Archive for mxd

Spot on Denmark

Posted in alphabeat, boom boom magazine, danish music scene, danske uafhængige pladeselskaber, dup, mxd with tags , , , , , , , , , , , , , , , , , , on January 30, 2009 by boomboommag

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?!


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


Your Record Company, Your Neighbour, interview with Nicolaj Hyltén-Cavallius, DUP & Artiscope

Posted in artiscope music, boom boom magazine, danish music scene, danske uafhængige pladeselskaber, dup, mxd, nicolaj hyltén-cavallius with tags , , , , , , , , , , on January 29, 2009 by boomboommag

Nicolaj Hyltén-Cavallius – chairman of DUP / Danish Independent Record Labels – is a man with a mission. He wants to modernize the record industry and kill off the myth that it is dominated by greedy, brain-dead speculators.


“These days, record companies are very much populated by energetic enthusiasts, and we have to get that message across better. I hope we will be able to convince music consumers to think of record companies as a kind of neighbour – something close to their everyday lives – rather than as remote multinationals and  speculators who fritter away fortunes on the high life.” So says Nicolaj Hyltén-Cavallius, record company director – or, in his own words, “music company director”. His label, Artiscope Music, is small and the primary driving force is sheer enthusiasm. Artiscope is one of Denmark’s many indie companies, and Nicolaj also chairs DUP (Danske Uafhængige Pladeselskaber/Danish Independent Record Labels).

Hyltén-Cavallius believes that the myth of the greedy and cynical record company is so tenacious that a lot of music fans download music illegally without any qualms. “But in reality that’s a bit like chancing upon a  roadside fruit stall on a drive in the countryside. You fancy some strawberries and a sign asks you to put money in a tin. Who’d take a couple of punnets and not pay?! Surely everybody agrees that it’d be dishonest, and definitely not cool. And yet a lot of people think they can cheat record companies by downloading illegally because they think labels are ‘cynical multinational companies’ run by greedy misers. It’s a load of rubbish, of course. It’s exactly the same as cheating the farmer – so many labels are run by enthusiasts, hard-working everyday folks with bills to pay. We need to change attitudes.”

Hyltén-Cavallius also has other ambitions in his role as chair of DUP. “We need a greater degree of professionalisation in the music industry. In the past, people who sold a lot of records had a tendency to be a little bit spoiled by their success. Many of the folk who worked in the industry didn’t have much specialist knowledge about what they were dealing with. These days, with CDs selling less well, we need more properly trained people in the industry. We need people who know about market mechanisms – law, money, marketing, human resources – before they throw themselves into publishing and promoting music. In the past, it was common for musicians to move from playing gigs to sitting on the other side of the record company desk – and some of them turned out to be extremely good at the business side. But I think it would be a positive thing if there were more properly qualified people in the industry, people who also have academic theory and practical tools from higher education to draw upon. It has already started to happen in Denmark.”

“I think the music industry still has a long way to go,” says Hyltén-Cavallius. “If you compare it with agriculture, for example, they’ve got the Danish Agricultural Council to look after the interests of their industry and to lobby opinion formers, politicians and the public. The music industry should stand up for itself more, and work harder to find common ground. Those of us who work in publishing and promoting music are very different from each other, but deep down we want the same things. We want Danish music to be heard and sold, and we want exports  to increase. MXD [Music Export Denmark, ed.] is a good initiative that’s progressing positively and harmoniously. DUP also works closely with IFPI (the International Federation of the Phonographic Industry), an organisation that we think understands our situation. We must focus more on overarching objectives, and not think in terms of narrow self-interest and our own names. It’s all about branding Danish music as a whole, and in that context I think that MXD’s ‘SPOT on Denmark’ campaign is really good. We should all support it and listen to our partners abroad – who do they think are exciting? Involving the French music industry, for example, in deciding which Danish acts they think that we should support makes for a pleasant change in strategy.”

From Boom Boom Magazine #03.

Text: Anders Houmøller Thomsen
Photography: RAW Format

Danish showcase night at MIDEM — Ida Corr, Camille Jones, Kenneth Bager, Mike Sheridan playing at Midem in Cannes

Posted in danish music scene, ida corr, kenneth bager, midem - cannes with tags , , , , , , , , , on January 19, 2009 by boomboommag

After previous campaigns for Danish rock music, focus is now put on the Danish dance and electronica scene. This comes to show when DDME – Danish Dance Music Export presents Ida Corr and Camille Jones live in concert with DJ sets by Kenneth Bager, Rune RK, The Montanas (aka Morjac and Michael Parsberg), and Mike Sheridan at MIDEM in Cannes.

Read more here — Danish showcase night at MIDEM

Text: Henrik Friis, MXD


Press Release — Boom Boom Magazine #03 — 2009

Posted in boom boom magazine, danish music scene, press release with tags , , , , , , , , , , , , on January 14, 2009 by boomboommag


The latest edition of the international magazine about Danish music and the Danish music scene has just hit the street – with feature articles on and sampler tracks by successful Danish artists such as Ida Corr, Aura and Alphabeat.

Aura Dione -- Fra forsiden af musikmagasinet Boom Boom, udgivet af DUP, IFPI og MXD

Boom Boom Magazine publishers DUP, Danish Independent Record Labels, MXD, Music Export Denmark, and IFPI Denmark are looking forward to present this year’s magazine at MIDEM09 in Cannes. Think of the magazine as an annual introduction to the Danish scene, directed at music enthusiasts all over the world.

Thus, a united Danish record industry is proud to present the cream of the crop of Danish artists with marked international success – Aura, Ida Corr, Mike Sheridan, Volbeat, Dúné, a Kid Hereafter & Alphabeat.

Free music and tapwater
Boom Boom Magazine also sheds light on one of the music industry’s greatest challenges, namely digital distribution possibilities and addresses the key question – should music be free? Free in the same way as tap water, which isn’t really free anyway. The general attitude in some teenage groups is that music is downloadable and for free. They’re confident that musicians earn heaps of money and if they don’t, they should consider other career options. Regardless if one agrees or disagrees with such statements, it’s the name of the game for record labels. On a positive note, IFPI Denmark has just published a survey showing that online music sales doubled in 2008.


In the magazine’s editorial, General Manager of Playground Music and IFPI Denmark board member, Søren Krogh Thompson, speculates whether we will see a new value estimation and prizing of music resembling the significant price differentiations we’ve seen in relation to drinking water during the last couple of years.

One thing remains certain, the future of music remains unwritten… And that’s part of the charm!

BOOM BOOM #03 is freely available at

For additional information and press material, please contact
Nicolaj Hyltén-Cavallius
Chairman, DUP / cell +45 222-77-921

Boom Boom Magazine #03, Press Release, English, PDF

Press Release Boom Boom Magazine #03 – DK version

Posted in boom boom magazine, danish music scene, press release with tags , , , , , , , , , , on January 14, 2009 by boomboommag

Et nyt nummer af det internationale magasin om dansk musik og den danske musikbranche er på gaden – denne gang med en forenet dansk pladebranche bag udgivelsen!

Aura Dione -- Fra forsiden af musikmagasinet Boom Boom, udgivet af DUP, IFPI og MXD

Tredje gang siges at være lykkens gang, og noget kunne tyde på det, når BOOM BOOM #3 på mandag bliver præsenteret på den danske stand under MIDEM09 i Cannes. Organisationen bag de to første udgivelser Danske Uafhængige Pladeselskaber (DUP) har nemlig denne gang delt både det redaktionelle og det økonomiske ansvar med ”storebroderen” IFPI Danmark og Music Export Denmark (MXD). BOOM BOOM #3 varsler således helt nye vinde med fælles fodslag og samarbejde mellem de tre musikorganisationer og er et helt håndgribeligt bevis på, at den danske pladebranche for alvor er begyndt at arbejde sammen omkring eksporten af dansk musik.

BOOM BOOM #3 præsenterer en række af de danske kunstnere med størst international succes og de tilknyttedes selskabers ambitioner om at operere på et langt større marked end det danske – Aura, Ida Corr, Mike Sheridan, Volbeat, Dúné, A Kid Hereafter og Alphabeat er blandt de kunstnere, der præsenteres som det bedste af det bedste fra Danmark. Derudover sætter magasinet fokus på en af branchens største udfordringer omkring de digitale muligheder og stiller blandt andet spørgsmålet ”skal musik være gratis?”

Værdisætning af musik og postevand

Den generelle holdning til musik er allerede i dag hos nogle teenagere, at musik naturligvis skal være gratis. De er sikre på, at musikerne i forvejen tjener styrtende med penge, og dem der ikke gør det, de burde finde sig et ’rigtigt’ job. Og uanset om man så er enige med dem eller ej, så er dette en del af den hverdag, pladeselskaberne befinder sig i.

I bladets leder sætter direktør Søren Krogh Thompson fra Playground Music fokus på, hvordan fremtidens brugere vil værdisætte musik, og hvad dette vil betyde for branchen. Søren, der også er formand for MXD, næstformand i DUP og bestyrelsesmedlem i IFPI, stiller spørgsmålet: ”How do we make sure that future generations (and the current crop of teenageres) understand the value of music?”. Bør musik være “gratis” på samme måde som postevand (som på ingen måde er gratis i virkeligheden), og vil vi se en ny værdi- og prissætning af musik, der minder om netop den vand har gennemgået over da sidste par år, hvor differentieringen mellem billig og dyr er enormt stor?

Tværgående samarbejde

Uvisheden om fremtiden for musikken betyder, at der er et stort behov for at arbejde på tværs af traditionelle brancher. På samme måde som DUP og IFPI stille og roligt arbejder tættere sammen, og at Music Export Denmark har fået en platform, der bringer den danske musikbranche tættere på eksportmarkederne, er tiden moden til, at alle i musikbranchen indser behovet for samarbejde – om fremtiden og de nye modeller, fra pladeselskabet til rettighedsorganisationer, interesseorganisationer, bookere, managers.

En ting står fast – vi står over for en fantastisk fremtid, og der er ingen af os der kender den endnu. Men musikken lever videre – med eller uden DUP, IFPI og MXD.

BOOM BOOM #3 kan læses online og downloades på

For yderligere information og billedmateriale kontakt venligst – Nicolaj Hyltén-Cavallius, formand, DUP / mobil 22 27 7921

Boom Boom Magazine #03, Press Release, Danish, PDF

It’s back! Welcome to Boom Boom #03, back with all the best from the Danish music scene.

Posted in boom boom magazine, danish music scene with tags , , , , , , , , on January 13, 2009 by boomboommag

It’s back! Welcome to Boom Boom #03, back with all the best from the Danish music scene.

We published the first edition of Boom Boom two years ago because magazines weren’t really covering the Danish music scene at the time. We needed an English-language publication that told attention-grabbing stories about Danish artists, producers and songwriters, and which reported on the Danish music industry as a whole. Think of Boom  Boom as an annual introduction to the Danish scene, directed at music enthusiasts all over the


It’s precisely because of this uncertainty about music’s future that I see a great need for all sorts of new partnerships that transcend conventional thinking, e.g. following the example of DUP (Danish Independent Record Labels) and IFPI, who have, slowly but surely, built up a close working relationship – including on the magazine you are now holding. We also hope to turn Music Export Denmark into a finely tuned launching pad that propels band after band onto the exciting export market. The time is ripe for everybody in the music industry to acknowledge the need to work together to face the future and develop new business models. And I mean everybody – from record labels to rights organisations, interest groups, bookers, managers, etc.

Deputy Chairman DUP
Chairman MXD
General Manager Playground Music
Boardmember IFPI


Boom Boom Magazine #03 Out Now!

Posted in boom boom magazine, danish music scene with tags , , , , , , on January 12, 2009 by boomboommag

Boom Boom Magazine #03 Out Now!



Read or download the full magazine here — Boom Boom Magazine #03.