Iceland Music (ÚTÓN)

Dónde
Islandia
When
2020
Quién
Iceland Music (ÚTÓN)
Ministry of Education, Science and Culture
Describe the main features of the policy/measure: 

Iceland Music (UTON) was founded in 2006 as an export office for Icelandic music. It was created by various musical right holder's societies in partnership with governmental and private funds. Iceland Music organizes marketing strategies for musicians and music businesses within the industry, providing an essential one-stop resource for all interested parties. This is achieved via a multi-strategy approach that includes building accessible, comprehensive databases, promoting Icelandic labels, bands and events, as well as providing information on Icelandic music to markets and the media. As such, it encourages and helps Icelandic bands, PRs and record labels participate in events and festivals around the world.

Iceland Music manages two webpages. The first of these is the Iceland Music website (https://www.uton.is/), that is targeted at an international, English speaking audience and introduces Icelandic music, artists, labels and festivals to a global audience. Social media plays an integral role in outreach to the English audience, with Iceland Music maintaining active presences on social media platforms. Through channels such as Facebook, Twitter, Instagram and Spotify, audiences can stay updated with the latest happenings in Icelandic music of all genres. Iceland Music also issues a quarterly newsletter where it provides direct-to-inbox information about what is happening in different music genres.

Iceland Music also manages the UTON webpage (https://www.uton.is/) which is the Icelandic language resource for Icelandic musicians and the Icelandic music industry. Local musicians may use the page for educational resources, information about performing at showcase festivals, as well as information on travel and marketing grants.

Iceland Music supports Icelandic musicians through the Music Export Fund and Marketing Grant. The Music Expert Fund is distributed in the form of direct payment, currently around 366 USD (50,000 ISK) per band member. The Marketing Grant is aimed at musicians aiming to engage in larger scale promotional efforts. Grants are awarded four times a year, with up to 14,646 USD (2 million ISK) available for each disbursement. The Funds are financed and supported by the Ministry of Education, Science and Culture, the Composers Rights Society of Iceland (STEF), the Association of Icelandic Musicians (FIH) and the Icelandic Association of Record Producers (FHF).

Iceland Music also provides personal consulting services for musicians and musical projects that aim for international success. Iceland Music provides advice for, among other things; concerts abroad and selection of market areas; sponsorship matters; showcase festivals; and networking both nationally and internationally.

What are the results achieved so far through the implementation of the policy/measure?: 

In increasing access to information about Icelandic artists and collaborating with partners to promote Icelandic music abroad, Iceland Music increases the visibility of Icelandic music in the international sphere. For example, Icelandic artists performed over 1250 international gigs in 2017 with that number steadily growing between years. The Iceland Music webpage lists the number of musical events held by Icelandic artists abroad annually.

Financial resources allocated to the policy/measure in USD: 

Iceland Music received an allocation of 146,456 USD (20 million ISK) for the year 2019 from the State Treasury.

Partner(s) engaged in the implementation of the measure: 
Name of partnerType of entity
Composers Rights Society of Iceland (STEF)
Civil Society Organization (CSO)
Association of Icelandic Musicians (FÍH)
Civil Society Organization (CSO)
Icelandic Association of Record Producers (FHF)
Civil Society Organization (CSO)