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.