba Cultcha The Quietus Tyne and Wear XFM Planetmosh RWD Magazine Sunday Times The Reading Chronicle UK Festival guide xoJane Planetrock.com Sabotage Times Supajam The Scotsman UK Vibe Yahoo! News UK & Ireland Pocket Gamer.biz Satellite Voices Sussex Express The Skinny UltimateGuitar.Com Über Rock PopSop.com Scan Magazine Sw1a.net The Sound of Confusion Uncut Yorkshire Evening Post Powerplay Magazine Scribes of Metal TBFM Online The Staple Unfashionable Male Yougear.co.uk PR week Search Articles Teamrockradio.com The Stool Pigeon Urban Travel Blog ZeroSeven Edinburgh Press Party Sector Publishing Intelligence Terrorizer The Telegraph Wader PressBox.co.uk Seen and Heard International The 405 The Thetford & Brandon Times Waffle TV Process & Control Today Sexbeat The Arts Desk The Upcoming Waveney Advertiser

36 37 Key Coverage JAAKKO EINO KALEVI Jaakko Eino Kalevi got plenty of publicity in 2013 in connection with him signing with Weird World Record Co, the release of his EP “Dreamzone” and his performances at Servant Jazz Quarters and The Lexington in London in November. Print coverage includes an article in Evening Standard and a mention in NME, where his single “When You Walk Through Them All” was listed in the “On Repeat” section. Noisey, DIY, NME and Clash re- ported on Jaakko Eino Kalevi’s song “No End” by publishing the music video or SoundCloud stream on their websites, and the song was also played by for instance Tom Ravenscroft on BBC Radio 6. Other media highlights include a feature in Dazed Digital in December, and an article in The Fly for which Jaakko Eino Kalevi compiled a mixtape.

KERRANG! METRO

Glam metal band Reckless Love was widely fea- Jimi Tenor was on the cover of Metro 30 October tured in Kerrang! magazine’s Halloween 2012 2013, the day of his performance at the LIFEM issue, including a cover picture and a poster. – The Finnish Line at Kings Place in London. The BBC FLOW FESTIVAL newspaper has 3.3 million readers every day. Finnish music was widely featured on the British In 2013, Flow Festival gained some 20 previews, Broadcasting Company’s radio stations. Both reviews, features and listings in the printed press. national stations such as BBC Radio 1, BBC Radio Print publications included Crack Magazine, Elle 1Xtra, BBC Radio 2, BBC Radio 3, BBC Radio 4 Magazine, Notion, The Wire, Daily Telegraph and MONOCLE 24 and BBC Radio 6 as well as regional stations Mixmag. Online media also actively reported such as BBC Radio Scotland and BBC London on the festival. Over 120 web articles about In connection with his London visit in September did interviews and sessions with Finnish artists Flow Festival were published on websites such as 2012, Finland’s Minister for European Affairs and and included them on their playlists. Classical Drowned in Sound, Harper’s Bazaar, Loud And Foreign Trade Alexander Stubb discussed Finnish music and jazz from Finland is regularly played Quiet, NME, Resident Advisor, The Independent, music on the Monocle 24 radio programme on BBC Radio 3. The Line of Best Fit and Time Out. “Midori House”.

English jazz–pop singer Jamie Cullum compli- Riku Salomaa was guest music reviewer on Monocle mented Music Finland’s “Jazz from Finland” CD 24’s “Review” show 9 November 2013, where he compilation on his BBC Radio 2 show 4 June 2013, played three Finnish tracks and talked about the CHANNEL 4 and played a piece by Kerkko Koskinen Orchestra current state of Finnish music. on the same show. Satellite Stories’ music video “Campfire” was broadcast on TV in Channel 4’s “Sunday Brunch” Husky Rescue, Phantom and Sansa visited Mon- show 24 November 2013. ocle’s London headquarters to record live studio sessions for Monocle 24’s “Culture” show.

38 39 RESONANCE 104.4 FM THE TELEGRAPH

Leading up to LIFEM – The Finnish Line, festival Iiro Rantala was shortlisted in The Telegraph’s list director Miguel Santos previewed all Finnish artists of the finest jazz musicians performing at London due to play at the event on his radio show on the Jazz Festival 2012. London–based arts radio station Resonance 104.4 FM. The artists included Alamaailman Vasarat, Iiro Rantala, Jimi Tenor, Maria Kalaniemi & Timo Alakotila, Pekko Käppi, Tsuumi Sound System VON HERTZEN BROTHERS and Värttinä. Von Hertzen Brothers were featured in the Progressive Music Awards in both 2012 and 2013. In 2012, the band was nominated in the “New Blood” category, and in 2013 the group gained SONGLINES nominations in the “Breakthrough Artist” and The October 2013 issue of Songlines included a “Anthem” categories, winning the latter one. In one–spread feature on pianist Timo Alakotila, addition to this, the band was also featured in for a preview article about the LIFEM – The Finnish instance Classic Rock Magazine and Prog Magazine. FROOTS SVART RECORDS Line festival as well as a bonus CD called “Arctic fRoots, the world’s leading magazine covering Paradise: The WOMEX and LIFEM Edition 2013”, Svart Records’ artist received a lot of press atten- modern and traditional roots music, actively cov- which previewed new Finnish folk music including tion during the UK initiative. ered Finnish folk music during the export initia- the artists due to perform at LIFEM – The Finnish XFM tive. In 2013, the magazine wrote about Johanna Line and WOMEX 2013 that autumn. In the autumn of 2013, Beastmilk’s album “Climax” Juhola, Pekko Käppi and Tsuumi Sound System was reviewed in music magazines such as Metal An estimated 30 Finnish artists were played on for instance. Hammer, NME, Kerrang!, Terrorizer and Guitar British commercial radio station XFM in 2012– Techniques and in newspapers including Financial 2013. The station’s long–time DJ and new music Times and The Guardian. The Guardian also chose expert John Kennedy gave generously of airtime Beastmilk as “New Band of the Day” 10 October. to Finnish music on his show “X–posure”. Rock A Rolla Magazine included Beastmilk on Q MAGAZINE their cover and listed the band’s new record in Legendary monthly music magazine Q reviewed their top 50 list of the best albums in 2013, while a number of new Finnish releases in 2012–2013, Classic Rock wrote a piece on the band and chose including The Latebirds’ “Last of the Good Ol’ their song “Death Reflects Us” as one of the 30 Days” and Husky Rescue’s “Long Lost Friend”. best songs of 2013.

Hexvessel was nominated in Metal Hammer’s Golden Gods 2013 Awards for best underground act, and the band was also featured on The Quietus RESIDENT ADVISOR several times in 2012 in connection with the release Online music magazine Resident Advisor active- of the band’s album “No Holier Temple”. ly followed the Finnish electronic music scene throughout the UK initiative. In 2013, the site In October 2013, Oranssi Pazuzu streamed their covered for instance the release of Desto’s album album “Valonielu” in full on Metal Hammers web- “Emptier Streets” and the launch of Vladislav site a week before the official release of their Delay’s new label Ripatti. album. Deathchain premiered the video for “Seven Asakku Shadows” exclusively on Terrorizer in April 2013, while Prog Rock Magazine picked up Jess And The Ancient Ones’ music video for “Astral Sabbat” in an article published in February 2013.

40 41 Consultancy and Networks

UK Project Manager Riku Salomaa systematically worked on securing relevant UK music industry contacts for the Finnish music industry in general, and for the companies taking part in the export programmes specifically. This was done by actively reaching out to new contacts and by taking part in industry functions.

The Finnish companies that took part in the UK initiative Export significantly strengthened their networks. On average, each company gained 13 new business contacts in the UK. Music Finland also gained around 200 new UK music Competence industry contacts. These range from promoters and agents to PR professionals, media, label contacts, producers and lawyers. Salomaa was an active link between the British professionals and Finnish companies and artists, initiating meetings between the two parts.

To enable more in–depth actions in the UK, Salomaa and Project Assistant Jenni Tuovinen were based in London during the period February–July 2013, using the Finnish Institute in London’s facilities during this time.

42 43 Workshops WORKSHOPS

To secure the future export of Finnish music to the UK, Music Finland aimed at increasing the understanding of the British music industry among Finnish music professionals. During 2012–2013, six workshops were held. Approximately 250 Finnish industry representatives attended the events to hear UK–based speakers give their view on current topics from the British music market.

UK MUSIC MARKET WORKSHOP UK PR AND MEDIA WORKSHOP UK JAZZ WORKSHOP UK CONTEMPORARY AND CLASSICAL WORKSHOP 10 February 2012, Nosturi/Helsinki 9 August 2012, Nokia Factory/Helsinki 9 October 2012, Nokia Factory/Helsinki 12 February 2013, Helsinki Music Centre/Helsinki An introduction to the UK music market from both A seminar discussing best practices in PR opera- A session outlining the characteristics of the British a British and a Nordic perspective. tions in the UK, with case studies from both a PR jazz scene and the possibilities that the UK jazz A discussion on the contemporary music mar- and media point of view. market offers for industry professionals. ket in the UK, and how to enhance the careers of Speakers: Angus Blue (Riverman Management), composers and performing artists in this territory. Jonas Vebner (Music Export Norway), Jules Parker Speakers: Andy Inglis (5000), Daniel Dylan Wray Speakers: Annamaija Saarela (Annamaija Music (PRS for Music) (Loud And Quiet), Jodie Banaszkiewicz (Domino Company), Martel Ollerenshaw (Serious), Nod Speakers: Emma Kerr (Boosey & Hawkes), Graham Number of attendees: 70 Recording Company), Minna Halmetoja (Moshi Knowles (Nod Knowles Productions) McKenzie (Huddersfield Contemporary Music Moshi) Number of attendees: 30 Festival) Number of attendees: 40 Number of attendees: 30

44 45 v

WORKSHOPS WORKSHOPS

LENTOON! MENTORING PROGRAMME

In the fall of 2013, Music Finland organ- field coached the participants personally ised the Lentoon! mentoring programme and in groups. Workshops dealt with for to provide promising professionals work- instance marketing your own music and ing in various facets of the contemporary yourself as an artist (9/9), the roles of the music field with the tools and information various players in the field (7/10) and the UK LEGAL WORKSHOP UK ARTIST DEVELOPMENT WORKSHOP to build an international career. The ap- significance of professional networks, dis- 21 May 2013, Adams/Helsinki 8 August 2013, Adams/Helsinki plicants taking part in the programme tribution channels, as well as best prac- included composers, performers and tices in the international sphere (4/11). An introduction to British music law, the role of the A workshop focusing on artist development and management professionals, such as pro- lawyer in the British music market and the foun- career building from a British label and A&R ducers, managers and artistic directors. The Lentoon! programme also included dations of drawing up an international contract. point of view, including a session on how to In total 15 participants were chosen after a study trip to London and Huddersfield develop an artist’s online presence. an open call for applications. in November 2013. As part of the trip Speakers: Paul Spragon (SSB Solicitors), Simon the participants got to meet with key Long (Collins Long) Speakers: Annette Lee (4AD), Ben Wileman The programme consisted of four work- contacts in the UK contemporary mu- Number of attendees: 30 (Wichita Recordings), Duncan Jordan (Bella shop–styled sessions where Finnish profes- sic field as well as visit the Huddersfield Union), Jack Shankly (Domino Recording sionals with international careers in the Contemporary Music Festival. Company/Weird World Record Co), Joe Barbe (Atlantic Records), Nikke Österback (Saari Ltd), Rachel Graham (Passé), Rodaidh McDonald (XL Recordings/XL Studios) Number of attendees: 50 47 Cases CASES

In what way was the export support used in practice? How did the export process go? What role did Music Finland play in the export ventures? The following five examples illustrate the different kinds of projects that were involved in the UK initiative, and the variety of ways in which Music Finland supported them.

CASE: FINNISH JAZZ AT CASE: FLOW FESTIVAL LONDON JAZZ FESTIVAL 2012 Flow Festival, which celebrated its 10th anniversary in Annamaija Music Company produced and coordinat- 2013, has worked actively on opening up the Helsinki– ed a Finnish jazz series for London Jazz Festival, held based music and arts festival to international audienc- in November 2012. The “Finnish Jazz at London Jazz es. In 2012 and 2013, the festival created marketing Festival” programme was created together with Serious and advertising campaigns specifically for the UK, and Ltd, and received support through the Networks and PR employed local PR agencies Theo PR (2012) and Out- programme 2012. The aim of the project was to present post (2013) to help reach out to the British audience. Finnish jazz to Britain’s key promoters, festival and club Music Finland granted funds from the Export Strategy arrangers, record labels and media. With the production, programme in both years to support the festival’s ven- Annamaija Music Company also aimed to launch its tures in the UK. Music Finland also collaborated with the business concept, and was successful in landing future festival on inviting and bringing over British media and projects in the UK. The Finnish music at the festival was music industry professionals to the event, with the aim CASE: RECKLESS LOVE “Reckless Love focused on the UK market in 2012 equally successful, gathering good crowds and significant of gaining as much publicity as possible for Flow Festival with not only a tour, but also a performance at the press attention. and the Finnish artists. Music Finland granted funds to Hinterland through the Download Festival. The support that Music Finland Networks and PR programme 2012 for the promotion of offered through the export programme is an impor- “We were negotiating with the London Jazz Festival on “Music Finland’s support was crucial for Flow Festival’s the Finnish glam rock band Reckless Love in the UK. The tant part of the economics when realising a tour and bringing Finnish musicians to the event, and the sup- PR activities in the UK, both financially and strategi- goal was to create a broad and diverse fan base for the investing in a new market.“ band in the UK, and to draw the attention of the British port we received from Music Finland was really helpful cally. With the help of Music Finland, we were able to in realising the project. As a result, Juhani Aaltonen execute a campaign far greater in reach and visibility. music media. Reckless Love performed at the Download SEPPO VESTERINEN Festival at Donington Park in June 2012, and did an 18– RECKLESS LOVE’S MANAGER Quartet, Rakka, Verneri Pohjola Quartet, Black Motor, Also, our joint efforts during the festival had excellent gig UK tour in October 2012. While on the road, the band Iro Haarla Trio, Kuára, Oddarrang and Anna–Mari results. We are very happy to have been able to take returned to London every week for a weekly residence Kähärän Orkesteri performed at the festival in 2012.” part in this project and hope to cooperate with Music at Camden Barfly. In addition, Kerrang! magazine’s Finland also in the future.” photographer and stylist flew to Finland to meet with ANNAMAIJA SAARELA, CEO, the band and do a piece on them for the October 2012 ANNAMAIJA MUSIC COMPANY SUVI KALLIO issue of the magazine. During the course of the year, the FLOW FESTIVAL’S MANAGING DIRECTOR band increased its visibility in the UK, and got good gig reviews both in the media and fan communities.

48 49 CASES CASES

CASE: JAAKKO EINO KALEVI CASE: PHANTOM

Jaakko Eino Kalevi, a strong figure in the folk/indie/urban “From my point of view, as Jaakko’s manager, I Phantom’s journey began when The xx recommended the “The support has been indispensable for Phantom scene of Helsinki, signed a publishing deal with Beggars would like to say that Music Finland’s support and duo’s video “Scars” on Tumblr in the spring of 2012. Soon in many ways. Music Finland has helped us to create Music in 2012. In early 2013, the artist and his team were enthusiasm for Jaakko has been – and continues to after, Pitchfork featured the song on its website and the new networks and contacts, while supporting our be – hugely helpful and encouraging. Both shows that marketing and PR actions and providing consultancy looking to secure a label deal. Music Finland actively video received a lot of attention in the UK. Music Finland Music Finland helped to arrange in the past 12 months in all kinds of export issues. Music Finland has been supported the artist during this process by arranging a invited key British music industry representatives to see proved to be crucial shows for presenting Jaakko to ivolved in making several crucial issues possible for showcase gig at Notting Hill Arts Club in London 21 Feb- the London/UK industry and media, and both events Phantom’s performance at Flow Festival 2012, and was us during our journey, which we are very happy and ruary, and by releasing a split 7–inch vinyl in connection were a tremendous success. By providing 50 percent involved in the band’s performance at the Ja Ja Ja club thankful for. “ with this, featuring one of Jaakko Eino Kalevi’s songs. In of the travel costs for shows in London and at key in- night in September. In the end of 2012, Phantom signed

July, Domino Recording Company/Weird World Record dustry events such as Eurosonic and the Great Escape, with booking agency Primary Talent and PR agency Cre- HANNA TOIVONEN & TOMMI KOSKINEN Co imprint announced the signing of Jaakko, making Music Finland has enabled Jaakko and his band to ate Spark. Music Finland continued to support Phantom’s PHANTOM perform without having to worry about the financial him the label’s first–ever Nordic act. Nomanis became launch in the UK in 2013. In the spring of 2013, one of the impact of these trips. And Music Finland’s contribution his booking agency, and Dog Day Press started doing his band’s singles were included in Music Finland’s official to the promotional costs of Dog Day PR will also prove press. In August 2013, Music Finland invited Jaakko Eino invaluable. Furthermore, Music Finland is always look- Record Store Day release, a vinyl compilation that was Kalevi’s contacts Jack Shankly (Domino Recording Com- ing at new ways of promoting Jaakko in the UK and distributed across British record shops free on 20 April. pany/Weird World Record Co), Isla Angus (Nomanis) and Europe. Riku Salomaa in particular is a true supporter They also did two showcase performances at The Great Lauren Down (Dog Day Press) to Flow Festival in Helsinki, of Jaakko and his music, and seems to really believe Escape in Brighton in May 2013. In October 2013, Chris where Jaakko Eino Kalevi also performed. Jaakko Eino in Jaakko’s potential for success not just in the UK but Hawkins premiered the band’s new single “Over” on his Kalevi released his first EP “Dreamzone” on the label 2 internationally. I feel lucky to have him onside, as it morning show on BBC Radio 6. Chris Hawkins had been were, and to have the full support of Music Finland.” December 2013. Music Finland provided funds from the invited by Music Finland to the Music & Media Finland Networks and PR programme for the promotion of the conference and the Lost in Music festival in Tampere that record, and arranged for the artist to perform at the Ja PIERS MARTIN same month, where he had seen Phantom live. In Novem- Ja Ja club night in London on the week of the release JAAKKO EINO KALEVI’S MANAGER ber, Phantom headed for London again to perform at the of the EP. Jaakko Eino Kalevi will do several showcase Death2Disco club night at Notting Hill Arts Club, and to festivals in the spring of 2014, including Eurosonic in do a special studio session for Monocle Radio’s Culture January and The Great Escape in May, and his music show – both made possible by Music Finland. Phantom will be featured on Music Finland’s official 2014 Record is currently working on their debut album. Store Day vinyl release.

50 51 Background and Purpose Export

Funding was one of the key elements of the UK With the support, Music Finland also wanted to Programmes: initiative. Music Finland offered support to com- encourage companies to take on a strategic and panies and artists that were looking to enter the goal–oriented mindset. Businesses that were ac- UK market. The funding was channelled through cepted into one of the export programmes were three export programmes. entitled to personalised coaching throughout their project.

THE NETWORKS AND PR PROGRAMME Networks In 2012–2013, a total of 500,000 euros were Funding from this programme helped Finnish granted to companies through the export pro- companies make their investments in the UK more grammes. effective by offering subsidised promotion and marketing of Finnish acts, album releases, tours and PR, Live and product launches. This programme also in- cluded network assistance. THE PROJECTS WERE SELECTED ACCORDING TO THE FOLLOWING MAIN CRITERIA

THE LIVE PROGRAMME

& Export The programme provided export subsidies to Finn- • The significance of the project to the internationali- ish artists on tour in the UK. It was a strategic tool sation of the artist, group or songwriter, as well as the aimed at improving the artists’ competitiveness internationalisation strategy of the company and visibility, while supporting cooperation with • The professionalism of the applicant’s approach local partners. Strategy • The perseverance of work in the target market • The implementation feasibility of the plans and project THE EXPORT STRATEGY PROGRAMME • The use of the target market expertise and the quality Companies with extensive export plans for the UK of the cooperation partners could apply for funding through this programme, • Demand in the target market which provided support to companies interested in creating and executing a comprehensive ex- • The objectives and indicators of the project port strategy. The supported venture could be a company, artists or a music product.

52 53 ALEXI TUOMARILA TRIO, MOPO & VERNERI POHJOLA QUARTET / ANNAMAIJA MUSIC COMPANY KY

Following a special Finnish theme in 2012, Finnish music continued to be on the forefront at London AKI RISSANEN TRIO / TMI AKI RISSANEN Jazz Festival in 2013, when three Finnish jazz artists performed at the festival. One of the On 28 October 2013, the jazz group Aki Rissanen artists, Alexi Tuomarila Trio, also did a mini UK Trio released their album “Aleatoric” in the UK tour connected to the festival. The ensembles Companies, through Edition Records and Harmonia Mundi gained valuable publicity in both regional and UK. Edition Distribution created a PR campaign nationwide press. in connection with the release, with the primary EXPORT PROGRAMME: LIVE, 2013 goal of giving the CD exposure in the jazz press Artists and Music and gaining publicity that can be used to secure • Verneri Pohjola Quartet performed at the Southbank future performances in the UK. Centre (18/11) to an audience of 700 people. Alexi Tuomarila Trio played an early evening show at Ray’s EXPORT PROGRAMME: Products in the UK NETWORKS AND PR, 2013 Jazz (21/11), before sharing the stage with Mopo at the PizzaExpress Jazz Club later that same night. • The project started in October and continued through- The two latter shows gathered a crowd of 500 in total out 2013 Export Programmes • Alexi Tuomarila Trio’s additional concerts were at: • The album was reviewed in online outlets London Jazz Turner Sims Concert Hall/Southampton (19/11) and News, The Jazz Man as well as in Financial Times. Aki Four Bars at Dempseys/Cardiff (20/11). These shows Rissanen Trio’s music was also played on BBC Radio, were attended by 700 people altogether 2012–2013 and the record was nominated as one of the top jazz • The marketing of the shows was done in collaboration albums of the year on the UK Vibe website with Edition Records and local promoters in social • Mike Gavin of Edition Distribution was in charge of media, online media and industry press. The concerts the PR operations, and has agreed to continue the were also included in London Jazz Festival’s own in- work in 2014 formation material • Aki Rissanen Trio secured a performance at London • Alexi Tuomarila Trio’s tour gained a lot of publicity both Jazz Festival 2014, and are planning a UK tour for in regional media and social media, and increased the autumn of 2014 the awareness of the group in the UK • Mopo did a special live session for the “Jazz on 3” pro- gramme at BBC Radio 3, which was aired early 2014 New album “Aleatoric” • As part of the export programme, Mopo signed a distri- featured in important UK media bution deal with Edition Records and Verneri Pohjola Quartet received an increased number of requests for shows in Europe

ARTISTS/PROJECTS IN ALPHABETICAL ORDER 1200 people saw Finnish artists at London Jazz Festival 2013 54 AVANTI! / AVANTI! RY

Avanti! Chamber Orchestra’s Executive Director Maija Kylkilahti realised a networking trip to London 22–26 November 2012, where she met with important promoters and agents.

EXPORT PROGRAMME: NETWORKS AND PR, 2012

• Kylkilahti met with programmers at Southbank Centre and Wigmore Hall and had meetings with four classical AMORAL / MAD MONEY MAKERS AY music agencies. She also met one sheet music publisher BEASTMILK AND ORANSSI PAZUZU and the founder for an organisation for young people / SVART RECORDS KY Finnish metal band Amoral opened for Ensiferum working in arts administration in four UK cities 18–21 September 2012. While • When meeting the concert halls, Kylkilahti presented Svart Records promoted Beastmilk’s debut album broadening their fan base through the live per- the repertoire Avanti! has played abroad and previous “Climax” and Oranssi Pazuzu’s record “Valonielu” ARKHAMIN KIRJASTO / EKTRO formances, the project also had a positive impact international visits, while she offered Avanti!’s produc- in the UK with a PR project spanning October– on Amoral’s future record projects, concerts op- tions for sale to the agencies she met with December 2013. The goal was to achieve as portunities and marketing possibilities. Hard rock and death metal band Arkhamin much publicity as possible for the bands and thus • The export project resulted in one commissioned Kirjasto released their album “Torches Ablaze” increase record sales. EXPORT PROGRAMME: LIVE, 2012 composition for a Finnish composer, one contract in the autumn of 2012 and did a promotional for a Finnish composer for the season 2013–2014. EXPORT PROGRAMME: • Amoral performed at O2 Academy Islington/London campaign in the UK in connection with it. The band Negotiations for an Avanti! performance at one of NETWORKS AND PR, 2013 (18/9), Moho/ Manchester (19/9), Button Factory/ wanted to reach out to British heavy metal listeners. the key concert halls also commenced Dublin (20/9) and Rescue Rooms/Nottingham (21/9) • Prescription PR was in charge of the PR operations in EXPORT PROGRAMME: the UK; sourcing interviews and album reviews and • The total number of people reached with the four NETWORKS AND PR, 2012 consulting on advertisement issues performances was 1125 • Nathan Birk was employed as PR person for increased Targeted networking trip resulted • Nathan T. Birk and Svart Records themselves also pro- • Mik Gaffney at Factory Music was employed as PR visibility in new contacts and openings moted the two artists support for the band’s mini tour. He arranged for the • The band secured advertisements in Terrorizer and band to do about 10 interviews over the phone in ad- • Beastmilk received a lot of press attention in maga- Zero Tolerance magazines, as well as places on the vance of the shows, and the same about in connection zines and newspapers such as Kerrang!, Classic Rock, publications’ CD compilations with the performances Metal Hammer and The Guardian, for instance • The band’s release “Torches Ablaze” gained reviews in • Metal Hammer’s editor–in–chief was invited to Amoral’s • Beastmilk’s promotional campaign will continue in British magazines and zines. The band also got gig London show 2014 with a radio and TV campaign, as well as with requests as a result of the campaign printed press advertisements. Early 2014, the band • The band did an acoustic live performance on London’s was in discussions with relevant tour, marketing and Total Rock Radio manager partners • Amoral’s Facebook likes increased by around 100 Employed PR expert ensured • Negotiations for future UK tours for both bands started people during the project maximised visibility for new release early 2014 with local partners • Their new album “Fallen Leaves & Dead Sparrows” will be released through Graphite Records in the UK 31 March 2014 New releases widely featured in leading UK music media Live shows at major venues across the UK and Ireland in September 2012

56 57 BLACK MAGIC SIX BLACK OCEAN / RENAISSANCE MAN / KUSTANNUSOSAKEYHTIÖ KÄRKI ARTS & SCIENCE AY

Blues–punk duo Black Magic Six did a promotional Renaissance Man Arts & Science launched the tour in the UK 6–9 September 2012. With three new record label Black Ocean in 2013, with the showcase gigs in London and one festival per- UK as a special focus area. The export project was formance in Kent, the group sought to gain new targeted towards the most influential new music music industry contacts and audiences in the UK. figures and key online media.

EXPORT PROGRAMME: LIVE, 2012 EXPORT PROGRAMME: NETWORKS AND PR, 2013 • Black Magic Six performed at Milfords (6/9), 12Bar BIG WAVE RIDERS AND FRENCH FILMS BARBE–Q–BARBIES (7/9) and Bird’s Nest (8/9) in London. The shows • The record label’s strategy was planned in collabora- / GAEA BOOKING & RECORDS, GAEA OY / POPLANDIA MUSIC OY reached 200 people in total tion with Alexander Waldron, who now works as Island Records’ communications manager • The band did a gig at Malcfest in Kent (9/9) for an Big Wave Riders and French Films performed at Finnish rock group Barbe–Q–Barbies visited the UK audience of 800 people • Tailored Communications, a PR firm specialised in elec- the Echo Chamber club night at Notting Hill Arts twice in 2012–2013, doing club performances in tronic dance music, was hired for the project. Swedish • The performances were realised in collaboration with Club 22 November 2012. By performing at the London and a festival gig in Rotherham. With the design agency PWR Studio created the visual identity PR agency Sure Shot Works, Big Money Records, Live showcase event, the bands strived to reach out performances, the band wanted to reach out to for the label to record labels, agents, PR agencies and media. Nation, Code 7 (the band’s UK distributor) and local a hard and glam rock audience and media, and • The label’s first release was highlighted on one Britain’s promoters Malcolm Gayner and Stephen Elwell to promote their album “Breaking All the Rules”. most popular electronic live channels Boiler Room EXPORT PROGRAMME: LIVE, 2012 • Black Magic Six and its collaborators invited industry EXPORT PROGRAMME: TV for an online audience of around 100,000. The • An estimated 200 people attended the evening professionals to the performances. For example, the LIVE, 2012 & LIVE, 2013 release was also featured on BBC Radio 1, Kiss FM, band met Chris Carr (Cadiz Music) and promoter • PR agency Create Spark was hired to do promote the Rinse FM and magazines such as MixMag, Dummy Timothy Britton, with whom they continue to be in • Barbe–Q–Barbies opened for English artist Jettblack artists in connection with the event and Data Transmission. Label head–artist Renaissance contact with regarding possible future collaborations at the Borderline Club in London 30 May 2012. 300 Man also visited FACT magazine’s new online video • A split 7–inch vinyl single, with music from the two in the UK people attended the concert, which was sold out. Local Finnish artists, was released in connection with the channel FACT TV • Black Magic Six’s album “Brutal Blues” received a better partner was record label and distributor Plastic Head club night and distributed free at the event and in • During the project, Renaissance Man Arts & Science reception than the band’s previous releases, and was • The band did an interview with Metal Hammer UK selected record shops. It also gained media attention was approached by Elastic Artists, ADA Agency and reviewed in Metal Hammer among others. Following in connection with the performance. Other media and was streamed on several music magazines’ web- CEE Promotions, who are specialised in Asia tours. the tour, the band’s social media fan base increased highlights include a one–page band presentation in sites, including Clash Label Liberation Technologies’ A&R Patrick O’Neill Big Cheese Magazine, as well as a review in Powerplay also approached the company having heard releases • For French Films, the project resulted in more radio Magazine airplay and better prospects for touring in the UK. by Black Ocean • The band secured Sharon Richardson of Factory Music Big Wave Riders received a number of concert offers Tour reached a broad audience as UK Agent as a result of the project and industry professionals • Barbe–Q–Barbies did two UK performances in 2013: Feel the Spirit club night/London (4/4) and the HRH New label introduced in the UK – first AOR Festival/Rotherham (7/4). The gigs supported the release featured on key radio stations Showcase night led to increased promo of the band’s “Breaking All The Rules” album, media and industry visibility which was released in the UK in February 2013 • In collaboration with their British publisher 4Worlds Media, the band filmed a video for the first single from the new album. 4Worlds Media, who was responsible for the print and online marketing of the album, also arranged for the video to be broadcast in British music channels

Album release supported by live performances 58 59 DEATHCHAIN / SVART RECORDS KY DEFUNENSEMBLE / DEFUNENSEMBLEN KANNATUSYHDISTYS RY Svart Records promoted death metal band Death- chain’s new album “Ritual Death Metal” in the Contemporary music group defunensemble UK in the spring and summer of 2013. The main performed Magnus Lindberg’s “Action–Situation– goal of the venture was to reach out to UK media Signification” and a new piece by Joel Ryan at and to build on the band’s existing status in the Huddersfield Contemporary Music Festival 20 market area. November 2012. The goal was to reach out to a professional audience, promoters and media. EXPORT PROGRAMME: NETWORKS AND PR, 2013 DEF JAM SONGWRITING CAMP EXPORT PROGRAMME: LIVE, 2012 / ELEMENTS MUSIC OY • The project started on 26 March and continued until • The performance took place at a venue called Bates early June 2013 Mill in Huddersfield, to an audience of around 100 • Nathan T. Birk was employed as publicist, while Carsten Elements Music arranged the Def Jam Songwriting people. This was defunensemble’s first UK performance Camp in Helsinki in 21–29 October, featuring Klein was responsible for the physical distribution of • defunensemble was able to join forces with the Musica Finnish and international writers. The focus of the album Nova Helsink festival, which was also taking part in the Export Strategy project was to network with • As part of the project, Deathchain’s video for “Seven the event, for joint marketing and information efforts DEATH HAWKS / GAEA BOOKING important international contacts for future collab- Asakku Shadows” got its world premiere on extreme & RECORDS, GAEA OY orations in the field, and to increase the credibility • defunensemble sent out a press release in Finland metal magazine Terrorizer’s webpage. The new album of Elements Music as a key Finnish partner in the and managed to gain press coverage in Helsingin was also reviewed in several other magazines and blogs Psych rock band Death Hawks performed at the international music market. Sanomat’s online version Echo Chamber club night 24 April together with EXPORT PROGRAMME: fellow Finnish band Kiki Pau and two local acts. EXPORT STRATEGY, 2012 Promotional campaign around new EXPORT PROGRAMME: LIVE, 2013 album continued to build on the • The funds from the Export Strategy programme se- Successful UK debut at Huddersfield band’s reputation in the UK • The gig took place at Notting Hill Arts Club to an audi- cured British attendance and the event. The British Contemporary Music Festival ence of 100 people, including media representatives. participants were Talay Riley (topliner) RCA & Global This was the band’s first UK gig Publishing, Ashton Foster (topliner) SonyATV Music Publishing UK and Natalia Hajjara (topliner) SonyATV • A split 7–inch vinyl with songs from Death Hawks and Music Publishing UK Kiki Pau was produced by Music Finland and used in the promotion of the Finnish artists • 21 people took part in the event altogether. Besides the Brits, seven Finns, nine Americans and three Swedes • With the show, the band reached out to UK agents, took part in the event publishers and labels • The Def Jam Songwriting Camp was arranged in col- laboration with American record label Island Def Jam • As a result of the project, Elements Music and its Exclusive vinyl release supported songwriters gained new UK partners, both in songwriters introduction of the band to the UK and in other relevant representatives in the field. audience and media As a result of this project and others that followed, Elements Music has been able to strengthen its roster with strong Finnish composers and producers while gaining reputation both in the UK and in the USA

Company and its songwriters expanded their networks in the UK

60 61 DISCO ENSEMBLE AND MEDEIA / FULLSTEAM RECORDS OY

Fullsteam Records carried out a marketing cam- paign, including radio, print and online promo- DISCO ENSEMBLE, MICHAEL MONROE, tion for its artists including Disco Ensemble and RUBIK & VON HERTZEN BROTHERS Medeia in 2012–2013. The targets of the project / FULLSTEAM MANAGEMENT OY were British agents and promoters. Fullsteam Management’s export project continued EXPORT PROGRAMME: throughout 2013 and reached out to local PR EXPORT STRATEGY, 2012 and booking agencies, indie labels and music • The purpose of the export campaign was to increase management companies with the objective of Fullsteam Records’ and its artists’ reputation supporting its artists’ ventures in the British market. • Disco Ensemble was looking to approach a mainstream EXPORT PROGRAMME: rock audience, while Medeia was focused on a metal EXPORT STRATEGY, 2013 and hard rock fanbase • Fullsteam Management’s clients taking part in this • Local partners included Duff Press, IQ Magazine, project included Disco Ensemble, Rubik (split up during Audience Magazine, Pollstar, Ish Media and VIP Book the project), Michael Monroe and Von Hertzen Brothers • Medeia gathered a lot of press attention in hard rock FINNISH JAZZ AT • An estimated 2600 people attended the Finnish con- • The project succeeded in getting relevant music in- and metal website and magazines, including Terrorizer LONDON JAZZ FESTIVAL 2012 certs, which also reached Britain’s key jazz promoters, dustry players to notice the company’s clients, which and Metal Hammer, while Disco Ensemble achieved / ANNAMAIJA MUSIC COMPANY KY festival and club arrangers, record labels as well as a enables more extensive collaboration in the future. airplay on the radio and was introduced to several range of different media Fullsteam Management worked closely with for in- radio’s music supervisors and DJs • Local partners were Serious, BBC Radio 3, Basho Music, stance Sony Music on the UK launch of indie rock band Annamaija Music Company brought eight Finnish Gateshead Jazz Festival, Turner Sims Concert Hall and Disco Ensemble ensembles to the London Jazz Festival 2012 on 9–17 November, showcasing Finnish jazz at live the clubs Vortex and 606 • During the project, Michael Monroe signed a radio performances, panel discussions and networking • As part of the project, Oddarrang signed a record deal and TV promotion deal with Duff Press and a booking Marketing campaign for events. with Edition Records, and Gateshead Jazz Festival agency deal with Dan DeVita TKO. Von Hertzen increased UK exposure made concert arrangements with Verneri Pohjola Brothers, on the other hand, secured a new UK promoter EXPORT PROGRAMME: and Oddarrang – Andy Copping of Live Nation UK. The two bands also LIVE & NETWORKS AND PR, 2012 performed in the UK during this time • Saarela launched her business Annamaija Music • Verneri Pohjola Quartet, Oddarrang, Black Motor, Rak- Company at the event. She also took part in the Jazz • All artists that were actively involved in the project ka, Kuára, Anna–Mari Kähärän Orkesteri, Iro Haarla– in New Europe panels, the Take Five networking event gained more media coverage than before, and their Trygve Seim–Ulf Krokfors and Juhani Aaltonen Quartet and a reception hosted by the British Council releases got plenty of press attention in for instance performed at the festival. Iiro Rantala also took part Kerrang! and Planet Rock in the common marketing • Fullsteam Management was also able to further es- • The Finnish artists performed at key venues in London: tablish itself as an important company in the music the Barbican, Queen Elizabeth Hall, Royal Festival Hall management field and St. James’s Piccadilly Finnish theme at London Jazz Festival 2012 • Partners for the project were Universal Music Group • On 11 November, Finnish music was presented on its (label), Spinefarm Records (label), The Agency Group own stage called “Scene Finland”. The showcase day (agency), Duff Press (PR agency), Savage Gringo (PR also featured two panel discussions on Finnish music agency), Turning Rebellion (graphic design), Factory hosted by BBC Radio 3 producer Fiona Talkington with Music & Management (agency), Sony Music (label) panelists Marcus Odair (journalist), Martel Ollerenshaw and Chachaman (TV and radio plugger) (Serious), Dave Stapleton (Edition Music) and musician Olavi Louhivuori (Oddarrang)

Strategic networking and promotion throughout 2013 63 FLOW FESTIVAL / FLOW FESTIVAL OY 2013 FORK / FAT LADY AB OY 2013 In 2012 and 2013, Flow Festival focused on the • The festival was held 9–11 August 2013, and the project United Kingdom though customised export strat- took place between January and September The a cappella ensemble FORK visited Edinburgh • FORK did a six–gig UK tour in March 2013, performing egy projects. The goal of the projects was to grow • The main goal for the project was to continue the Fringe Festival 2–26 August 2012, aiming to in- at two clubs, three concert halls and one caravan park: the awareness of the festival internationally, and internationalisation of the festival through PR work, troduce FORK to the UK audience, maximise the Jam House/Birmingham (21/3), Concorde Club/Eas- thus increase the number of British and other advertising and media visits exposure of the band to promoters and venue tleigh (22/3), Bunn Leisure Park/Selsey (23/3), Alban Arena/St Albans (24/3), The Stables/Wavendon (26/3) international guests at the festival. • The target group was urban, culturally oriented young managers attending the festival and to gain me- dia’s attention. This was followed by a UK tour in and New Theatre/Oxford (27/3) EXPORT PROGRAMME: EXPORT STRATEGY, adults. PR agency Outpost Media was employed to the spring of 2013. • The group’s first collaboration with promoter ETM 2012 & EXPORT STRATEGY, 2013 reach out to this group. Outpost Media coordinated Entertainment Trade Mgt, who books a majority of the communications as well as the advertising in for EXPORT PROGRAMME: LIVE/NETWORKS AND 2012 England’s regional venues instance The Skinny, Festival Guide, Crack Magazine, PR, 2012 & LIVE/NETWORKS AND PR, 2013 Loud And Quiet and Artrocker. Other associates include • Valerie Potter Tour Marketing & PR continued to do PR • The festival was staged 8–12 August 2012, and the media partner Clash and Resident Advisor 2012 work for the band on this tour, except for the Oxford export project took place from February to October • Ticket sales to the UK increased by 54 percent com- show which was self–promoted in collaboration with • Flow Festival worked with British PR agency Theo PR • FORK performed 24 times in 26 days during Edinburgh pared to 2012. The number of Facebook followers also New Theatre on gaining publicity in the UK. This was done through Fringe Festival 2012 grew by 27 percent compared to the previous year customised marketing and advertising campaigns • Beside their own shows, FORK also took part in a BBC for the UK, collaborating with the media and inviting • The number of online press clips totalled over 100, Festival Café live radio broadcast and performed at British media representatives to the festival as part of and physical press mentions around 20 the Best of the Best show as well as Mervyn Shutter’s a media visiting programme and Pajama Men’s shows 30 UK performances during • As a result of the project, Flow Festival gained more • London–based Valerie Potter Tour Marketing & PR and two–year export project press coverage than before. The UK interest through agent LPO (Leighton–Pope Organisation) assisted in social media was also significant. Out of Flow Festival’s Marketing campaigns for increased realising the project exposure of the festival in Britain Facebook followers, the followers from London • FORK’s show was reviewed in the Edinburgh Festival represent the fifth biggest foreign city. Flow Festival’s Magazine, Three Weeks, The Fest, Broadway Baby and website Flowfestival.com had third most visitors from The List. Waffle TV, who provides daily coverage of the the UK out of all of all countries. According to the ticket festival, did an interview with the band, and interviews sales statistics, 160 people from Britain attended the were also featured in The Herald and The Stage festival in 2012 • Event and entertainment company Classique • in 2012, See Tickets, Music Finland, the Ministry for Promotions Ltd took on FORK as on act as a result of this Foreign Affairs of Finland, the Finnish Tourist Board, project. The group also reports on having gotten new, the Finnish Institute in London and Visit Finland were important contacts in Germany, France and Canada Flow Festival’s partners

64 65 FRENCH FILMS / GAEA BOOKING & HEXVESSEL / SVART RECORDS KY RECORDS, GAEA OY Svart Records promoted Hexvessel and their new Indie pop band French Films did a showcase gig album ”No Holier Temple” in the UK during August– at the Echo Chamber club night in London on 22 October 2012. The main idea of the campaign November 2012 and performed at Liverpool Sound was to continue to build on the band’s previous City in 2013 – one of the UK’s biggest music and success but also to approach audiences and media arts festivals in the UK. outside the metal scene, which has previously been used in the marketing of the group. EXPORT PROGRAMME: LIVE, 2012 & LIVE, 2013 EXPORT PROGRAMME: NETWORKS AND PR, 2012 FOURCHORDS APPLICATION • French Films’ London show was held at Notting Hill HELSINKI BAROQUE ORCHESTRA / MUSOPIA OY Arts Club to an audience of 200. The night featured / HELSINGIN BAROKKIORKESTERIN • Other goals were to find a new PR agency for the two other Finnish artists: Big Wave Riders and HK119 YHDISTYS RY British market, and to find new media and industry Muopia Oy launched its guitar karaoke applica- • Create Spark did PR work in connection with the Finnish contacts in the UK tion FourChords in the UK in the autumn of 2012, artists and the club night. A split 7–inch vinyl single Helsinki Baroque Orchestra intensified its sales • The marketing of Hexvessel was conducted on three with the goal of increasing the awareness of the was used in the promotion work in the UK in 2013 by conducting a larger levels: information and interviews, distribution of pro- product and the number of active application user. CD and catalogue promotional campaign, by • As a result of the showcase gig, the band got more mo records and advertising securing advertisements and by increasing online EXPORT PROGRAMME: airplay on radio and a good foundation for future • The band was interviewed by Metal Hammer and the marketing. The main goal of the project was to NETWORKS AND PR, 2012 gigs in the UK new record was afeatured in other media, such as approach British concert arrangers. The Quietus • The export project took place • In 2013, French Films played Liverpool Sound City EXPORT PROGRAMME: 12 October – 31 November 2012 festival 3–4 May 2013 – their first appearance in the • The campaign included both physical (Sure Shot Works) north of England. The gigs took place at the Kazimier NETWORKS AND PR, 2013 and electronic (Nathan T. Birk/Svart Records) promo- • The project focused on developing the karaoke–styled and Leaf Café venues, to a crowd of about 220 in total tion of the new record FourChords guitar application, and to fine–tune the • The project took place 1 March – 31 December 2013 communication strategy and marketing in connec- • French Films also did a couple of interviews in con- • As part of the project, the baroque orchestra’s website • Svart Records advertised in The Wire, Rock–a–Rolla, tion with it nection with their visit to the festival and English language online content was improved Metal Hammer and Terrorizer • PR agency Character Communications Ltd was em- • The orchestra approached concert promoters to get a • During the autumn of 2012, Hexvessel became Svart ployed for the project. The company is specialised in clearer picture of the current market in the UK Record’s best–selling artist in the United Kingdom, promoting and strategically marketing games and which could also be seen in the number of Facebook Valuable showcase • London–based orchestra member Tuomo Suni repre- applications.The primary target group was iOS mobile fans from that specific market area performances in England sented Helsinki Baroque Orchestra in the UK. Local device users aged 24–55 who are interested in learning agencies also assited in the networking • Hexvessel signed a UK PR deal with Lauren Barely of to play the guitar Rarely Unable PR • The following media covered the orchestra in 2013: • Another important task was to get publicity for the MusicWeb International, Fanfare Magazine, Gramo- application. The application was shortlisted in The phone, Early Music Review, SA–CD.net Guardian APPS BLOG’s “20 Best iPhone and iPad • The orchestra’s webpage and specifically the pro- apps this week”, and featured in Interactive Guitar gramme page – which is targeted towards concert Svart Record’s best–selling Magazine, among others promoters – had weekly visits from the UK. UK–based artists in the UK in autumn 2012 likes on Facebook also increased • The project led to Helsingin Barokkiorkesteri securing a performance at the renowned Lufthansa festival in Wide press coverage for London in May 2015, together with harpsichordist mobile application Pierre Hantaïn. The orchestra is also negotiating on concerts for 2016

Strengthened promotion and sales work – future UK concerts secured 66 ICONS OF ELEGANCE / TMI ANSSI VÄXBY

Icons of Elegance carried out a promotional cam- paign in the autumn of 2012 leading up to the release of their album “Carousel” in December 2012. The focus of the project was to build on the success of the band’s previous UK release and increase its visibility in the UK and other interna- tional markets. INSOMNIUM / METALHEIM OY EXPORT PROGRAMME: NETWORKS AND PR, 2012 Death metal band Insomnium did a 13–gig UK HUSKY RESCUE 2013 • The new album was released on Dinner With Daisy tour in April 2012 as main support for British band / EL CAMINO HELSINKI OY • El Camino Record’s 2013 actions included a sync trip Records. The December release was preceded by Paradise Lost. The aim of the export project was to to the AIM Sync & Licensing conference in London in the promotion of two single releases (August and find new audiences and relevant media contacts El Camino Records carried out promotional cam- February, the release of Husky Rescue’s “The Long November) and a Dinner With Daisy showcase night in for increased publicity of the band in the UK. paigns in 2012 and 2013, promoting Husky Rescue Lost Friend” album as well as live shows at The Great London in September. The band did a second concert EXPORT PROGRAMME: LIVE, 2012 and the band’s album “The Long Lost Friend”. Escape in Brighton in May, and at Hoxton Square Bar in the UK when the album was released in December Another important aim was to find new partners & Kitchen in London in June • Paddy Forwood PR was responsible for the press. The • Insomnium performed at the following venues with for the company, specifically within the sync field. • The target group was old and new Husky Rescue fans, company has previous experience in working with Paradise Lost: Great Hall 2/Cardiff (16/4), The Brook/ as well as professionals from the sync, film and adver- bands from the Americana genre Southampton (17/4), Quarterhouse/Folkestone (18.4), EXPORT PROGRAMME: EXPORT STRATEGY, Colchester Arts Centre/Colchester (19/4), Sugarmill/ 2012 & EXPORT STRATEGY, 2013 tisement field. Rocket PR was responsible for radio PR, • A key contact for the project was radio plugger Ron while Hanna Gould did print and online PR Stoke–on–Trent (20/4), The Duchess/York (22/4), Kings 2012 McCreight, who has good contacts at radio channels Tuts/Glasgow (23/4), Corporation/Sheffield (24/4), • The band’s new album gained reviews in Clash, such as BBC Radio 2 and BBC Radio 6 • El Camino arranged a label night 6 October 2012 Slade Rooms/Wolverhampton (25/4), Rescue Rooms/ Loud and Quiet and Q magazine, and tunes from it • Icons of Elegance signed a distribution deal with Code at Korjaamo in Helsinki, featuring a performance by Nottingham (26.4.), Club Academy/Manchester (27/4), were played on BBC 6, Q Radio, Absolute Radio and 7/Plastic Head and a digital distribution deal with Husky Rescue. Representatives for Clash magazine Scala/London (29/4), Waterfront/Norwich (30/4) Amazing Radio and The Line of Best Fit were flown over to Helsinki Believe Digital. The band also started collaborations • 4074 people bought tickets for the 13 concerts. The for the event. Husky Rescue’s gig was live–streamed • Local partners included agent Maria May of CAA, with Pull Up The Roots – an important promoter in the London and Manchester shows were almost sold out on the two media’s websites digital distributor InGrooves Fontana and physical British folk and Americana scene distributor Cargo. The band did a studio session at • The biggest marketing effort was a joint music video • Husky Rescue performed at The Scala in London 12 • Media coverage included airplay on BBC Radio 2’s Monocle 24 in connection with their London gig in release on 22 April. Insomnium’s new music video was November 2012 together with Pepe Deluxé. The con- Dermot O’Leary show (broadcast on Saturdays, about June, and were also included in Music Finland’s official premiered on Terrorizer magazine’s webpage. This was cert was realised in collaboration with Pepe Deluxé’s two million listeners), airtime on Allan Rowett’s New Record Store Day release 2013 preceded by a press release sent out to British media record label Catskills Records and the promoter Sound- Music show (synchronised for about 40 local radio on 21 April by Century Media’s English PR office crash. The show received a 4/5 review on independent • Anna–Maria Rusi was in charge of all sync ventures. channels) a “Best of 2012” mention on Scottish Castle • The band did many interviews during the tour, includ- musicOMH.com, London–based online magazine Rusi took part in the sync conference in February, FM/Edinburgh’s Art School Dancing show and 4/5 stars and was responsible for all sales before, during and reviews in Rock’n’Reel magazine, the Americana UK ing Infernal Rock Radio, Preston FM and Planet Mosh. • Two UK PR agencies were employed for the project after the event. Rusi and El Camino Helsinki director website and the NetRhythms website, for instance Their shows were also reviewed widely in UK media – Hanna Gould PR (print and online) and Rocket PR Marko Nyberg also met with three music supervisors in • The number of Facebook likes for Insomnium’s (radio) connection with the Raindance Film Festival in London Facebook page increased by about 40 percent during • The number of times Husky Rescue’s song “Deep in September 2013 the tour Forest Green” was listened to on SoundCloud in the Digital and physical distribution • Distribution deal signed with Cargo, and the digital • •Insomnium gathered a new audience by teaming up UK increased by 502 percent between the time period agreements signed with UK companies distribution agreement with InGrooves was renewed with the headliner. As a result of this tour, the band 8 November – 13 January • A special edition of “The Long Lost Friend” will be started a dialogue with important British festivals such • The project supported Husky Rescue’s career in the UK released in the UK via Catskills Records as Download and Bloodstock and laid the foundations for the band’s album release in the spring of 2013

Signed UK distribution deals and expanded networks within the sync field Over 4000 people saw band during 13–gig UK tour

68 JESS AND THE ANCIENT ONES / SVART RECORDS KY

Jess and The Ancient Ones released their self– JERRY LINDQVIST & THE GRACE titled debut album in the UK in May 2012, and / JERRY & OUTLAWS carried out a promotional campaign in connection with the release. The export project was targeted JOHANNA JUHOLA REAKTORI Acoustic Americana trio Jerry Lindqvist & The towards rock and metal audiences and media. / JOHANNA JUHOLA MUSIC JAAKKO EINO KALEVI / JEKS VIIHDE Grace did a series of concerts in London 7–12 EXPORT PROGRAMME: November 2012. The objective was to reach out World music group Johanna Juhola Reaktori took NETWORKS AND PR, 2012 The aim of the project was to publicise the music to local Americana fans and promoters. their “Making Tracks” tour to the UK in 9–23 April of Helsinki artist Jaakko Eino Kalevi in the UK, • Jess and The Ancient Ones’ album came out 24 May 2013. These were the group’s first performances EXPORT PROGRAMME: LIVE, 2012 using the established London–based company in the UK . The promotional campaign continued until in the UK so the aim was to find new audiences Dog Day Press to promote the music in print and • Jerry Lindqvist & The Grace performed at The the end of August among world music and tango fans, as well as online. The project started in October 2013, and Troubadour (8/11), MAP Studio Café (9/11), The • Shore Shot Works was responsible for sending physical to reach out to local festivals and concert pro- will continue in 2014. Harrison (10/11) and Jamboree (11/11) copies of the promo records to key rock and metal moters. The tour and the group’s PR activities media, and for coordinating interviews also aimed at promoting their upcoming album EXPORT PROGRAMME: • The four concerts reached an estimated 260 people “Fantasiatango 2”. NETWORKS AND PR, 2013 in total • Svart Records advertised in Terrorizer, Metal Hammer and Classical Rock and secured a place on the Classic EXPORT PROGRAMME: • By carefully and strategically pushing the artist’s first • The concerts were promoted with a press release, sent Rock Prog CD. The label also did its own electronic NETWORKS AND PR, 2013 Domino Recording Company/Weird Word Record Co to the media and promoters, as well as a Facebook album promotion, contacting the press, its partners, EP “Dreamzone” to key areas and early adopters of Ad campaign • Johanna Juhola Reaktori performed at the following and a number of local PR and communication agencies the British media, the campaign gained momentum • Jerry & Outlaws collaborated with Ashley Fayth, James venues: Rich Mix/London (9/4), The Apex/Bury online, which lead to significant exposure in print – Riley, Siomha Brock and Henri Växby (Dinner With • Svart Records’ contacts Nathan A. Birk and Kimmo St Edmunds (11/4), Colston Hall/Bristol (12/4), newspapers and magazines – and on the radio. The Daisy Records) in organising the concerts Kuuseniemi supported Jess and The Ancient Ones’ Lighthouse/Poole (13/4), NCEM/York (16/4), The album promotion with press releases plan was to raise awareness of the artist in the UK, after • The band gained new contacts for the live music mar- Stables/Milton Keynes (17/4), Mac/Birmingham which it is likely Europe and the US will take notice kets in the USA and Ireland • The album received good reviews in the British press, (18/4), The Sage Gateshead/Gateshead (20/4), The • The project was handled by publicists Nathan Beazer including a 8/10 review in Metal Hammer Junction/Cambridge (22/4) and Pontardawe Arts and Lauren Down, and achieved many of the goals • The project gave Svart Records valuable insights into Centre/Swansea (23/4). A total of 1110 people saw set by the record label and the PR the UK music scene and a better understanding of what the group’s performance on the tour Band secured new live music • Jaakko Eino Kalevi’s music and image could be found the next steps for the band and the label might be • The promoter of the concerts was Kapa Productions contacts through London shows on key tastemaker blogs at first and then spread to • The group hired a local PR agent to promote the tour magazines such as Vice and Dazed and Confused and and the album. In addition, their Finnish agent did was also covered in national papers such as the Evening some PR and contacted agents, festival promoters, Album reviewed in important UK media Standard and the Sunday Times. This exposure led to journalists and other relevant people who could ad- plays on national radio – on BBC 6 Music, for example vance the group’s career • When the campaign started in October, few in the UK • During the tour the group got new press contacts to had heard about the artist. By December, thousands utilise in the future. The tour got good reviews in The of people were talking about him and listening to Bristol Post, blogs and in worldmusic.co.uk, for instance. his music on SoundCloud and other platforms, and The band was also interviewed for fRoots, The Post communicating with him on Facebook and Twitter (York) and SOAS Radio (London), and their record • Jaakko Eino Kalevi will continue to use Dog Day PR’s got airplay on local radio stations services throughout 2014 as he will release his first • Johanna JuholaReaktori gained new audiences and album for Domino Recording Company in the spring/ their fan base on Facebook grew. The group also got summer, as well as other smaller releases invited back to some venues

First–ever Nordic act at Domino Group gained new audiences Recording Company on their debut UK tour

70 71 LIVEMUSICSTAGE.COM 2013 LCMDF / LCMDF MUSIC, VIVA MEDIA OY / JENKATEHDAS OY • The second part of the project took place 28 February LCMDF launched the first two parts of their “Mental Jenkatehdas Oy introduced LiveMusicStage.com – 25 July 2013. Jenkatehdas continued to work for Health” EP trilogy in the UK 2012–2013. With the – a live music venue online – to the UK market increased awareness of the online platform among export projects, LCMDF wanted to approach the through an export strategy project in 2012 and music industry professionals in 2013 young “internet generation” hipsters, bloggers 2013. The venture pursued potential customers • Roger Kent was taken on as a consultant for the project, and other young people who are active users of such as promoters, venues, festivals and studios. specifically with regards to the UK venue market. The social media. information he provided was used when creating the EXPORT PROGRAMME: EXPORT STRATEGY, marketing strategy for the project EXPORT PROGRAMME: NETWORKS AND PR, 2012 & EXPORT STRATEGY, 2013 2012 & EXPORT STRATEGY, 2013 • LiveMusicStage.com also gained visibility among con- 2012 sumers, when for example Metal Hammer reported on 2012 2013 symphonic metal band Epica’s live online performance • The first part of the project took place on their website • The launch of “Mental Health Pt. 1” took place Janu- • “Mental Health Pt. 2” was released 6 May 2013. The 9 May – 3 November 2012 ary–October/November 2012. The campaign focused first single “Douchebag” premiered on The Line of • 18 showcase gigs were streamed live through on the internet, local promotion and on creating long– Best Fit 22 April and was also played on BBC Radio 6 LiveMusicStage.com in 2012. These were realised in lasting contacts • The band performed at London’s Echo Chamber club collaboration with Metropolis Group and PRS for Music The awareness of the online music • The PR project was created in collaboration with con- night on 21 February, before heading for an extensive • Marketing Manager Jyri Forsström was based in London venue grew among media and sults Tim Dunham and Gary Walker, manager Liz Riches tour across Europe. The band opened for British artist during the project, establishing the platform in the UK industry professionals (Karakter Worldwide), visual artist Jaakko Pallasvuo, Jessie Ware during their tour by meeting with relevant contacts, such as MusicAlly, PR agent John Rogers (Projecta PR) and radio plugger • In connection with their Echo Chamber gig, a special Tech City London, UKTI and Pembridge Partners, and Luke Ellis (Rocket). The group signed contracts with 7–inch vinyl was released, featuring the LCMDF’s song by taking part in a number of industry events, such as the two last–mentioned during the export project “The Big Skip”. The band arranged a Facebook com- Digital Shoreditch • The band renewed their visual profile, creating a petition where users could win the vinyl by sharing its • The LiveMusicStage.com platform received over 10 distinctive LCMDF brand throughout their web site, cover photo on their Facebook pages. Over 70 people notable mentions in the media. The majority of these social media, promo pictures, record covers, as well took part in the competition, and the status update were from the UK. The platform was mentioned in as music videos was seen by over 11,500 Facebook users Metal Hammer and Prog Rock Magazine, for instance • “I Go Insane”, the first single from “Mental Health Pt. • Deidre Ritsche started as manager on 25 February. • Three channel agreements were made during the 1”, was released 5 September, after which the band The band then subtly rebranded themselves for the export project visited London for a week doing five live performances, UK and USA market interviews and photo shoots • LCMDF took part in Music Finland’s campaign, and • Besides blogs and online magazines, LCMDF reached were featured on the exclusive Record Store Day vinyl, key media in 2012. “I Go Insane” got its premiere on which was released 20 April The Guardian’s web page, while the second single “I • LCMDF increased its brand collaboration during this Want to Believe” was first heard on the Sky Sports TV project. Key partners were clothing brands Monki channel. LCMDF’s songs also got airplay on British and Weekday, who sponsored the band’s stage ware. radio – Huw Stevens of BBC1 included “I Go Insane” in LCMDF also started Record Store Day negotiations his playlist, while XFM radio personality John Kennedy with promoters, artistic producers, photographers and played the song “Paranoia” on his new music show a representative for an online music site. They also X–Posure. LCMDF’s music was also heard on BBC Radio continued their dialogue with record labels such as 6 in 2012 Atlantic Records, Kitsuné and Best Fit Recordings for • LCMDF’s Facebook likes reached over 16,000 during the release of the third part of their EP trilogy the Networks and PR project in 2012, making the UK the group’s third biggest market area, according to Facebook statistics Duo’s singles exclusively premiered on UK media outlets

72 73 MILLENNIUM MONODRAMAS “LELELE” AND “NOTHING / RENAISSANCE MAN ART & SCIENCE AY TO DECLARE” / THE HELSINKI FESTIVAL FOUNDATION & MUSICA NOVA HELSINKI Finnish electro band Millennium was launched in the UK through record releases and an accompa- The Helsinki Festival Foundation and Musica Nova nying PR campaign. The main goal of the project Helsinki presented two monodramas at the Hud- was to introduce the band to the internationally dersfield Contemporary Music Festival 18 No- most followed British press and local tastemakers, vember 2012 – “Lelele” by Lotta Wennäkoski and and to find a suitable agent and manager for “Nothing to Declare” by Perttu Haapanen. the artist. EXPORT PROGRAMME: LIVE, 2012 MICHAEL MONROE EXPORT PROGRAMME: • UK premiere of both monodramas / MONEY CASH FLOW OY NETWORKS AND PR, 2012 NEW GENERATION OPERA • The performance took place at the 350 seat Lawrence • The new band was introduced to the media by a free / NEW GENERATION OPERA OY Batley Theatre in Huddersfield, during the opening The project focused on promotion, marketing three–track release called “The Millennium Start–Up weekend of the festival, when the most important and tour operations in connection with Michael Kit”, and an associated video and online campaign. New Generation Opera’s artistic and technical performances are seen and when most industry pro- Monroe’s new album “Horns and Halos” in 2013. This was followed by the group’s first official release, team visited the Royal Opera House in Covent fessionals attend the festival The main targets of the initiative were British the “Terms & Conditions” EP on the London–based Garden, London, to learn about their opera film media, agents, labels and PR agencies. Greco Roman label • The monodramas were performed by the Plus Ensemble production and to network with British colleagues – Mikko Luoma (accordion), Heikki Nikula (clarinet) • The group planned the project in collaboration with for possible future collaborations. EXPORT PROGRAMME: and Erkki Lahesmaa (cello). Vocalists were Nicholas London–based design agency Åbäke, music consul- EXPORT STRATEGY, 2013 Isherwood (bass–baritone) and Pia Freund (soprano). EXPORT PROGRAMME: tation and tour managing office Lord Nelson and The monodramas also brought forth the work of pho- NETWORKS AND PR, 2013 • The project also aimed at securing new management, PR agency Purple PR. The visual side of the PR efforts tographer Elina Brotherus and director Tomi Paasonen sponsorship and marketing collaborators was commissioned to the Berlin–based Fertig Design. • The trip took place 25–27 April. The main goal was • A showcase–type gig was arranged in London in the Tailored Communication, led by British Melissa Taylor, • The Huddersfield Contemporary Music Festival was to get useful tips that New Generation Opera could spring, and the first single from “Horns and Halos” was responsible for online PR. Advertisements were in charge of marketing the event, which was done apply to their own multimedia production of “Don came out in May. The album was released in August. secured on relevant websites such as Fact Magazine through BBC 3, the Huddersfield festival website and Giovanni”, which was shown at the Helsinki Festival outdoor signage, for instance in August 2013, as well as online During the export project an eight–gig UK–tour was • The campaign reached out both to music media and also arranged 27 November – 4 December the British lifestyle press. Millennium was featured • As a result of the festival performance, Musica Nova • The team got to watch one of Royal Opera House’s op- • Partners included Universal Music Group/Spinefarm in a number of papers and blogs, including FACT, Helsinki’s position as one of the leading European era video productions first–hand 26 April, and learned Records, The Agency Group and Duff Press. Money Wonderland Magazine, Art Wednesday, This is Fake music producers was strengthened about camera angles, lightning, mixing, editing etc. Cash Flow realised the project in collaboration with DIY, Electronic Beats and Dummy – knowledge that New Generation Opera later could apply on their own production Fullsteam Live and Fullsteam Management • The project led to Millennium signing a deal with • The group’s contact at the opera was Sound and • Michael Monroe has a long and successful career in English booking agency Little Big. Following the Musica Nova strengthened its position Broadcast Manager Steven Zissler the UK (Hanoi Rocks, Demolition 23 etc.) and this good reception of this initiative, a deal was made internationally through this production knowledge was used in the venture for the band’s next album also to be released on the • After the visit, the British opera continued discussions • The band gained the desired media attention, and Greco–Roman label. The band also started a trial with New Generation Opera both during and after was featured in for instance The Sun. The band’s period with British manager Alex Waldron, who has their production of “Don Giovanni”, and Royal Opera singles were also included in several radio channel’s previously worked for Island Records and XL Records House’s sound team confirmed that they are available playlists, including Team Rock Radio, Planet Rock for future consultations. Royal Opera House also of- Radio, Bloodstock Radio, Metal Express Radio and fered New Generation Opera consultancy on how they Star Radio. The fan activity on Facebook and in the could develop their export product further Michael Monroe Street Team increased during the Extensive promotional campaign • As a result of the project, New Generation Opera has band’s UK tour supported the release of the started discussions with London City Festival’s Director • During the project, a radio and TV promotion agree- band in the UK Paul Gudgin on a possible future co–production ment was eastblished with Duff Press as well as a booking agency agreement with Dan DeVita of TKO

Initiated fruitful collaboration with London’s Royal Opera House New album material featured on a number of UK radio stations 75 ODDARRANG PEPE DELUXÉ / ULTRATONE OY / ANNAMAIJA MUSIC COMPANY KY Pepe Deluxé visited London in the autumn of 2012 This project focused on the promotion of jazz/ to promote the deluxe edition of their “Queen of post–rock group Oddarrang’s new “In Cinema” PEKKA PYLKKÄNEN HI–FI QUINTUPLET the Wave” album, and to perform at London’s album, including a four–gig tour across the UK / PUTKIMUSIC PRODUCTIONS Scala venue on 12 November. in September 2013. EXPORT PROGRAMME: Pekka Pylkkänen performed at the UK’s leading EXPORT PROGRAMME: LIVE & NETWORKS AND PR, 2012 jazz venue Ronnie Scott’s Jazz Club with his NETWORKS AND PR, 2013 new band Pekka Pylkkänen Hi–Fi Quintuplet in • The live concert gathered an audience of 450 people, • The export project strived at getting as much publicity November 2012, and did a six–gig UK tour in the and was the band’s first gig in London OSMO IKONEN / OSMOS MUSIC and as broad a fan base as possible for the “In Cinema” spring of 2013. • The band wanted to reach out to their existing fan album in the UK market base as well as a new audience, and to show that the EXPORT PROGRAMME: Singer–songwriter Osmo Ikonen travelled to • The tour included performances at Band on the Wall/ LIVE, 2012 & LIVE, 2013 new Pepe Deluxé was something different than the Manchester (12/9), Kings Place/London (13/9), New London three times in 2012 for several sessions DJ–based group in the ‘90s with British musicians. One of the main goals was 2012 Greenham Arts Centre/Newbury (14/9) and Chapter • Promotion was done in magazines, on the internet to get to know British record labels, publishers Arts Centre/Cardiff (15/9). Almost all of the shows and on the radio • The Ronnie Scott’s performance 27 November gathered were sold out and artists. a crowd of 300 people. The club was responsible for • The band received a lot of publicity, including a re- • The tour was produced by Edition Records, who also EXPORT PROGRAMME: the promotion of the gig corded BBC session and an interview with Artrocker released the album in question NETWORKS AND PR, 2012 magazine, who selected the original version of the • Pekka Pylkkänen met with industry representatives, • The group did interviews with Jazzwise Magazine and album as its “record of the month” • The trips took place in September (3–6), October local musicians and visited London institutions such BBC Radio 3, and were also featured in a number of (3–11) and November (11–13) as The Royal Academy of Music as part of his trip. • The project led to Asthmatic Kitty deiciding to release online media channels the deluxe edition of the record in the USA. Within a • Sony Music UK’s Managing Director Nick Gatfield and • Putki Music Production signed a deal with a local PR • Oddarrang signed a publishing deal with Westbury month of the gig in London, the band received rele- Peer Music UK’s Nigel Elderton are two of the industry agency for the marketing of the upcoming spring 2013 Music Ltd vant gig offers from Switzerland, Russia and Croatia representatives Ikonen met as part of this project tour. Several venues also expressed their interest in • Ikonen collaborated with the following songwriters: Pekka Pylkkänen Hi–Fi Quintuplet ensemble Bayku, Pete “Boxta” Martin, Dele Ladimeji, Jonas 2013 Westling, Nick Southwood, Stuart Roslyn, Nicky Cook Signed publishing deal Promotional campaign resulted (of Missing Andy) and Ben Phil during export project • The 2013 tour visited both England, Wales and Scot- in broad print and radio coverage • Other partners include BMG Chrysalis, Budde Music land: Blue Lamp/Aberdeen (18/4), Dyce Academy/ UK and Invasion music Aberdeen (19/4), Charlie Wright’s/London (20/4), • Following the export programme, Ikonen made a deal 606/London (23/4), Café Jazz/Cardiff (24/4) and with Sony Music Finland, and a full–length album Watermill Jazz/Dorking (25/4) is scheduled for the spring of 2014. Sony Music UK • The performances reached an audience of 535 in total has also expressed interest, but the extent of their • Pylkkänen aimed at approaching new audiences who involvement depends on the release’s success in Fin- hadn’t encountered Finnish jazz previously land. Ikonen got several new contacts through the • Local partners on the tour were the clubs themselves, songwriting sessions and one of his songs is about to bloggers and jazz specialists who worked on the tours be included in British artists Si Cranstoun’s next album as well as BBC Scotland, who assisted in the promotion (Warner Music) • With the tour, the ensemble was able to build their fan base in the UK • The group received several gig requests. Pylkkänen Collaboration with UK songwriters has also secured projects at British colleges and uni- versities – an important market area in the field of jazz

Performed at the legendary 76 Ronnie Scott’s Jazz Club 77 PERTTI KURIKAN NIMIPÄIVÄT AND ”THE 2013 RECKLESS LOVE / HINTERLAND OY Fleece/Bristol (16/10), Sub 89/Reading (17/10), Barfly/ PUNK SYNDROME” FILM / HELSINGIN London (18/10), Cockpit/Leeds (20/10), Academy 2/ LYHYTAIKAISKOTI JA TYÖPAJA LYHTY RY • Pertti Kurikan Nimipäivät did 5 gigs in the UK Music Finland supported Reckless Love’s live per- Oxford (21/10), Cavern/Exeter (23/10), The Haunt/ in October: The Macbeth/London (1/10), Warfh formances as well as their promotional activities Brighton (24/10) Pertti Kurikan Nimipäivät did a promotional visit Chambers/Leeds (2/10), Heeley Sport and Social Club/ in 2012. The objective of the project was to create • For their Networks and PR ventures, Hinterland invited to the international film festival Sheffield Doc/Fest Sheffield (3/10), Green Door Store/Brighton (4/10), a broad record buying fan base by arranging a Kerrang! magazine to Finland to do a feature about 2012, where they performed in connection with The Lexington/London (5/10) tour that covered a wide spectrum of audiences, the band. The magazine’s photographer and stylist the screening of “The Punk Syndrome” – a much • The band’s performances reached 1300 people in and to achieve valuable media visibility. visited Finland on 5–6 September 2012. The article was talked about documentary featuring the band. total. Three of the five gigs were sold out published in the October 2012 issue of the magazine EXPORT PROGRAMME: The band returned to the UK in the autumn of • The marketing efforts included social media, posters LIVE & NETWORKS AND PR, 2012 • Reckless Love received a lot of media attention in 2013 for a five–gig tour. and flyers. The band was also featured in a regional British music magazines during the project, which also • Reckless Love performed at the Download Festival in reflected on the number of people at the live shows and EXPORT PROGRAMME: radio show Donington Park 10 June 2012. The festival’s capacity the activity on the band’s Facebook page. The band’s LIVE, 2012 & LIVE, 2013 • The UK tour was covered by Mojo magazine and other is 100 000 people Facebook followers increased by 2500 during the tour regional media 2012 • The tour consisted of the following gigs in October • Hinterland’s partners on this project were record label • The group signed record and distribution deals with JT 2012: Barfly/London (4/10), The Corporation/Sheffield Universal/Spinefarm, agent Jim Morewood/E.G.O., • The goal of the project was to find a UK distributor for Classics and Constant Flux. The band also started ne- (5/10), Academy 2/Newcastle (6/10), Cathouse/ publicist The Noise Cartel and promoter Live Nation the film, and to secure UK shows for the band gotiations on a future performance at Brighton Festival Glasgow (8/10), The Cellar/Southampton (9/10), UK, as well as individual promoters and clubs • Six performances in Sheffield 14–17 June 2012. An • The group agreed to start a collaboration on a cultural Sugarmill/Stoke(10/10), Barfly/London (11/10), estimated 2200 people saw the band perform exchange programme for groups with special needs Waterfront/Norwich (12/10), Rock City/Nottingham • The media interest was big, considering the band’s (13/10), Club Academy/Manchester (15/10), The previous popularity in the UK. The band and the film Increased visibility in the UK through were featured in for instance the following media: touring and media collaboration Cinetalk.tv, Close–UpFilm.com, CocoNut Boots Signed record and distribution deals Reviews, DocGeeks, Fohnhouse.com, Article Magazine, Netribution, No Rip Cord, Docs And Festivals, BBC Radio Sheffield, Musicfilmweb.com • The export programme resulted in a mini–tour for the band in the UK, and distribution of the film in 15 cities throughout the United Kingdom

78 79 SAARA AALTO / YUME RECORDS OY

Yume Records introduced Finnish artist Saara Aalto to the UK pop audience through a promotional campaign that commenced in March 2013.

EXPORT PROGRAMME: NETWORKS AND PR, 2013

• The main goal of the project was to advance the art- ist’s career internationally, and to get industry and media contacts RIPATTI RECORD LABEL • Metropolis Artist Management was employed to be / VLADISLAV DELAY MUSIC OY in charge of the PR activities, and their contact net- work was used to identify relevant connections for Sasu Ripatti of Vladislav Delay Music launched the artist’s career a record label called Ripatti in the UK in 2013, • As part of the project, renowned British mixer Edward focusing on limited vinyl editions. The export pro- “UK” Nixon mixed Saara Aalto’s single “You Had My gramme enabled the company to promote the SANSA / TEXICALLI RECORDS OY 2013 Heart” new label and thus gain publicity. & MOSHFISH HELSINKI OY • In the autumn of 2013, Sansa relocated to London EXPORT PROGRAMME: Singer–songwriter Sansa performed at the as part of her export strategy project. There she net- NETWORKS AND PR, 2013 Liverpool Sound City festival in May 2013, followed worked with local musicians, producers and promoters, • The project took place between July and December Collaboration with by a club show and radio session. In the autumn, while increasing her local fanbase by doing local gigs 2013 renowned mixer/producer she relocated to London enabling intensified work in collaboration with Karousel Music and eARmusic • The label started late 2013 and released two vinyl in the market. • Local consultants include Nikke Österback of Saari EP’s before the end of the year: Ripatti01 – “Ripatti Ltd., who provided support on developing the artist’s EXPORT PROGRAMME: online visibility and brand, and Paul Spraggon of SSB (Vladislav Delay)” and Ripatti02 – “Heisenberg LIVE, 2013 & EXPORT STRATEGY, 2013 (Vladislav Delay & Max Loderbauer)” Solicitors, who assisted Sansa in identifying relevant 2012 PR agencies and producers, as well as consulting her • Thanks to the export programme, the label was able on legal issues. Producers and mixers Eddie Kramer, to buy print advertising in The Wire and create a pro- • She performed three times during Liverpool Sound City: Bob Clearmountain, Andy Bradfield, Chris Porter and motional campaign in collaboration with LittleBig The Brink (2/5), The Leaf Café (3/5), Heebie Jeebies Sven Lens coached Sansa on her musical direction and Marketing & PR (4/5). The shows were seen by about 140 people in will continue to do so in 2014 • The label only features Sasu Ripatti’s solo works and total. The festival’s PR team was responsible for the • Sansa did co–writing sessions with DEEDS (to be pub- collaborations. Distribution of the vinyl records is han- promotion of the gigs lished spring 2014), Chris Coco (to be published spring/ dled by the Manchester–based specialist music website • The club gig took place at The Bedford pub in summer 2014) and Chris Sheehan and JJ Cinnerman Boomkat.com through a contract that was reached as London (6/5) (to be published spring/summer 2014) a result of this project • Sansa did an interview and recorded a session for • Between October–December 2013, Sansa’s Facebook Monocle Radio’s Culture show. This was broadcast likes and Twitter followers increased by 30 percent in July online • Sansa’s next EP will be published in the spring of 2014, • The artist gained more Facebook and Twitter followers Launch of new label accompanied with UK as its main target market. The artist will con- as a result of the live performances by marketing and PR campaign tinue to be based in London at least until April • Sansa secured a sponsorship deal with sE Electronics during the live project, and made agreements on co–writing sessions Relocation to London for intensified collaboration with local music industry players

80 81 SIGNAL LIFE / SIGNAL LIFE OY Finnish record label Signal Life intensified its presence in UK through a promotional campaign comprising both PR activities for recent label releases and a live event in January 2013. The goal was to establish the label’s media presence in this market area.

EXPORT PROGRAMME: NETWORKS AND PR, 2012

• The export project took place between November SIN COS TAN / SOLINA RECORDS AY 2012 and February 2013 • The project included the promotion of the label’s three Solina Records promoted electronic duo Sin Cos most recent releases, and the realisation of a label Tan in the UK with two different campaigns taking night in London in January 2013, where the label roster place in 2013. In the spring, the label focused on for the T in the Park festival in the summer of 2014 performed at Peckham Palais in London SATELLITE STORIES promoting the “Bittersweet” single specifically for • Signal Life collaborated with Kim Smith at PR agency / SATELLITE STORIES OY • Cool Delta did a DJ PR campaign, which was successful radio, while the band’s new “Afterlife” album was Phoenix Music Group on the project in that many DJs included Satellite Stories music in in focus in the autumn. Indie–pop band Satellite Stories had a two–part their sets. The band also received direct feedback • The label and its artists were noted in the media, in- EXPORT PROGRAMME: export project. In early 2013, the band focused from DJs over Twitter. Amazing Radio included “Kids cluding Abeano, Dazed and Confused, XLR8R, Vibe NETWORKS AND PR, 2013 on promoting their debut album “Phrases to Break Aren’t Safe in the Metro” on their track list, and it was and Flavourpill, for instance. Signal Life also gained the Ice”, and doing a connecting four–gig tour in reviewed in Shortlist magazine • With the radio promotion for “Bittersweet”, the goal blog contacts as a result of this export venture the UK. In September 2013, the group introduced • The marketing of the second album “Pine Trails” start- was to continue to build on Sin Cos Tan’s positive recep- their second album “Pine Trails” to the UK indus- ed in September 2013. It was coordinated by Quite tion in the UK, gaining a new fan base and increased try, media and audience through a promotional Great Press and Wild Promotion, and focuses on ra- visibility. The label wanted to approach a broad group campaign. dio, online, press and DJ promotion. The album was of people, including radio music supervisors, journalists, Label establihed itself among UK media released 1 November by XYZ Berlin and distributed UK agents, booking agencies, distributors as well as through PR operations and label night EXPORT PROGRAMME: NETWORKS AND PR/ by Cargo Records radio listeners and record buyers LIVE, 2012 & NETWORKS AND PR/LIVE, 2013 • The first single from the second album, “Campfire”, • The PR efforts were realised by Pivotal PR and Solina • The promotional activities for the first album started in reached number 1 on Hype Machine’s chart of the most Records in January–March 2013 February 2013. The first single “Kids Aren’t Safe in the blogged about songs on the internet in September • “Bittersweet” was played on both BBC radio and XFM Metro” was released 29 April. The album itself was came 2013. Songs from the album were picked up by Amazing several times, while iTunes downloads and the number out 6 May, followed by a second single “Scandinavian Radio, Jemm Two Radio, XFM and BBC London of plays on Spotify increased in the UK Girls” on 17 June • The band’s video for “Campfire” was featured on Chan- • The PR and information campaign for Sin Cos Tan’s • The releases were administered by XYZ Berlin, Tri–Tone nel 4’s Sunday Brunch TV show 24 November 2013 album “Afterlife” started in August and continued Records and Popular Records. Tri–Tone PR, Popular • Satellite Stories reached an agreement with Sky Sports throughout December 2013 Plugging and Cool Delta were in charge of the market- TV channel, who will use the “Campfire” song in pro- ing of the releases, and PIAS and Tri–Tone distributed • Alchemy PR Ltd was taken on to do online and print grammes connected to the English Premier League the releases both physically and electronically promotion for the album in the UK • Satellite Stories performed at the following venues: Birthdays/London (24/5), Sound Control Club/ Manchester (25/5), O2 Academy2/Bristol (26/5), Rock Successful PR campaigns around City Basement/Nottingham (27/5). The three latter Two studio albums released during export single and album releases shows were part of the Dot to Dot festival. The shows project – gathered wide media coverage were realised in collaboration with X–Ray Touring and songs featured on major TV channels • Following the live shows, the band was offered a tour together with UK band Saint Raymond, and a gig offer

82 83 TERVEET KÄDET / REDBERG AGENCY OY THE LATEBIRDS / GRANDPOP OY Terveet Kädet performed at the Rebellion Festival in Blackpool 2013, a key event in the British punk The Latebirds released their album “The Last of the rock scene. The goal for the UK visit was reach out Good Ol’ Days” in the UK in May 2012 and did a to British punk fans, and to find a publisher and promotional campaign in connection with it. The promoter for the band. goal was to introduce the band to British media.

EXPORT PROGRAMME: LIVE, 2013 EXPORT PROGRAMME: NETWORKS AND PR, 2012 • The performance took place 10 August for an audience of 900 people. Through the festival gig, the band was • The band employed Paddy Forwood PR for the project able to approach a much broader audience than they • The band gained visibility in key music media such SUPER8 & TAB / SUPERTAB MUSIC OY THE BLASTER MASTER would have reached with a normal club show as Q magazine, Uncut and MOJO. This, in turn, led to / VALOA POHJOLAAN RY • As a result of the visit, negotiations started with Jello more airplay on radio and more likes in social media Trance music producer and DJ duo Super8 & Tab Ska band The Blaster Master did two festival per- Biafra of the record label Alternative Tentacles re- • The Latebirds were offered a partnership with headlined at London’s legendary Ministry of Sound formances and one club show in the UK in August garding Terveet Kädet’s upcoming album English Free Trade Agency as well as a joint UK tour club in March 2013. For the show the duo did 2013. The tour enabled the band to make contacts with American artist Father John Misty (the tour was special branded visuals that were presented on • The band gained a lot of new contacts, specifically in the UK, which is a new territory for the band. rescheduled for the autumn of 2012, which did not fit the screens during the three–hour show, which was within punk labels. Their performance at Rebellion EXPORT PROGRAMME: LIVE, 2013 with The Latebirds’ schedule) also broadcast online worldwide. Festival also opened up for other Finnish acts joining the line–up in the future. According to the RedBerg • The band played at the following venues: Gas Rockin’ EXPORT PROGRAMME: Agency, negotiations have started for Pertti Kurikan Blues/London (15/8), Folkestone Ska Splash/Folkestone NETWORKS AND PR, 2013 Nimipäivät to play the festival in 2014 (16/8), Crystal Palace Garden Party/London (17/8) • After the show, Super8 & Tab increased its reputation • The size of the audiences ranged from 200 at the Key UK music media covered worldwide and started negotiations for a new show London show to 1200 at Folkstone Ska Splash band’s new release at the club • Through the export project, the band started discus- • Following the performance, Super8 & Tab also secured Festival performance gathered sions with festival producer Mike Fox (Crystal Palace a headline show in Leeds in May, 2013. Their next big crowd of 900 people Garden Party), Robert Hingley (Cubo Consulting/ performance in London was at the South West Four Megalith Records) and John Simms (booking agent, Festival in August promoter), with whom the band talked about future • UK is a central market for club music, as most labels performances in the UK and DJ managers are located there. The rest of the • The activity around the band in social media outlets world follows UK’s club music scene, so success in that such as Facebook, SoundCloud and MySpace became market is reflected elsewhere too more active as a result of the project • The duo hired called Alchemy PR for the UK promo- tion. The company’s networks and experience ensured that Super8 & Tab’s releases were featured in the club scene’s most important media Band seen by 1200 people at Folkestone Ska Splash

Important visibility through headline show in London

84 85 ”TURING MACHINE” MULTIMEDIA PRODUCTION / OOPPERA SKAALA RY

Ooppera Skaala and their multimedia production “Turing Machine” was invited to perform at the International Congress for the History of Science held 21–24 July 2013 in Manchester. This was the first step in Ooppera Skaala’s objective of internationalising their activities.

EXPORT PROGRAMME: LIVE, 2013 VERNERI POHJOLA QUARTET • Ooppera Skaala did two performances of the show. AND ODDARRANG Both performances were held at Capitol Theatre, and / ANNAMAIJA MUSIC COMPANY KY gathered an audience of around 150 per night • The play tells the story of Alan Turing, an English math- Jazz acts Verneri Pohjola Quartet and Oddarrang ematician who worked at Manchester University from performed at Newcastle’s Gateshead Interna- 1948 to 1954 – thus the connection with the congress tional Jazz Festival 6–7 April 2013. The goal was and Manchester to reach UK media, other festival promoters and • The congress organisation was responsible for the British jazz audience. The project was marketed • An extensive promotional campaign was created on- THE NEW TIGERS, BLACK TWIG promotion of the two shows as part of the festival’s Jazz from the North series. & BIG WAVE RIDERS / SOLITI OY line via Facebook, Twitter and Tumblr. Also, the show’s • Following the two performances, Ooppera Skaala got local promoter Projekta assisted in getting articles in several new contacts and request for additional shows EXPORT PROGRAMME: LIVE, 2013 London’s art newspaper Snipe, The Line Of Best Fit and Soliti artists did a series of London shows, including • The groups had three performances at the festival in other listings in magazines. Clash magazine premiered a label night called Club Soliti in London in May venues with capacity of 160 people one of the band’s videos prior to the shows. Subsequent 2013 leading up to The Great Escape festival in articles on the Club Soliti evening included a picture • The performances were important in growing visibility Brighton and the launch of the label in the UK New international contacts gained spread on Influential USA site Prefix magazine of both acts. They got good reviews and were also able that autumn. The objective of the shows was to through congress performance to sell a lot of albums at the festival site attract future fans for the artists and the label. • The shows provided valuable exposure for all three bands in the UK market, which was proven by the • After the performance, Verneri Pohjola Quartet was EXPORT PROGRAMME: healthy audience that came to the Club Soliti show invited to perform at London Jazz Festival 2013. Alexi EXPORT STRATEGY, 2013 Tuomarila Trio (in which Oddarrang frontman Olavi • During the export programme, Big Wave Riders’ track Louhivuori also plays) was also invited to perform • The New Tigers, Big Wave Riders and Black Twig all was picked up by an advertising agency and their song in London. Promoter Serious expressed their will to performed at the Soliti label night held at The Old “Waiting In The Wings” has already been placed in a UK continue working with Annamaija Music Company Blue Last in East London 14 May advertising campaign for 02 Priority. Soliti has ongoing on London Jazz Festival and the Take Five project • Besides the joint show, The New Tigers also played at discussions with distributors and gigging agencies. two other venues in London: Brainlove Festival/The Soliti will also continue to collaborate with Projekta Windmill (11/5) and Power Lunches (12/5) while Big for promotion work for the label’s catalogue in the UK Wave Riders had an additional London gig at Club Projecta/The Black Heart (15/5) Finnish artists received further concert invites following the festival appearances • The total number of people reached with the London Live events introduced label and shows was 800 its roster to UK audiences

86 87 ZEBRA AND SNAKE / KIEKU MUSIC MANAGEMENT AY

Electronic pop duo Zebra and Snake released their debut album “Healing Music” in the UK in June 2012. A broad promotional campaign was created in connection with the release, reaching out to blogs, printed media, radio as well as television.

EXPORT PROGRAMME: NETWORKS AND PR, 2012

VÄRTTINÄ, WIMME & RINNERADIO • The first single from the new album was released in / T:MI ROCKADILLO RECORDS May. The album release in June was followed by a sec- ond single release in July and a third in November 2012 Rockadillo Records promoted a selection of its • The band had a broad target group, reaching out to roster’s releases in the UK in 2012–2013 through 15–35 year–olds with blogs and television, and 25–45 marketing campaigns focusing on print media. year–olds with traditional print media The aim was to increase the awareness of the • Five PR partners were employed for the project: Free- VON HERTZEN BROTHERS stores, pubs, clubs and gyms, for instance. Kerrang TV artists in the UK and to reach out to industry profes- man PR (press/online), Mud Hut PR (online, blogs), / BROTHERS INCORPORATED OY also included the video on their playlist and Planet sionals such as distributors and festival promoters. Rock Radio included that song, as well as the band’s Chief PR (television), Ish Media (radio) and Turner- EXPORT PROGRAMME: Spear (radio) Prog–rock band Von Hertzen Brothers released other new single “Flowers and Rust”, on their A–playlist NETWORKS AND PR, 2012 their album “Nine Lives” in March 2013 and re- • Von Hertzen Brothers were nominated in Prog • The increase in media coverage was significant. The alised a promotional campaign in their main Magazine’s Prog Awards 2013 in the categories of • The marketing campaign included the promotion band was featured in The Independent, Sunday Times, market area – Great Britain – in 2013 in order best “Breakthrough Artist” best “Anthem”, winning of world–music group Värttinä’s album “Utu” in the The Line of Best Fit, Bowlegs and Drowned in Sound, for to achieve as much visibility as possible in that the latter one special summer festival and WOMEX issues of fRoots instance, as well as on a morning TV show. The band was also mentioned in a number of blogs in the UK territory. The goal was to reach out to new fans, • During this export project, the band signed a deal with and Songlines in the summer and autumn of 2012 a broader audience and the media. promoter Andy Copping of Live Nation UK. • Rockadillo Records collaborated with Proper Music • The band secured a new agent through the Coda Distribution on creating the Värttinä campaign, which Agency EXPORT PROGRAMME: NETWORKS AND PR, • By collaborating with local partners, Von Hertzen 2013 & EXPORT STRATEGY, 2013 Brothers was able to strengthen its position within the included news pieces and special features built around British industry. The local partners included Factory the new album and the WOMEX Artist Award, which • A key focus of the promotional activities was radio, and Music & Management (agent), Savage Gringo (PR the group received in 2012. Rockadillo Records also Steve Ager of Chachaman was employed as radio and Significant media coverage gained agency) and Turning Rebellion (graphic design and secured print ads and a place on Songlines CD com- TV plugger to promote the album’s single “Insomniac”. through multi–platform PR project production) pilation “Top of the World” Ager has previously worked with artists such as Nirvana, • With this export project, Rockadillo Records was Guns N’ Roses and U2 • The band’s Facebook likes increased with 7500 in 2013. Von Hertzen Spirits, a street team for the band, also able to confirm the UK release of for instance • The album was also promoted in print and through was founded in December 2013 RinneRadio’s album “StaRRk” a number of online channels. Lailah O’Donnell of • RinneRadio and Wimme, also part of the label roster, Spinefarm Records was responsible for this performed at the LIFEM festival in London 2012 • Von Hertzen Brother’s UK shows were attended by major • The awareness of the label and the publicity and sales rock media, and the gigs were also actively reviewed The song “Flowers and Rust” selected of its releases increased in the UK as a result of this and featured in regional media best “Anthem” at Prog Awards 2013 initiative • As a result of the PR activities, Von Hertzen Brothers were featured on the British music television channel Scuzz. Scuzz listed the “Insomniac” video on Soundnet, which meant it was shown on 4000 screens across RinneRadio and Wimme performed at LIFEM 2012

88 89 The years 2012–2013 have been successful for Finnish music in the United Kingdom. As presented in this report, we achieved the main objectives that were set up to monitor the operations of the initiative. We would like to send our most sincere thank you to our artists and industry people in Finland for their work and to our partners in the UK for fruitful collaboration.

The work is certainly not over. As a matter of fact, the initiative was only a kick–off in launching partnerships and introducing Finnish music to the industry, media and general public in the UK.

As proof of this, Finland will be the lead international partner of The Great Escape in Brighton 8–10 May 2014. The industry and showcase event presents festival–goers with over 400 new artists, from local to international acts, across 35 venues throughout the city, and hosts a variety of insightful industry talks, panel debates, targeted networking sessions and keynote interviews for industry professionals and music Following business fans. Finland will present a large number of new acts and music companies at the event.

Music Finland’s collaboration with Record Store Day will continue in 2014. Developing a concept that proved successful in 2013, a 10–inch up on the vinyl featuring six promising Finnish acts curated by The Line Of Best Fit will be released as part of Record Store Day UK. The record will also be a part of the official Record Store Day programme in the US and Germany.

Music Finland will continue to develop the presence of Finnish music in UK Initiative all genres. For example, we will host a visiting programme for Finnish metal music managers in the UK in June 2014. We will keep develop- ing the Nordic Ja Ja Ja club night and festival concept in London with our Nordic colleagues, while looking for new partners for additional productions in jazz, folk, world and classical music. Furthermore, we will continue to invite key British media and industry players to Finnish festivals during the year. We will make sure Finnish music is on display in the future as well.

We would once more like to thank our partners and funders for making the Music Finland UK 2012–2013 initiative successful. Join the move- ment – Finland sounds better with you!

Riku Salomaa, Project Manager Music Finland

90 91 CONTACT

Mr. Riku Salomaa Mr. Tuomo Tähtinen Project Manager • UK Executive Director [email protected] [email protected] +358 (0)40 705 2606 +358 (0)44 069 8000

Music Finland Report compiled by Urho Kekkosen katu 2 UK Project Assistant Jenni Tuovinen 00100 Helsinki Graphic design by Finland Agency Leroy www.musicfinland.fi UK illustration by www.facebook.com/musicfinland Jesse Auersalo/Agent Pekka Twitter: @musicfinland Tel: +358 (0)20 730 2230 Proofreading by Wif Stenger