AV Music is the bridge between music and audiovisual productions

Gramex and Teosto‘s new AV Music service connects the creators of audiovisual productions with the owners of the rights to the music used in the production. AV Music is intended to facilitate the use of music in various TV productions, for example.

Eveliina Pitkänen, who works as Licensing Manager at AV Music, has over 20 years of experience in the Finnish audiovisual industry.

– So far, over 100 requests have been received in the last six months. AV Music has reached domestic production companies well. AV Music has not even been actively marketed, but has so far been based on personal contacts,” says Pitkänen.

In its first few months, AV Music has helped numerous films, TV series and documentary projects.

– At the moment, there is a particular trend towards producing music documentaries and series.

AV Music also hosted physical AV Music Pitch Day event, which brought together a few dozen music professionals and representatives of production companies.

– Production companies were able to tell music makers what kind of productions they have in the pipeline. This gave music makers the opportunity to offer their own productions for suitable productions.

– The whole idea of the service is to build a bridge between the music industry and the audiovisual industry,” Pitkänen sums up.

The best possible music for productions

According to Pitkänen, both music industry and the audiovisual sector are full of their own slang and vocabulary. Sometimes a bit of interpretation is needed between the different players. That’s why we needed someone who speaks both languages and can help bring together the needs of the different parties.

AV Music is currently a two-year pilot. According to Pitkänen, it has already become clear in the early stages that production companies need a lot of help with music copyrights.

– I want to say quite frankly that it’s okay to be clueless about rights and ask for help. These things are not always easy and clear, but that’s what AV Music is there for, so that production companies don’t have to worry about rights themselves,” says Pitkänen.

There is a demand for good music now and in the future. Assistance in obtaining music rights will help to ensure that the best music is used in future productions.

– The service has also broadened my own music listening, as I can discover and explore different songs through the service requests.

AV Music hand out the Music Innovation of the Year Award

AV Music will also present the Music Innovation of the Year Award at the Screen Helsinki event in September. The prize will be awarded to a Finnish film or TV series in which music has been used in an inventive way.

Pitkänen cannot yet reveal more details about the winner, but says that applications have again come in from a wide range of audiovisual works.

– The Music Innovation of the Year Award aims to recognise Finnish audiovisual works that have used music in a creative and innovative way that adds particular value. The award encourages the consideration of music as an indispensable part of an audiovisual work.