I denna upplaga av ExMS Stories har vi pratat med Darren Edwards som i flera års tid har arbetat som konsult och även deltagit i ExMS nordiska metal trade mission till Summer Breeze Open Air Festival. 

Med snart trettio år inom olika delar av musikbranschen kan Darren med säkerhet säga att de grå hårstråna i skägget är välförtjänta. Under sin karriär har han arbetat på turné med en rad olika band, på scener och arenor, som journalist, på skivbolag och i över 17 år som konsult i sitt eget företag.

Han är i dag promotor på Live Nation Sweden samtidigt som han arbetar med utvalda skivbolag och artister inom PR, marknadsföring, A&R m.m. Dessutom är han manager för ett antal artister, driver en framgångsrik podcast/radioshow och står bakom en av Sveriges ledande rock- och metal-plattformar online.

 

Hi Darren! You joined ExMS on a Nordic trade mission to the Metal festival Summer Breeze. How would you describe your experience and participation? 

“A wonderful experience from the moment we met up with everyone at the airport to the moment we said our goodbyes. We traveled with a wonderful bunch of people from all areas of the music business and between them and the meetings that Export Music Sweden set up, there was a great deal of knowledge shared in all parts of the industry and personally, a lot was learnt.”

Can you share something that the trade mission has resulted in

“This year’s trade mission had a DIRECT result in business, deals, agreements were made that are now being confirmed and executed. Deals, tours etc in various parts of the world. Export Music Sweden doing exactly what their name suggests, helping (in this case) me export the artists i work with and their music as well as introducing great contacts for future business as well. This year was a hugely successful Trade Mission for me personally”

Do you have any tips on what is good to keep in mind before and during a trade mission? 

“Be open to opportunities. Export Music Sweden has a huge network and great knowledge of the people they connect with their delegates so keep open for the possibilities that these new contacts can bring to your business.”

What advice would you give to others who want to enter the German metal market? HEMSIDA

“The world is getting smaller due to the globalization of many parts of the music industry. Germany is a very vibrant and large market. Go out and find where your place in the market is.”

 

What is the most valuable insight you are bringing back from the trip? HEMSIDA

 “For me it’s contacts because past years have proven that it results in business and this year proved that point again.”

From an export perspective, what do you see as the main opportunities for Nordic bands and companies in Germany?

 “Germany is a large and actually very vibrant music industry and landscape. Their fans are there and the industry structure is there. spend time and focus on the market because it’s a great market and a central point for making your European business work.”

What challenges do Nordic bands face when trying to enter or expand in the German market, and how can they be overcome?

“The same points that are good can also be challenging and that’s the same with Germany. This is a BIG market and takes time and focus to crack it. As vibrant and important as it is, it also means that there is traffic. You need to fight for your space and work hard but when it opens up it can be really welcoming and rewarding for bands and artists, and at a certain point for everything from tours to media, festivals etc etc for any and all genres of music.”