The Volvo Hall at Scandinavia House was humming to the sound of networking, when close to a hundred record industry professionals met at the Nordic Music Seminar, hosted by Music Export Norway, Music Export Denmark, the Norwegian and Danish consulates in New York City, and the Norwegian embassy in Washington, D.C. The seminar focused on how the American music industry works, but also offered ample opportunity for Nordic music professionals to meet their U.S. counterparts.
The speakers were hand picked from the top echelons of American music, and delivered personal advice on how to succeed in the American music business.
“With a music market that is already very full, it’s important to keep for Scandinavian artists to be original and keep the ‘Scandinavian-ness’ that sets them apart from American music,” said Adam Shore, General Manager of Vice Recordings.
“Getting into the American market takes a lot of time and broad support from home.”
The formal part of the seminar was ended by Seymour Stein, a record executive who signed such legendary acts as the Ramones, Talking Heads and Madonna. He pointed out that at the end of the day, the thing that matters is not the outrageous clothes, the in-your-face attitudes or even the language:
“In real estate, the important thing is location, location and location. In the music industry, it’s the songs, the songs and the songs,” Stein said.
“Language is not a huge issue – think of how many people who go to see the opera in a language they can’t understand. The quality of the songs is what matters, and with great songs, a Scandinavian artist can surely break into the American market, no matter what language.”
Scandinavia House was packed as American music professionals gave their advice to their Scandinavian colleagues. (Photo: Jonas Vebner / Music Export Norway)