Spot on Denmark

Marketing music to promote a particular nation? All you have to do is produce some glitzy material, hire   trendy nightclub in the capital city of the country you want to make it in, and then just spoil a mob of party-animal industry types with live music hors d’oeuvres and lots of free drinks. Right?!

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Erase and rewind. If they even remember anything the next day when the hangover kicks in it’ll probably be a blurred mixture of coloured cocktails and a band that was called, err, ‘something or other’. No, a completely different strategy is called for, according to Music Export Denmark (MXD). The organisation has staged successful “Spot on Denmark” events in Belgium, the Netherlands, Luxembourg, Germany  and France in recent years in collaboration with ROSA — the Danish Rock Council — and DUP (Danish Independent Records Labels).

Instead of trying to force feed industry people with Danish music, MXD tries to engage record company people, managers, venue staff and journalists in choosing what music they’d like to get to know better.

“What’s unique about Spot on Denmark is that we build on a ‘pull’ strategy. It’s the local industry people who decide what we promote in their regions. For example, we invite them to the Danish SPOT festival in Aarhus, where they help decide which bands should take part in Spot on Denmark events in their countries. It stops MXD acting like some kind of omniscient arbiter of taste. Greater involvement helps push the music,” says Thomas Rohde, the head of MXD .

The strategy pays good dividends. Following a promotion in Brussels in 2007, melancholy dreamrockers Murder played several gigs around Belgium, and ended up selling more records there than at home.

[…]

The 2008 promotion in the three Benelux countries also generated a great deal of media coverage for the groups Slaraffenland, Tone and Said the Shark, who have since had contracts waved under their noses for record deals and/or live gigs. “SPOT on Denmark is a good method of building Danish music as a brand. It’s all about drawing the links between the big hits – like Trentemøller and Alphabeat – and Danish music as a whole. It helps up-and-coming Danish bands on their way. In the autumn, when SPOT on Denmark came to Utrecht in the Netherlands, a lot of people told us the hype about Danish music right now is on a par with the buzz that surrounds Icelandic music. Names like Saybia, Mew and Under Byen are well-known among music fans in the Netherlands. The whole of the Danish scene is skyrocketing because the music is associated with quality, excitement and innovation,” says Thomas Rohde, who plans to roll out the SPOT on Denmark concept in several other countries.

Photography: Raw Format
Text: Anders Houmøller Thomsen

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6 Responses to “Spot on Denmark”

  1. […] No, a completely different strategy is called for, according to Music Export Denmark (MXD). The organisation has staged successful “Spot on Denmark ” events in Belgium, the Netherlands, Luxembourg, Germany and France in recent years in … Read the original post:  Spot on Denmark « Boom Boom Magazine — Blog […]

  2. nice blogg i like it and i do read it very often

  3. Sara Stotz Says:

    Spot vs. Vesterbrofestival… Ingen tvivl her!! Sol over Århus… Regn over…

  4. Hi Guys,

    Speaking of nightclub in Denmark and music. May I know some insights or guide to a good spot.

    Thanks.

  5. […] Eight DÚNÉ, SCHOOL’S OUT FOREVER! Page Twelve DANISH PRODUCERS, ARTISTIC MIDWIVES Page Fourteen SPOT ON DENMARK Page Sixteen POP EXCESS, THIS IS ALPHABEAT Page Eighteen DAZZLING DANISH JAZZ DIVAS: SINNE EEG Page […]

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