The first artist featured in Gramex’s “The Value of Music” video series is Eva Louhivuori – this is how the new single “Sano se” came to life

Gramex’s new short-form video series “The Value of Music” launches on Friday, 12 June with its first episode, following singer-songwriter and artist Eva Louhivuori and the journey of her track “Sano se”, released on the same day, from an idea to a finished phonogram.

The episodes will be published on Gramex’s Instagram and TikTok accounts as well as on its YouTube channel.

Making the full creation process of a track visible

In the first set of four episodes in the video series, Eva Louhivuori’s work is followed in a diary-like style. The series offers an exceptionally honest insight into music creation – the moments when everything falls into place, as well as those when nothing seems to work.

In the first episode, Louhivuori opens up about the songwriting process behind “Sano se” and shares how the idea for the track first emerged.

“It was amazing to document the creation of this new song and its process, and to show people how many stages are involved in making a single track,” Louhivuori says.

The “The Value of Music” video series follows the creative processes of three professional recording artists in total. The episodes, each a few minutes long, are built from material filmed by the artists themselves as well as studio interviews.

Musiikki ei synny tyhjästä

The “The Value of Music” video series highlights the work that often remains invisible to listeners. Behind a single phonogram lies the expertise, time and collaboration of multiple music professionals – performers, producers and other contributors.
The series shows in concrete terms how a track is built step by step, bringing out both the joy of creative work and the challenges involved.
“It feels important to be part of this year’s campaign. You can never talk too much about the value of music. The significance of music is immeasurable. Music is present in so many moments throughout life – in sorrow, joy, longing, celebration, falling in love and dealing with loss. Music helps in difficult moments and makes the good moments even better,” Louhivuori says.

A follow-up to the ‘The Value of Music’ campaign

The video series continues Gramex’s “The Value of Music” campaign, originally launched together with JVG, which sparked wide discussion about the significance of music and the appreciation of creative work.
As part of the campaign, JVG sold a unique vinyl single to a party that truly understood the value of music. The highest bid was not the deciding factor – instead, the key was who could best articulate the meaning of music.
In this new phase, the focus shifts from the finished work to the process itself: the work and the people whose contribution makes music valuable.
“The aim of the campaign is to help a wider audience, beyond the music industry, understand how the creative process behind a track comes together. Songs do not appear out of thin air – they are the result of significant work at different stages and the input of multiple music industry professionals,” says Gramex’s Director of Communications and Public Affairs, Riku Lievonen.

Would you like to share the story behind your song?

All professional music creators now have the opportunity to apply to be featured in the video series.

Apply if you would like to:

• show what your creative process looks like
• highlight who you collaborate with in creating your music
• share why music is valuable – and why your story deserves to be heard

Artists selected for the series will have the opportunity to document the creation of their own track and make visible both their own work and that of the entire team behind the music.

Read more and apply: gramex.fi/musiikin-arvo-videosarja

Further information and interview requests:

Christina Boman
Communications Coordinator, Gramex
christina.boman@gramex.fi
+358 10 248 9220

Riku Lievonen
Head of Communications and Public Relations, Gramex
riku.lievonen@gramex.fi
+358 40 832 7479

Requests for artist interviews:

Ninni Wetterstrand
Promotion/A&R, Playground Music Oy
ninni@playgroundmusic.com
+358 50 400 7656