Join the conversation about the value of music – Gramex’s campaign makes history

One song. One vinyl. One buyer who understands the value of music.

On 28 October 2025, Gramex launched the Value of Music campaign, which highlights the importance of creative work at a time when music creators are facing unprecedented challenges – even though the need for comfort, hope, and community is greater than ever.

At the heart of the campaign is an unprecedented stunt, where for the first time in Finnish history, an artist’s new song is sold as a single vinyl single to a willing buyer.

JVG has created a new, unique song for the campaign – which can only be heard by purchasing the album. The song has been pressed onto a vinyl record, of which there is only one copy in the entire world. Anyone can bid on the song and thus acquire a piece of Finnish music history.

But there’s a catch: it’s not necessarily the highest bidder who will be selected as the buyer – but the one who understands and can justify the value of the music. It is up to the artist to choose who or which lucky ones will get to own the album.

“We want to encourage everyone to consider the value of creative work during these challenging times. This isn’t just about us; it’s about advocating for the appreciation of everyone in the music industry. Furthermore, the value of this isn’t measured by money alone. We want the buyer to tell us what makes music important to them or their organisation. We hope to see offers from fans, sports clubs, businesses, investors – anyone who values music and the effort it took to create,” stated Jare and VilleGalle, the two members of JVG.

The public bidders will be announced while the campaign is running, and the number of bids submitted can be followed live on the campaign website. Bidding closes on 25.11.2025 and the buyer chosen by the artist will be announced in early December.

The sale price of the album will be donated to charity. The donation will go to Rock Camp ry (collection permit number: RA/2024/1883), which offers low-threshold, bullying-free band club and camp activities around Finland. Read more about Rock Camp’s activities here.

The Value of Music campaign highlights the importance of creative work: music does not come from nothing

The campaign is an opening debate on the value of music and creative work. It is a reminder that music does not come from nothing, but from dozens of professionals and thousands of hours of work. The aim is to stimulate a broad social debate on the role and value of musicians – and to provide concrete support for young people’s musical interests.

“These changes are rattling the entire music sector, regardless of genre, career stage, or income level. It is fantastic that one of the most prominent, long-standing artist duos in Finland has joined us to spark a discussion about a phenomenon that impacts all of us music industry professionals. A ‘one for all’ mindset is essential in the current climate,” says Sari Aalto-Setälä, Gramex’s director of communication and PR.

In addition to JVG, artists Mikko Kuustonen, F and Jannika B will be the campaign’s spokespeople.

This is how you participate:

Together, we can highlight the value of the work of music makers and ensure that music continues to thrive in the future.

• Share the campaign message on your own channels. You can share the materials directly on Gramex’s social media channels or download the materials here.
• Encourage your followers, friends or members to make their own offer for a unique song. You can challenge anyone!

You can follow the number of bids and public candidates on the campaign website.

In addition, the progress of the campaign is followed every Thursday by SuomiRäp radio station, where the hosts Ville Tanskanen and Aleksi Korpijaakko report on the progress of the campaign, the themes and the bidders.

Campaign materials:

www.gramex.fi/kampanjan-materiaalit

For more information:

Sari Aalto-Setälä
Director, Communications and Public Relations, Gramex
+358 10 248 9215 / sari.aalto-setala@gramex.fi

Christina Boman
Communications Coordinator, Gramex
+358102489220 / christina.boman@gramex.fi