Goldielocks is the second artist featured in Gramex’s The Value of Music video series
The second four-episode instalment of the series follows singer-songwriter Ella Mäntynen, known professionally as Goldielocks, as she works on her second album.
The episodes are published on Gramex’s Instagram, TikTok and YouTube channels. The first episode became available on 27 August, with new episodes released weekly thereafter
What’s it like to work on an album with a major record label?
The second instalment of the video series follows Goldielocks in a diary-style format. It offers viewers a glimpse into the various stages of album production and shows how ideas, demos and production decisions gradually come together to form a finished body of work.
Viewers can follow the album process at different stages and see the creative choices and decisions made along the way. At the same time, they gain insight into the everyday life of an emerging international artist.
“It has been fantastic to be part of this campaign because we so rarely stop to truly reflect on the value of music. Music is with us at every moment in life, from weddings to funerals, while exercising, or when shopping for groceries. It leaves its mark on nearly every memory we have. Being able to share my own story about my upcoming album and the intrinsic value of my music has been incredibly meaningful,” says Goldielocks.
The first episode explores, among other things, the background of the song Rush and discusses how working on a second album differs from creating a debut release.
Music doesn’t appear out of thin air
The The Value of Music video series highlights the work that often remains invisible to listeners. Behind a single album stands the expertise, time and collaboration of numerous music professionals, including artists, producers and other creators.
The series demonstrates in concrete terms how songs are built step by step and how the creative process develops from initial ideas to a finished release. It also brings attention to both the successes and challenges involved in making music.
“The aim of this campaign is to open up the reality of making music to as wide an audience as possible. Behind every finished album or recording lies a long creative process and the contribution of numerous music industry professionals. We want to make visible the work and expertise that make music valuable,” says Riku Lievonen, Director of Communications and Public Affairs at Gramex.
Continuing the The Value of Music campaign
The video series continues the The Value of Music campaign launched by Gramex and JVG, which sparked extensive discussion about the importance of music and the value of creative work. In the campaign, JVG sold a unique vinyl single to the party that demonstrated the greatest understanding of the value of music. The deciding factor was not the highest bid, but the ability to articulate what music means and why it matters.
In this new phase of the campaign, the focus shifts from the finished work itself to the process of creating it and to the people whose contributions make music valuable.
Want to Share the Story Behind Your Song? Apply to Join the Video Series!
All professional music creators and performers are invited to apply for the third instalment of the video series. Applications are open until 31 August.
Read more and apply to join the series here.
