Inspiring Insights at the Iceland Airwaves Conference – see the photos from Day 1
The first day of the Iceland Airwaves conference took take place in Harpa on November 3rd, as a part of the Iceland Airwaves music festival. Iceland Music and Reykjavík Music City, with support from Business Iceland, programmed this first of two conference days and it took place in the Esja rooms of Harpa, looking out on the beautiful bay of Reykjavík and the eponymous mountain Esja. Iceland Music are incredibly proud of the schedule, full of informative panels and deep discussions, and packed with interesting industry people from all around the globe.
The panelists provided insights into a range of topics such as how management is becoming the heart of many artist operations today, how some communities are beating the relentless algorithm, crushing queer stereotypes in music, and addressing the dynamic between the creative industries and climate change.
The atmosphere on the day was uplifting, encouraging and productive and we are so grateful to our collaborators, our panelists who flew in to be a part of this special moment, and of course all our wonderful guests.
Sigtryggur Baldursson - Managing Director of Iceland Music, and María Rut Reynisdóttir - Manager of Reykjavík Music City, start the day off by welcoming everyone to the Iceland Airwaves conference
The sun shone bright on the first event of the day; the networking breakfast
The Esja rooms in Harpa offered beautiful views
The day started off with a sunny networking breakfast before Sigtryggur Baldursson, Managing Director of Iceland Music – the local export office, and María Rut Reynisdóttir, Manager of Reykjavík Music City, welcomed guests and kicked off the first panel.
THE CHANGING TIDES OF MANAGEMENT
The rooom was packed for the first panel of the day
Nick Knowles – Managing Director at KxKn Management, Christiana Sudano – Owner at Do Less Management and Maria Torres – Artist Manager at Mother Artists
Dan Potts - Manager at Red Light Management, Ali Raymond - Director of Beatnik Creative, Nick Knowles - Managing Director at KxKn Management
The first panel covered the responsibility of a manager and how it has broadened in recent years. As artist development now often falls within management, a productive and healthy relationship between the artist and the manager becomes absolutely vital. The panelists agreed that this relationship should be one of cooperation and equality, that neither party is employed by the other, but rather that they are working together for a common goal.
The panel was moderated by Paul Bonham from the MMF (Music Managers Forum) in the UK and featured Ali Raymond - Director of Beatnik Creative, Nick Knowles - Managing Director of KxKn Management, Christiana Sudano - Owner of Do Less Management, Maria Torres - Artist Manager at Mother Artists and Dan Potts - Manager at Red Light Management.
Pierre Hall - Label Manager of Speedy Wunderground, Aidan Grant - Director of Different Sauce, Þura Stína - member of Daughters of Reykjavík, Megan Burns - manager of Kælan Mikla, Árni Hjörvar Árnason from The Vaccines
THE ONLINE FAN:
HOW FAN CULTURE SURVIVED THE ALGORITHM
Árni Hjörvar Árnarson of the Vaccines moderated the panel
Þura Stína - member of Daugthers of Reykjavík, Megan Burns manager of Kælan Mikla
The next panel was a fascinating mix of perspectives on how to create and grow real communities in the era of the algorithm. On the panel were Pierre Hall from label Speedy Wunderground – known for its almost cult-like following, Aidan Grant from PR agency Different Sauce, who create campaigns across traditional outlets and new media, Þura Stína from Daughters of Reykjavík and Megan Burns who manages the Icelandic act Kælan Mikla. The panel was moderated by Árni Hjörvar Árnason from The Vaccines.
The panelists touched on the importance of staying true to their craft, even if it isn’t always the most obvious way to grow an audience. They all discussed how much they’ve learned by following their instincts and that, by developing a strong voice, they have each been able to carve out their niche. They stressed the great media literacy audiences have today, and the importance of trusting your own vision as fans can spot inauthentic grabs for attention from a mile away.
Heiðrik á Heygum from Kóboykex, Hulda Kristín from Huldaluv
Hulda Kristín from Huldaluv, Sigga Ey from Systur, It was interesting to hear the discussion on how carving out a specific niche is what creates a following beyond what the algorithm dictates. from Mighty Bear
ARE WE ALL POP DIVAS:
CHALLENGING QUEER STEREOTYPES IN MUSIC
The panelists, Samantha Togni - Founder and Director of Boudica and Flesh Festival, Heiðrik á Heygum - Kóboykex, Hulda Kristín - Huldaluv, Sigga Ey - Systur and moderator Magnús Bjarni Gröndal - Mighty Bear, shared their experiences across different cultures on what being a queer person in the music industry means.
Each member of the panel shared a personal experience they’ve had with their identity and how it impacts their approach to working in music. They discussed how important it was to be aware of all the communities under the LGBTQ+ umbrella and that everyone needs to use the privilege they have to create space for others. An illustrative example is how two of the panelists have worn pride flags on stage at the Eurovison song contest. In 2021, Hulda from Gagnamagnið – Daði Freyr’s support band, flew the flag for pansexuality and Sigga Ey from the Systur band the trans-flag earlier this year. They explained how seemingly small gestures can create impact that makes a whole sub-community feel seen.
Nathan Liddle-Holme - Head of Marketing at AWAL, and Jeff Bell - Vice President of Partisan Records, discussed how the roles of labels are ever-changing
Ophir Admony - A&R at Secretly Group, discussed working closely with Phoebe Bridgers and her sub-label, Saddest Factory Records
Jacek Kazlowski - A&R at Artoffact Records, Nathan Liddle-Hulme - Head of Marketing at AWAL, Jeff Bell - Vice President of Partisan Records, Ophir Admony - A&R at Secretly Group, Nina Radojewski - Professional Development Lead at AIM
CURATING FOR THE MASSES:
THE LABEL’S IDENTITY IN THE AGE OF THE
HYPER-DIGITAL
This panel on label’s identity in the digital era was moderated by Nina Radojewski - Professional Development at AIM (Association of Independent Music). The panelists were from a range of indie labels, including Jacek Kazlowski - A&R at Artoffact Records, Jeff Bell - Vice President - Head of UK at Partisan Records, Ophir Admony - A&R at Secretly Group and Nathan Liddle-Hulme - Head of Marketing, UK at AWAL.
Panelists highlighted the importance for artists on finding their feet first before signing on to a label as a label can accelerate the growth of a career but that it is best harnessed when the artist presents a clear vision for their career. They also joked that one needs to be a tad insane to decide to start a label, but that an undying passion for music was what drove them to this side of the industry.
THE BIG TALK:
THE CLIMATE CRISIS
AND THE CULTURAL
INDUSTRIES
Njörður Sigurjónsson - professor at Bifröst University, Lewis Jamieson - Director of Communications at Music Declares Emergency
The artist Sóley has been outspoken on environmental issues for many years
Lena Ingwersen - Managing Director of Music Cities Network
The ‘Big Talk’ on the climate crisis featured artist Sóley, Lewis Jamieson - Director of Communications from Music Declares Emergency, Vigdís Jakobsdóttir - Artistic Director/CEO of Reykjavík Art Festival, Njörður Sigurjónsson - Professor at Bifröst University, and moderated by Lena Ingersen - Managing Director of Music Cities Network. This important conversation focused on how not to be scared to address the climate crisis in the cultural industries, and being empowered to bring up the issues, even if individuals can’t be expected to bare the full responsibility when the big players are yet to make the required steps. The main takeaway from this inspiring panel is that we can’t be perfect when tackling such a big topic and that the most important thing is to start somewhere.
KEYNOTE:
LAUFEY’S STRATEGIES AND EXECUTION
Laufey said she loved using social media to connect with her fans directly and therefore manages her own social media channels
Hrefna Helgadóttir - Marketing & PR Manager for Iceland Music, talking to Laufey and Max Gredinger - EVP/Manager at Foundations Music, on the strategies behind their great success
Icelandic Artist Laufey and her manager, Max Gredinger - EVP/Manager at Foundations Music chatted with Hrefna Helgadóttir - Marketing & PR Manager for Iceland Music.
The keynote covered her rapid rise in recent years with her 2022 debut album having already been streamed millions of times and her US and UK/Europe tours selling out. The main take-away from this informative chat was the importance of Laufey having a clear vision - to bring her jazz inspired music to younger generations - which in turn makes work for her whole team, whether on marketing, ticket sales, or strategy into next years, much more straightforward. Laufey mentioned that people often tell her that she was born in the wrong decade but she disagrees: she’s proud of being Gen-Z and loves mixing old soundscapes with modern technologies.
In addition to the Iceland Airwaves Conference Iceland Music and Reykjavík Music City, in collaboration with STEF, also hosted ‘Bransaveisla’, as an industry celebration for the local scene here in Iceland in the days leading up to the Iceland Airwaves proper. We managed to host fantastic masterclasses with our special international delegates, as well as workshops specifically tailored to the DIY artist community here and speed meetings between industry and artists.
“Empowering the DIY artist to self-manage” – A workshop hosted by Christiana Sudano during Bransaveisla.