1. EXPORTING BANDS IN EUROPE (EXPORTING BANDS IN EUROPE (EXPORTING BANDS IN EUROPE (EXPORTING BANDS IN EUROPE (TERMM 2013)TERMM 2013)TERMM 2013)TERMM 2013)
Christian Hald Buhl, Managing Partner, FACTORY 92

2. OVERVIEWOVERVIEWOVERVIEWOVERVIEW
• ABOUT ME / FACTORY 92
• EXPORTING BANDS IN EUROPE – 2013 TRENDS
 THE OPPORTUNITIES
 THE THREATS
 GERMAN MODEL & LESSONS LEARNED
• BELGIUM & THE TRENDS
• REFLECTIONS

3. • Dane who grew up in Brussels, where I started in the music
industry, eventually working for the Danish export office as
international strategy manager for several years
• FACTORY 92 = 2013-merger between German music PR
agency QUEEN ABOUT MUSIC and my former company THE
ROCKING FACTORY
• PR, campaign and export-consulting agency  Based on our
vision for music export in Europe
• FACTORY 92 is based in Hamburg, Germany, staff of 7
ABOUT ME / FACTORY 92ABOUT ME / FACTORY 92ABOUT ME / FACTORY 92ABOUT ME / FACTORY 92

4. ABOUT FACTORY 92ABOUT FACTORY 92ABOUT FACTORY 92ABOUT FACTORY 92 –––– The teamThe teamThe teamThe team

5. • Radio PRRadio PRRadio PRRadio PR (current: Múm,
Coco Rosie, etc.)
• Tour PRTour PRTour PRTour PR (current:
Macklemore & Ryan Lewis,
Parov Stellar, etc.)
• Festival PRFestival PRFestival PRFestival PR (current:
SZIGET, Reeperbahn, Red
Bull Hosted By, etc.)
• Showcase PRShowcase PRShowcase PRShowcase PR (current:
Working on German
showcases for several
export offices. DK, FI, LU,
etc.)
• Central coordination,Central coordination,Central coordination,Central coordination,
local executionlocal executionlocal executionlocal execution
• Partners in 8 countriesPartners in 8 countriesPartners in 8 countriesPartners in 8 countries
outside of Germanyoutside of Germanyoutside of Germanyoutside of Germany (US,
UK, FR, BE, NL, AT, CH &
DK)
• ReferencesReferencesReferencesReferences (current:
Trentemøller, Reeperbahn,
etc.)
European music companiesEuropean music companiesEuropean music companiesEuropean music companies
outsource senior exportoutsource senior exportoutsource senior exportoutsource senior export
management to us:management to us:management to us:management to us:
• DK: MXD / SPOTDK: MXD / SPOTDK: MXD / SPOTDK: MXD / SPOT
(consulting showcase
festival‘s international
stategy and running export
office showcase projects)
• DE: FKP ScorpoDE: FKP ScorpoDE: FKP ScorpoDE: FKP Scorpo (Export
of their festival portfolio)
• FR: Believe DigitalFR: Believe DigitalFR: Believe DigitalFR: Believe Digital
(Nordic business
development)
ABOUT FACTORY 92ABOUT FACTORY 92ABOUT FACTORY 92ABOUT FACTORY 92 ---- ServicesServicesServicesServices

6. • Music industry is getting healthierMusic industry is getting healthierMusic industry is getting healthierMusic industry is getting healthier
 Digital is coming of age
− Investments & door openers (Believe & labels, DEEZER & Proximus,
etc.)
− IFPI growth with 2012 being the first time the recorded music
market grew since 1999 (thanks to digital)
− Sweden & Spotify (yes here the bands do make money from
streams)
 Many hungry new players willing to share the risk of exporting
new bands. Especially on the bigger markets
− Hfn (DE) & Trentemøller (DK) -> Label and artist
− Believe Digital (EU) & TUTL (FO) -> Distributor and label
• New political platforms being launched in EUNew political platforms being launched in EUNew political platforms being launched in EUNew political platforms being launched in EU
 Many EU countries have in recent years launched new
showcases, networking events and financial support programs:
− New showcase festivals (Glimps, BIME, Sonic Visions, etc.)
− New export offices (Luxembourg, Austria, etc.)
2013 TRENDS2013 TRENDS2013 TRENDS2013 TRENDS –––– Opportunities for band exportOpportunities for band exportOpportunities for band exportOpportunities for band export

7. • National focusNational focusNational focusNational focus
 we see it from Denmark to Belgium. The industry, press and
ultimately the consumers are going local with their music
consumption
 This trend is especially visible in smaller countries
− Check out the Studio Brussel playlist!
• BBBBand overloadand overloadand overloadand overload
 Live competition in Germany is for example overwhelming
the market. Several tours are thus being cancelled for the
moment (also the ones promoted by the major agencies)
2013 TRENDS2013 TRENDS2013 TRENDS2013 TRENDS –––– Threats to band exportThreats to band exportThreats to band exportThreats to band export

8. • The German music industry is a „secret“ exporter ofThe German music industry is a „secret“ exporter ofThe German music industry is a „secret“ exporter ofThe German music industry is a „secret“ exporter of
European bands!European bands!European bands!European bands!
 Its not about conquering the world with local talent its
simply about putting out the right music on the right
markets
− Scandinavian „export“ succes stories like Trentemøller, Agnes
Obel & Múm are for example largely products of German music
industry work (not to mention Lana Del Rey)
• Open domestic marketOpen domestic marketOpen domestic marketOpen domestic market
 The German press, consumers and industry don‘t care where
the music is from
− Import friendly + huge market = Attracting loads of
international networks and interest
= GERMANY‘S FEAR OF NATIONALISM = EXPORT STRENGTH= GERMANY‘S FEAR OF NATIONALISM = EXPORT STRENGTH= GERMANY‘S FEAR OF NATIONALISM = EXPORT STRENGTH= GERMANY‘S FEAR OF NATIONALISM = EXPORT STRENGTH
2013 TRENDS2013 TRENDS2013 TRENDS2013 TRENDS –––– German model & lessons learnedGerman model & lessons learnedGerman model & lessons learnedGerman model & lessons learned

9. +THE GOOD++THE GOOD++THE GOOD++THE GOOD+
• New players & market growth!New players & market growth!New players & market growth!New players & market growth!
 Easier to attract export partners on the bigger markets
− German companies are for example increasingly open to work
with and invest in Belgian bands following the success of the likes
of Milow and Triggerfinger
----THE BADTHE BADTHE BADTHE BAD ----
• Competition on the bigger markets!Competition on the bigger markets!Competition on the bigger markets!Competition on the bigger markets!
• ReducedReducedReducedReduced bandbandbandband----export investments due to national focusexport investments due to national focusexport investments due to national focusexport investments due to national focus
 Import is export
− On the international agenda smaller markets like Belgium are
always behind the likes of Germany and France... Less investments
mean less trade opportunities & networks
 Related business consequences @ FACTORY 92:
− THE SCOOP ENGINE no longer does new band related PR
campaigns in small territories like Belgium
− SPOT On Denmark left Belgium
BELGIUM & THE TRENDSBELGIUM & THE TRENDSBELGIUM & THE TRENDSBELGIUM & THE TRENDS –––– Consequences?Consequences?Consequences?Consequences?

10. • @ Bands & professionals: Be pragmatic when exporting@ Bands & professionals: Be pragmatic when exporting@ Bands & professionals: Be pragmatic when exporting@ Bands & professionals: Be pragmatic when exporting
 Don‘t dream and get blinded by national feelings
• @ Bands & professionals: Play ball while you can@ Bands & professionals: Play ball while you can@ Bands & professionals: Play ball while you can@ Bands & professionals: Play ball while you can
 The markets have opened up with many new investing
players.... but they will settle down again, and the competition
is on the case
• @ Bands: Export is a must if you want a full@ Bands: Export is a must if you want a full@ Bands: Export is a must if you want a full@ Bands: Export is a must if you want a full----time careertime careertime careertime career
 Be careful with your international rights
− .... But understand the dilemma of your local industry.... And the
long-term challenge for your scene. Difficult for small country
professionals to maintain ownership once major international
partners enter the game
REFLECTIONS @ BELGIAN BAND EXPORTREFLECTIONS @ BELGIAN BAND EXPORTREFLECTIONS @ BELGIAN BAND EXPORTREFLECTIONS @ BELGIAN BAND EXPORT