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You can find the current article at its original source at http://www.theguardian.com/music/2014/jan/08/nordic-countries-team-up-to-spread-music-worldwide
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| Nordic countries team up to spread music worldwide | Nordic countries team up to spread music worldwide |
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| The five Nordic nations have teamed up to launch a service showing off their best musicians to the rest of the world – and to themselves. | The five Nordic nations have teamed up to launch a service showing off their best musicians to the rest of the world – and to themselves. |
| Nordic Playlist offers a weekly snapshot of the hottest artists in the region, through a curated 10-track playlist showcasing for free the work of two musicians from each of the five countries: Denmark, Norway, Sweden, Finland and Iceland. | Nordic Playlist offers a weekly snapshot of the hottest artists in the region, through a curated 10-track playlist showcasing for free the work of two musicians from each of the five countries: Denmark, Norway, Sweden, Finland and Iceland. |
| The inaugural playlist, which includes songs such as Limbo by Finland's Sin Cos Tan and Candy Tongue by Denmark's Trentemøller, was selected by the site's editor Francine Gorman, the London-based editor of Ja Ja Ja and former features editor of new music site The Line of Best Fit. Gorman hopes that the site "will offer fans from around the world a single destination to enjoy the best new Nordic music". | |
| Future playlists will be selected by guest curators, while a separate section of the site offers a bi-weekly mix from DJs around the region, launched by Denmark's Kasper Bjørke with Iceland's Sexy Lazer following in late January. Gorman's main role will be running the "up and coming" section of the site, which currently highlights Helsinki's Black Twig, Oslo's Andre Bratten and Cophenhagen's Broken Twin, who pens "warm, sumptuous ballads led by exquisite vocals and piano melodies". | Future playlists will be selected by guest curators, while a separate section of the site offers a bi-weekly mix from DJs around the region, launched by Denmark's Kasper Bjørke with Iceland's Sexy Lazer following in late January. Gorman's main role will be running the "up and coming" section of the site, which currently highlights Helsinki's Black Twig, Oslo's Andre Bratten and Cophenhagen's Broken Twin, who pens "warm, sumptuous ballads led by exquisite vocals and piano melodies". |
| The site has changed markedly since early prototypes, according to Anna Hildur, the programme director of Nomex, the pan-Nordic music export agency which is behind Nordic Playlist. Initially, she told the You Are In Control conference in Iceland, "we wanted to crack the question of whether we can make a Nordic playlist based on chart mentality: what are the top songs in the Nordic region? We analysed this with computer scientists… but there were too many obstacles. This kind of interactivity isn't exciting, it's demanding." | The site has changed markedly since early prototypes, according to Anna Hildur, the programme director of Nomex, the pan-Nordic music export agency which is behind Nordic Playlist. Initially, she told the You Are In Control conference in Iceland, "we wanted to crack the question of whether we can make a Nordic playlist based on chart mentality: what are the top songs in the Nordic region? We analysed this with computer scientists… but there were too many obstacles. This kind of interactivity isn't exciting, it's demanding." |
| NOMEX made the decision to retool the site, and switch to an editorially-driven model over one based on pure analytics. At the same time, it decided to push more of a pan-Nordic image. "We were still very much in this world of 'we are five different countries'. And then we had the Faroe Islands, so we were at least six. And then people asked about Greenland and Åland as well… We thought that people would be curious about a song being from Finland, or where ever." | NOMEX made the decision to retool the site, and switch to an editorially-driven model over one based on pure analytics. At the same time, it decided to push more of a pan-Nordic image. "We were still very much in this world of 'we are five different countries'. And then we had the Faroe Islands, so we were at least six. And then people asked about Greenland and Åland as well… We thought that people would be curious about a song being from Finland, or where ever." |
| Nordic Playlist hooks into other Nordic initiatives, as well. Sweden's Spotify and Norwary's WiMP are two of the three platforms where users can stream the playlists for free, with the third being French service Deezer. | Nordic Playlist hooks into other Nordic initiatives, as well. Sweden's Spotify and Norwary's WiMP are two of the three platforms where users can stream the playlists for free, with the third being French service Deezer. |
| • Thom Yorke calls Spotify 'the last desperate fart of a dying corpse' | • Thom Yorke calls Spotify 'the last desperate fart of a dying corpse' |
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