Last year at the Noorderslag Seminar and Electrosonic Festival in Groningen in the north of Holland, it snowed, this year it rained, but neither of these conditions could freeze or dampen the enthusiasm that attends this event. From my point of view it feels more and more like the European equivalent to the Texas based SXSW, and is growing in a similar way. Although Groningen is not as inundated as Austin with venues (where is?) there are a surprising number of well-appointed spaces. Originally a Dutch Music Industry event it becomes more international each year, it is firmly centred on live music and deals with other areas of the music business in relation to this. With the way the European business in particular is heading future problems of will no doubt be more about the controlling and containing of the event rather than building.

Over the three days, January 8-10, according to the organisers, 13,500 people, business and public attended the 25 Eurosonic venues and the 8 Seminar areas. 1,500 people attended and contributed to the Seminar. 150 acts performed and 27 nationalities were represented. The business was out in force, 35 Festivals all involved with the European Talent Exchange Programme (ETEP), 24 European Broadcasting Union (EBU) Radio Stations, similarly involved with ETEP, plus 50 International Music Managers Forum Members and 40 members of Network Europe.

Noorderslag dealt with topics on the record business, the live event and entertainment industry and the media, both on a Dutch national and on a broader international level. Panels and presentations included three ‘How To Export Your Music To…’ meetings, sponsored by EVD, dealing with bringing music to the UK, Germany and Hungary. The European Broadcasting Union Yourope, Network Europe, and the international managers federation IMMF held meetings, both public and closed at this years Seminar.

Our own VIP-Bookings.com panel on ‘The Seminar Summary Showdown’ attempted to review all that had taken place over the three days, focussing on furthering practical initiatives and co-operations to improve the opportunities for European talent to receive exposure in as many neighbouring territories as possible. Officially the panel included Peter Jenner (Sincere Management/IMMF), Peter Smidt ( Noorderslag), Ruud Berends (Noorderslag), Rob Berends (Network Europe), Christopp Huber (Yourope/Open Air St. Gallen), Jan Sneum (Danish Broadcasting/EBU) and Jean Francois Michel (European Music Office). However, as we presented this in the round as an open meeting many others contributed to the discussion including Eurosonic booker Igor Monnink and Wim Reijnen (IMMF). The discussion touched on the selection process for Eurosonic and the follow up festival and radio appearances of successful acts, inclusion of the record companies and their organisations in the furtherance of ETEP’s goals and a step up in the lobbying and involvement of the European Commission, and regional authorities. This meeting could well become a feature of future Seminars in an attempt to draw serious and practical conclusions for ongoing work.

I managed to see less acts than I would have liked from the very solid Eurosonic Programme, but highlights included Furia (Norway), Franz Ferdinand (Scotland), The Soundtrack of Our Lives (Sweden), Ilene Barnes (US/France) and The Don Johnson Big Band (Finland). British Sea Power from my home City of Brighton suffered from lost passport syndrome, and missing a main man, presented an acoustic set which still held the audience.

As well as a live radio broadcast to the Netherlands, Belgium, Ireland, Germany, Denmark and several other European territories, EuroSonic/Noorderslag was featured extensively on John Peel’s Radio One show on Thursday 8 and Friday 9 October. Broadcasting live from Groningen, the BBC also aired the festival proceedings on its website. Television coverage came from MTV Networks and from Germany’s Rockpalast show.

Vip News asked various involved parties for their view of the overall event:

Peter Smidt, - Architect for the Growth of European talents:

Peter Smidt is a typical founder. He set up the Noorderslag seminar and is still creative director for the event. Through his role within the Conamus organisation he assembles other organisations and projects such as ETEP and combines forces on a very practical level. Meanwhile he has entered into European affairs and is one of the very few lobbyists able to stimulate awareness and convince official sources of the benefit of music artists and the business.
Over the years Smidt developed a network and learned the necessary processes for achieving results. In comparison with many other activities so far undertaken ETEP is probably an instant success. However the reason that ETEP is doing so well is because of expertise and an established network of contacts, gathered over more the past decade.
The Noorderslag/ Eurosonic Seminar is a very good example of how Smidt designs his ideas and visions. Different from other conventions he insists that the get together of different organisations should lead to constructive collaborations and practical issues for the benefit of the music business. These positive aspects for the industry also gain advantages for artists. The fact that he meanwhile targets European measures and goals makes him, alongside Jean Francois Michel (founder of the European Music Office in Brussels) one of the very few speakers able to address, create and concern issues of the music society embedded in the European environment

Peter Smidt: (Noorderslag/Conamus)

Vip News: How competitive is European repertoire on the market?

Peter Smidt: I think the quality of the music is competitive but the amount of marketing money is not available and because of the structure of the industry it is more difficult for European repertoire than for US material.

Vip News: Would you say that the EU Government in Brussels is taking the interests of the music business more seriously than before?

Peter Smidt: I hope so but I think that we as the music industry have not been putting enough work into explaining our problems and have not been able to speak with one voice. We have been complaining without giving solutions and have been speaking for individual segments and projects.

VIP News: What is your vision regarding the music business in terms of a common market in Europe?

Peter Smidt: We should create pipelines for EU product in EU. And stimulate this industry to work with EU instead of US material. The European Market in total is bigger than the US market. If we are able to create a single EU market for EU product we have much more money available to invest in product and promotion. Media play a key role in this.

VIP News: Does the Brussels perspective towards the music business have more of a cultural or an economic approach?

Peter Smidt: Both of course.

VIP News: What do you believe are the reasons that the film industry receives much better funding than the music industry?

Peter Smidt: They are able to speak with one voice.

Vip News Do the music business community need to undertake bigger efforts to make sure that official institutions take more notice of their interests and problems?

Peter Smidt: Yes and better documented and in a more diplomatic way. Not only at EU level but also bring this issue to their national governments so that they take it to EU level. EMO is doing a very good job but they need to be supported

The Driving Forces Behind ETEP:

Ruud Berends is the General Manager behind the European Talent Exchange Program (ETEP). Invented and founded by Peter Smidt (Conamus) and Ruud Berends just one year ago, this measure is the first pan European program that seems to work on this level. It is accepted by the industry and, even more importantly, is subsidized by European Union funds. ETEP in the first instance was made possible due to the financial support of the Netherlands Culture Fund and the involvement of Yourope, the EBU (European Broadcasting Union), The Network and the Dutch members of the IMMF (International Music Managers Forum).

In 2003 first experiences demonstrated that the general aims of creating better conditions and possibilities for European artists had been achieved. The main thrust of ETEP is to offer bands the opportunity to play at European Festivals supported by media awareness, to increase the popularity of domestic talents abroad. Within the framework of the EBU members’ media involvement - airplay has been generated for selected talents and what is doubly important, is the appearance at festivals such as Roskilde or Haldern Open Air. Among others Kaizers Orchestra and Junior Senior are good examples of the success of the first year of ETEP.

So at Noorderslag/Eurosonic ‘04 it was time to re-evaluate the status of the program.

VIP News: Are there any improvements or changes planned for ETEP 2004?

Ruud Berends: In 2003 each participating ETEP Festival received 1 Eurobonus worth 1500 Euro. In 2004 each participating festival can even get this bonus twice. The artists have to be taken out of the official pool of talents selected at the Noorderlslag/Eurosonic Weekend (NSW) 2004. Another rule is that festivals cannot choose band from their own country. The support by involved radio stations in 2004 is much higher than in 2003. At NSW 2004 many heads of music of the 22 participating EBU radio stations were in Groningen with the intention of providing more for the selected artists on their way to the ETEP festivals. International Press attendance was much stronger than last year and this will make a serious difference as well. For instance WDR Rockpalast will follow up and support various acts in Germany that appear on NSW 2004 en-route to their festival shows in Germany.

VIP News: During Noorderslag 2004 some people noted the absence of Southern European bands. What are the reasons for this?

Berends: We have come to same conclusion. The number of artists offered to us especially from Greece, Italy, Spain and France was lower than from most other European countries. The same goes as well for the number of professionals that come to the NSW. However this issue is high on our agenda towards the 2005 edition of ETEP.

VIP News: Will you undertake more efforts to include bands from Eastern and Southern Europe?

Berends: We do not discriminate one way or the other, so in this case yes. But finally all offered acts are judged by the same criteria.

Vip News What are the next steps regarding ETEP?

Berends: Basically most of the time will go into compiling, collecting and distribute information from all partners to all partners on a regular basis. The first action is going to be to ensure that all festival promoters have to know who are the correct representatives of the artists that appeared at NSW 2004. At the same time, I have to check all ETEP festivals on their first choices and communicate these results to all radio stations, music media, the Network Europe, IMMF and all other ETEP-Festivals. This will be emailed and will be available through our website at www.etep.nl.

Furthermore I will be working on increasing the number of festivals from countries in the South of Europe as mentioned before. At least I believe that ETEP 2004 is going to be more successful than in 2003. The success relies on the unique cooperation and the support of all parties and partners involved.

The fund for ETEP 2004 is 90.000 Euro. A very important partner for raising the amount at the European Union education and culture department has been the European Music Office. But also the engagement of Conamus/SENA makes ETEP possible.

ETEP 2004 is a project by Noorderslag Foundation and is supported by Conamus/SENA performers and the European Union education and culture department'.

Festivals update, some tbc candidates not included:

Benicassim: Botanique:by:Larm: Chiemsee Reggae Summer: Dour Festival: Festimad festival (tbc): Forestglade: Frequency festival: Glastonbury: Guilfest: Gurtenfestival: Haldern Open Air: Hultsfred: Hurricane: Les Mediterraneennes : Lowlands: Malmö festival: Marktrock Leuven: M'Era Luna : Open Air St. Gallen: Øyafestivalen: Parkpop: Pinkpop: Provinssirock : Pukkelpop: Quart: Rheinkultur : Rock am Ring/Rock Im Park: Rock Sound Tuborg festival: Rock Werchter: Rockwave Festival : Roskilde Festival: Suikerrock : Summer Sundae Festival: Sziget Festival

Christof Huber – Yourope/ Open-Air St.Gallen:

“The Noorderslag Seminar and Eurosonic is a key event from the view of Yourope as the organisers involve the participating associations in an active way. We had a good meeting with our members and also an interesting lecture about the Future Consuming trends which Yourope presented. In terms of the Eurosonic Festival and the ETEP program, the wish of our members is to be more involved in the process of the pre-selection and the performances. We will be in close contact with Conamus about that. I guess that Groningen could be the place where associations will gather in the near future to unite for Brussels.”

Of the 35 Festivals participating in the ETEP programme, 17 are members of Yourope. At their private meeting, which Vip News was kindly permitted to attend, the Association put forward plans to extend their membership, and to actively exchange and contribute information to the ‘know how pool’ available to members on their new Home Page.

Further Info:
Yourope: The European Festival Association. Rosenbergstrasse 14 9000 St.Gallen Switzerland. Phone ++41 71 223 41 01 Fax ++41 71 223 41 09 www.yourope.org

Rob Berends: - The Network:

The main points arising from the Noorderslag meeting are:

1. Network Europe (NE) now has a board, which means it is easier to share tasks and ideas, and it is also easier to work on more tasks and achieve more results.Network Europe is now a better partner and contact party for other groups, associations, NGO's and governmental bodies

2. We will contribute to ETEP to the best of our abilities, will speak to Yourope, EBU, IMMF and EMO, and other relevant partners, and will join EMO as a member as soon as they have introduced a suitable membership possibility (they are working on it). We will start a 'members only' forum on the website. We will meet again (officially) around the summer, and of course during Noorderslag 2005 again. We will try to offer members good deals for interesting events, so that the events in turn can benefit from the presence of live music people from all over Europe (and the spin-off effects of Network Europe visiting and advertising the event). We will work on getting more members. More plans to follow.

3. Try to represent interests of the members and try to improve exchange of European talent.

4. As a young association, we currently do not yet have an official opinion on the market situation. But this has been discussed/exchanged during the meeting in Groningen.

5. Network Europe is very enthusiastic about ETEP. This is not surprising:the concept of the exchange of European talent has been supported and executed by Network Europe since 1986 already (with showcases for European talent at every Network Europe meeting)! ETEP is now an initiative from others, others who are enthusiastic, powerful and professional. Now that Network Europe is an Association, it can more easily contribute to ETEP and similar initiatives than before

6. We will offer several services to ETEP. This has been discussed by Network Europe during Noorderslag, but has not been forwarded to ETEP yet. This will happen in the next few days.

Jerney Kaagman –Managing Director Conamus:

“My impression was: Smooth organisation with a lot of satisfied guests. There were more international visitors than ever before. Also the contribution of the Secretary of State from the Ministry of Culture called Medy van der Laan was very special. She did the opening speech and was taken to several panels by Peter Smidt and myself to learn about all the problems in the music industry. Later that evening she was interviewed by Radio 3FM that was sending live from Groningen and also by WDR Eins live. The German interviewer asked our Secretary of State if she was impressed by the fact that Noorderslag now was the 2nd most important European Music Festival after the Eurovision Songcontest. She answered that she had not realised it till just now. It is obvious that one has to experience the Noorderslag Festival and Seminar to get the right picture and understand what is going on. That still is the bestway to understand it. Her being there was really important for Conamus and Noorderslag because she is also the person that can subsidise music programs like ETEP and Musicxport.nl. I have the impression that Noorderslag will grow further to be the European Seminar and Festival, whereas Midem and Popkomm are more under
the influence of US music business and not so creative as Noorderslag.I have tried to see as many acts and artists as possible therefore I am still going to bed at 9 this week to get back on my feet!”

Klaus de Rijk – Netherlands Embassy – Budapest:

"What is a cultural attaché doing at Eurosonic/Noorderslag?" - you might well ask. The answer is quite simple. The Dutch Foreign Trade Service invited me to speak about export possibilities for Dutch pop/rock/dance/house in Hungary. Together with László Szél (manager of Younderboi), Andrea Gáncs (programming manager of A38) and Vincent Krueger (New Cool Collective) we tried to give the audience in impression of the Hungarian market situation.

This presentation proves to me two important changes in thinking, at least in The Netherlands: 1. Music is an industry worth promoting abroad, like any other industry, and 2. a cultural attaché has also a role in presenting ‘popular art’ abroad, thus making clear that the difference between high and low culture is becoming more and more meaningless. I fully agree with both ideas.

Although having a background and training in (classical) music, I hardly know anything about pop, rock etc. But I found out that this doesn’t really matter. The people are as involved with their art as any other artist in any other sector of art. They are curious for new places to play and new people to meet – and that is exactly where I can help them.

So I had very nice conversations with managers like Willem Venema (former Mojo), Aad Link (De Nits), Nathalie Venendaal (ZUCO 103), Olga Heijns (Unmanageable Artists), and Inge Steenhorst (The Gathering). All of them will have concerts in Hungary (and the surrounding countries) in the not too far future, at the Sziget festival, on the A38, at the WigWam. And many more bands plan to come. I am sure all of them will have a great time.

As for Eurosonic/Noorderslag – I was really impressed by the way it was organised, by the people present, by the very stimulating atmosphere. I look forward to the next edition!”