Music Finland: How does Finnish music find its way to international stages and playlists?

Mikko Manninen, Executive Director of Music Finland, explains how Music Finland is building the global success of Finnish music and responding to the changing challenges of the industry.

What are Music Finland’s core tasks and priorities?

Music Finland’s core mission is to support the export and internationalisation of Finnish music. Its three main focus areas are the export of authors and works, the export of artists and composer services.

How does Music Finland define a success story in Finnish music exports?

The definition of a success story varies from one sector of the music export industry to another, but the common denominator is often a long-lasting career that can last for decades at best.

What kind of services does Music Finland offer to artists, composers and music makers planning to go international?

Music Finland focuses on the professional music industry, and its services are aimed at artists at different stages of their careers. In the early stages of a career path, the emphasis is on understanding international markets and building networks, while later stages require more strategic support and often funding. Music Finland offers a wide range of services, including export trips, international music camps, coaching, showcase events both at home and abroad, as well as export subsidies.

How does Music Finland support different genres of music – for example art music, pop, rock or folk music – in the international market?

Each music genre has its own operating logic, and Music Finland aims to respond with tailored services. Common to all genres is the need to find the right international networks, build professional backing teams and meet the demand of foreign audiences. The aim is to maximise the visibility and exposure of Finnish music on the international market, whether it is a musical composition or a metal band touring the world.

What is a successful export project or showcase event?

A successful export project or showcase event often results in tangible outcomes – new cooperation agreements, performances, networks and presentations. Sometimes the impact is immediate, sometimes it takes years. The key is long-term, systematic work that lays the foundations for sustainable international success.

How does Music Finland cooperate with other music industry players in Finland and abroad?

In recent years, Music Finland has strengthened its partnership-based approach, and the majority of projects are now carried out in cooperation with national and international actors. Partners can include other export organisations, industry associations, companies, cities, embassies and commercial operators.

What kind of mentoring and coaching programmes does Music Finland offer? Who can apply and how?

Music Finland offers coaching packages to support internationalisation for different customer groups and career paths. Often the first step is a low-threshold ABC of Internationalisation information session. For example, there is the Lentoon training for composers of art music, and the Top 20 Hit Makers programme for music makers, in cooperation with other organisations in the field. Music Finland is also a partner in Finland’s first Master’s level Music Business programme, organised by the Sibelius Academy.

How does Music Finland contribute to the development of the music sector at a societal level?

Music Finland aims to influence the operating conditions and environment of the music sector, above all from the perspective of export and internationalisation, and to remove the bottlenecks in this respect.

How does Music Finland see the international position of Finnish music developing in the coming years?

In recent years, the world has become more protectionist, and trade policy is also having an impact on the music sector. Rising prices and consumer caution bring their own challenges to internationalisation. On the other hand, the strength of the Finnish music sector lies in its high level of expertise – a great opportunity.

Future success requires courage, faith, skills and funding. When these factors are in place, Finnish music is well placed to continue to succeed globally.

How will Music Finland develop its services in the future?

The world is changing fast, and Music Finland’s services need to evolve with it. After each step, we assess how we can do things even better next time – and what new things can be introduced. Continuous improvement and precise targeting of services are key to the success of Finnish music exports.

For more information on how to go international, visit the Music Finland website.