There was fierce competition for JVG’s song – the reasoning conveyed the value of music

The Value of Music campaign collected bids from individuals such as JVG fans, collectors and music lovers, as well as companies of all sizes in different industries. Among the companies that submitted bids for the song were PuuPro Oy, Kuntokeskus Liikku, Helsingin Jokerit and Rovaniemi Simerock Festival.

JVG will now choose a buyer on the basis of bids and arguments. The buyer will not be decided by the amount of money involved, but by who can best describe the meaning of the music.

This is how Simerock, for example, justified its offer:

“Music is important because it has a wide range of effects on mental health, physical health, social relationships and learning. It helps express emotions, reduces stress and improves mood. Music also develops cognitive skills such as memory and concentration, and can be a meaningful part of cultural heritage and identity. Music can evoke personal memories, which can be particularly important in the context of memory disorders, for example. Listening to or making music together increases a sense of belonging and social interaction.”

Simerock’s plan to use the unique album is innovative: the song could be listened to at the festival or in the office with headphones for €1, with all proceeds going to a charity of JVG’s choice. This way, the record would generate money forever – not just at the time of purchase – and teach consumers to pay for music.

Individuals, on the other hand, emphasised the importance of music in their everyday lives, their hobby of collecting and their long-standing fanship of JVG:

“I would like to buy this single because I have been listening to JVG all my life and their music has been a big part of my life. It would be an honour to own a piece of their history. I will represent JVG forever and their music means a lot to me.”

Bids totalled more than €46 000 – buyer to be announced on 3 December.

The smallest bid submitted was €3, while the largest reached €15 500. The total amount of bids submitted was €46 245.11, with an average bid of around €1 492.

JVG itself decides to whom the song is sold, and all proceeds are donated to RockCamp ry. The buyer will be announced on 3.12.2025.

What is the campaign about?

Gramex and JVG launched the Value of Music campaign on 28.10.2025, where for the first time in Finnish history, an artist’s new song will be sold as a single vinyl single to a willing buyer. The buyer will not be chosen on the basis of the amount alone, but on the basis of who can justify the importance of the music.

The proceeds of the campaign will be donated to RockCamp ry, which offers young people bully-free, low-threshold band activities all over Finland. Read more about RockCamphere.

Read more and check out the campaign: gramex.fi/musiikin-arvo

All campaign materials can be downloaded here.