TÓNATAL - Demystifying the music business

Those looking to advance their career in music now have help from Tónatal, Iceland's first comprehensive music business resource, available from August 11 at tonatal.is.

Tónatal is an educational campaign by and for the Icelandic music industry, aimed at bringing awareness and understanding of the music business to musicians and those working in music. The disruption caused by COVID-19 provided an opportunity to develop the Tónatal resource, helping users to learn about the music industry.

The modern musician is more likely than ever to find themselves in the dual role of artist and entrepreneur. Tónatal fills the gap in the need for better knowledge and awareness in the music business by creating a comprehensive overview with which people at all levels can learn about and understand the music industry - from absolute beginners to the more experienced who might be looking to expand their knowledge. Information is provided in easy-to-understand video and podcast formats, equipping people with the skills and means to take their career to the next level.

A launch event will be held on Tuesday, 11 August, 17:00 at Loft Hostel. A panel will be held with Guðrún Björk Bjarnadóttir (STEF), Maria Rut Reynisdóttir (Reykjavik Music City), and Sigtryggur Baldursson (ÚTÓN), moderated by singer-songwriter Hildur Kristín Stefánsdóttir about where and how one can begin to understand the music industry.

From August 11, the podcasts “Bransakjaftæði”, created in collaboration with 101 Radio, will become available on Spotify and Apple Podcasts. Short videos will also be released with the musicians GDRN and Logi Pedro explaining the different aspects of the music industry. Videos will be subtitled in English to make the material accessible to non- and learning-Icelandic speakers.

Those interested can sign up to the mailing list at tonatal.is to get notifications when the website is live. Join in the discussion at the Facebook group. Tónatal is a collaboration between Iceland Music, Reykjavik Music City, STEF, SFH and Promote Iceland.