Nordic Sound CTLYZ – Copenhagen Summit 2021 – Follow the journey from idea and strategy to realisation

Dates: 29th – 30th November 2021. We will meet in the historic building, which previously housed Danmarks Radio, and which is now home to the Royal Danish Academy of Music and Copenhagen Phil.: Rosenørns Allé 22, 5. 1970 Frederiksberg C

We can only allow a limited number of participants.

Conference fee: For members: 350 EUR, for non-members 450 EUR

What is this summit? 

2 days intense summit for orchestra and ensembles, with the purpose of learning and getting inspiration – and to catalyze our knowledge about digitalization for orchestras, ensembles, and concert halls. 

The Summit will offer meetings and discussions with some of the leading minds in the topic of digital culture from across the industry. Our aim is to gather knowledge from the best practices. The conference will offer lectures, workshops, and of course good opportunities to network and share experiences. You will meet speakers from “our own world”, but also from other parts of music and cultural life, which can provide perspective and knowledge on digitalization. 

 

What is this summit? 

The conference will offer of lectures, workshops and of course good opportunities to network and share experiences. You will meet speakers from “our own world”, but also from other parts of music and cultural life, which can provide perspective and knowledge on digitalization. The speakers will be announced as they are confirmed, but can already we unveil that Josh Greenberg, formerly the Global Director of Experiential Marketing and Live Music @ Spotify, will join us and do a lecture and a workshop on how to do a strategy for the digital platforms.

How wonderful that we can now meet again in real life!

MEET THE SPEAKERS

Vision into Action

Josh Greenberg, Green Mountain Lodge. When we’ve been doing things the same way for a long time, we tend to think about new ways to execute the familiar tactics to transact our business on the day to day. However, very often, these smaller movements, when run monotonously for years, can become more and more disconnected from the foundational reasons why the business was created and the accountability of who we serve and why we do what we do. As individual efforts continue, its doesn’t trigger growth or change – but signals similar results. We are experiencing technological revolution putting the music industry into warp speed on progress, for good and/or bad, and new opportunities exist requiring refreshed perspectives and revived innovation. In this opening  

 

session, we’re going to dissect a planning process to catalyze change inside an organization – starting with framing where we are headed and what we do every day to achieve it. Finally, we’ll connect the dots on how the big picture can become ownable and actionable by your team to address today and tomorrow in the same movement.

Josh Greenberg is an American based in Copenhagen and the Founder and Creative Strategist behind Green Mountain Lodge – helping partners across the music value chain with long term planning and connectivity to values and beliefs – from artists to management, labels to publishers, unions to collecting societies, music tech, brands and everything between the art and the consumer. Formerly, J/G lead brand strategy as Global Director of Experiential Marketing and Live Music at Spotify and Global Culture Marketing Director @ Red Bull.

Leadership: Driving the stars to perform – and considering the whole human

Kasper Holten, Royal Theater, Denmark. Leaders face new challenges. What do you do when you are at the head of creative and artistic people who have unique qualities but who do not tolerate rigid frameworks? How can you at the same time cultivate the sublime without falling into old-fashioned strict management culture that does not take into account the whole person? How can you develop when you are simultaneously faced with demands of making the operation more lean and saving – while you operate in a volatile market, characterized by digitalisation and globalization.

Leadership: Driving the stars to perform – and considering the whole human

In this session, Kasper Holten lectures on how he make people perform their best, whether they are among the world’s most beloved soloists or work in accounting. The manager is only good when the employee is. So how do you bring out the best in each individual – in a way so that the individual is still working for the whole?

Kasper Holten is CEO of the Royal Danish Theatre. He was previously opera Director of Opera at the Royal Opera House in London. Kasper Holten is also associate professor in leadership at Copenhagen Business School.

Changes for a Digital Market

Morten Hessedahl, Gyldendal. For many years, book publishers around the world were in shock, over digitization. Fumbling and uncertain, they looked for their role in a market where both production conditions, users’ needs and the competitive situation were changing dramatically.

Morten Hesseldahl is director of the largest Danish publisher Gyldendal. When they prepared the accounts for 2020, it appeared that almost half of the revenue comes from digital sales. 

Changes for a Digital Market

In this session, Morten will talk about how Gyldendal finally managed to handle digitization, what tools and analyzes they’ve use, and what lessons might be applicable to our business. Morten has previously been Culture Director for DR and chief executive of DR’s orchestras and director of the Royal Theater. The speech will be given in Danish, and simultaneously translated.

The Future of Social Audio in the Music Industry

Sofie Hvidtved, Copenhagen Institute of Futures Studies. The music industry was one of the first media industries to be disrupted by digital development and has managed to create a whole new digital ecosystem. With the rise of the Creator Economy and the popularity of Social Media like TikTok, the game has changed and made it possible for everybody to be their own creator, producer, distributor and brand: going direct-to-fan. But what can we expect in the future?

The Future of Social Audio in the Music Industry

One of the newest kids in town is Social Audio – a way to create engagement with your audience with voice and sound at the center. The presentation will look at Spotify’s new Greenroom product, how they are planning to use it, but will consider other players such as Clubhouse. It will also touch on some of the ways to use social audio for listening parties, superfan Q&A’s and real-time virtual jamsessions moving towards the Metaverse. Join Futurist, Sofie Hvitved, from the Copenhagen Institute of Futures Studies as she gives you an overview of the new hyped phenomenon Social Audio and gives her perspectives on where we are heading.

Passive vs Active Listening

Craig May, FUGA. Streaming has created even more divergence in audience consumption behaviours – to a point where we now call listeners who lean in and select what they want to hear as “active” and listeners who lean back and are served music via recommendations, algorithms or playlists “passive” listeners. Looking at the consumption behaviours of the music correlating to the Nordic Sound audience, a heavy amount of our consumers are passive. And there are unique opportunities and challenges on how to address these behaviours and convert passive listeners into active fans.

Passive vs Active Listening

We’ll explore demographic and psychographic considerations related to this segmentation and focus on creative methods in conversion and leveraging the behaviour for benefit.

Craig May is an Australian, based in London, and the Global Head of Marketing Services at FUGA, Downtown Music Holdings distribution arm providing flexible music distribution and marketing services, powered by industry-leading technology. Craig has held senior roles in label management, marketing and artist services for EMI, Sony, Ditto Music, Red Bull Records, Kartel, Dew Process and more.

Aggregating Data

Esben Christensen, Tradable Bits. Data comes from many places in your daily business – tickets, social media, streaming, content, web traffic, in person visits, etc. As you begin to overlay some of these elements on top of each other – the picture becomes much clearer about the definition of who your audience is and how they make decisions. How do you harness this eco-system and make it work together to give you answers and make you more efficient? Even more – what if you could build content or marketing programs to fill in the holes on the data you’re missing? In this session, we’ll address aggregated data’s value and how you can use the collection of this information to make better strategic decisions for your future.

Aggregating Data

Danish-born Esben Christensen is a Business Development Manager for Tradable Bits – a digital marketing platform that combines social login, engagement campaigns and content aggregation to collect cross-network fan data that helps artists/brands know clients personally. Empowered with this insight, they increase conversions by individually catering their email and ad campaigns. By understanding their fans, brands market smarter – deepening their link to fans while optimizing marketing spend. Esben has held prior roles at Greencopper (the world’s largest Music Festival App provider) and Linkfire.

European Copyright Update

Speaker: Jërker Edstrøm, Ström. The evolution of European copyright reform and the status of the enactment of these laws in real ways is a chaotic mess to navigate. The Copyright Directive is a new piece of EU legislation, which brings the copyright rules in Europe up to date with the online world. It aims to create a comprehensive framework, which will benefit a wide range of players acting in the digital environment: internet users, artists, journalists and the press, film and music producers, online services, libraries, researchers, museums and universities, among many others. What’s the same and what’s changed? What do we need to think about moving forward?

European Copyright Update

Fortunately, we have someone who can help give us a clear lay of the land and understands the day to day challenges of the Nordic markets – as well as address some of the elements of our businesses as major cultural institutions playing in the worlds of content development and distribution, streaming, social media and live.

After 15 wonderful years with International law firm Bird & Bird, Jërker co-founded Ström in Stockholm: a legal advisors firm, based in the media and entertainment business, whose lawyers advise and evolve the successful Swedish creative industry everyday. While they’ve never made it to the Billboard Hot 100 or sold out Madison Square Garden,
they stand behind those who do. As head of the firm’s media and entertainment department, Jerker Edström principally focuses on copyright law, licensing agreements and right-clearances.

Business proposal: FRONTROW – an end-to-end tech solution for classical music concert promoters

Jakub Fiebig. A complete data-driven concert platform and marketing service that connects concert presenters directly with audiences. FRONTROW will support ticket sales for live concerts by accessing user-based preferences and tailored messaging to a global community. 

Does that sound like a solution for your ensemble?

 

Business proposal: FRONTROW – an end-to-end tech solution for classical music concert promoters

Jakub Fiebig is a classical musician and concert manager and, in this session, will bring his suggestion for a partnership for Nordic Sound in how we together can merge the worlds of technology and classical music to create a brighter future for the sector.

Business proposal: Digital concert hall for Nordic Sounds members

Asbjørn Keiding, DEOO. The project Denmark’s digital concert hall will establish a joint digital concert hall and concert communication for the Danish – and maybe the Nordic – ensembles and orchestras. The pilot project is taking place right now and will result in both a platform and a report to clarify the possibilities for the future anchoring of the platform.

The platform will be inspired by other digital concert platforms and will ensure that members have full control over their own material.

Business proposal: FRONTROW – an end-to-end tech solution for classical music concert promoters

 The digital concert hall is an important strategic step to bring digital offerings together in one place, so it’s easy for users to find the music they want to see and hear.

The platform should also help to make users curious about both the newly composed and existing works by developing exciting ways of communicating music.

The digital concert hall can provide exciting new opportunities to reach a much larger and wider composite audience than today, so far more people enjoy the professional classical music and jazz music directly in their living room, on the train ride or wherever they like. Asbjørn Keding is presenting the project. Asbjørn is CEO of Danish Ensembles, Orchestras, and Opera Institutions.

Their Largest Concert Hall is YouTube

Lars Petter Hagen, Oslo Symphony. The Oslo Philharmonic is a symphony orchestra of international renown – playing 70+ concerts each year, mostly at Oslo Concert Hall, but also at several other venues. 

Their Largest Concert Hall is YouTube

During Corona, the orchestra’s digital ambitions were boosted and today the Oslo Symphony has almost 55,000 followers on YouTube. At this session, you can hear Head of Development, Lars Petter Hagen, talk about the orchestra’s YouTube adventures – and what they hope to achieve with their digital ambitions.

Setting Up Our Own Distribution

Henrik Bjørlin, Nordic Sound. How do we take advantage of the fact that the orchestras have a large reach on the digital platforms – and suddenly reach a huge audience in places like Mexico City, Jakarta or Istanbul? Henrik Björlin has many years of experience from the record industry, and sits on the board of Nordic Sound. 

Setting Up Our Own Distribution

On behalf of the association, he will present a proposal for how we as orchestras can use our own label to gain the opportunity to release recordings regularly, gain more control over what content we release, working with data more deliberately and how to use recordings as a means of marketing and a possible revenue. All to create more sustainable digital businesses.

Forging ahead in partnership with Technology – A PENTATONE and Primephonic success story

Simon Eder, Managing Director of PENTATONE and Primephonic Co-Founder. Soon after starting at PENTATONE in 2013, Simon and the leadership team realized the digital sales ecosystem was not prioritizing classical in a way that could drive future growth at scale. They launched the online platform Primephonic in a first step as high res download store, while in parallel working on Primephonic’s more complex streaming service offering. In 2018 Primephonic launched its fully-fetched streaming app and immediately began to represent the collective streaming interests of the classical music industry for a targeted audience. This long term vision and cultural commitment was recently commercially validated as Apple acquired Primephonic to further grow classical music. In this closing conversation, Simon will sit with Josh Greenberg, and discuss this journey and his visions for where further digitization will be moving in our various genres.

Forging ahead in partnership with Technology – A PENTATONE and Primephonic success story

Splitting his time between Vienna and Amsterdam, Simon M. Eder is the Managing Director at PENTATONE, a global music label specialising in high-end recordings with top international artists. Now celebrating their 20th anniversary, Simon has been a part of the company for almost 9 years. Concurrently, Simon co-founded Primephonic as an extension of his work at PENTATONE. Prior, he held roles in Marketing and Communications with St. Pölten Festspielhaus, ARTE television, IMG Artists and Dschungel in Vienna.