Tonlist Nordic Okt
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Transcript of Tonlist Nordic Okt
Ágúst Einarsson, Nordic Music, 13th of October 2006 1
Dr. Ágúst Einarsson Professor
University of Iceland
Faculty of Economics and Business Administration
[email protected], www.agust.is
The Nordic Music Sector, Nordic Co-operation and
Creative Industries
Reykjavik 13th of October 2006
Ágúst Einarsson, Nordic Music, 13th of October 2006 2
The Nordic Music Sector
The Nordic music industry is a growing industry
Related industries, such as music videos and software play an increasing role
No clear boundaries between sectors, such as record companies, publishers and distribution
Tax reduction could be very effective
Education and music schools are among the most important factors
Ágúst Einarsson, Nordic Music, 13th of October 2006 3
Composers
Musicians
Producers
Distributors
Consumers
Production process in the music industry
Ágúst Einarsson, Nordic Music, 13th of October 2006 4
Characteristics
Supporting factors
Music education
Business education
Financing
Primary activities
Composers Musicians Producers Distributors Consumers
InstrumentsNational, international and global impact
Enterprises-records-concerts-videos-films-DVD
RadioTVInternetShops/retailCinemaConcert hallHomes
Demand depending on quality, utility, taste and price
Value Chain in the Music Industry
Ágúst Einarsson, Nordic Music, 13th of October 2006 5
More business education is vital
A better coordination between cultural and business policy is needed
Export is the key to success, as the Nordic market is relative small
More research and better data are required
The Nordic Council of Ministers can play an important role in supporting the Nordic music industry
Ágúst Einarsson, Nordic Music, 13th of October 2006 6
Employment in the music industry
Retail value of records in Million USD
DenmarkFinlandIcelandNorwaySweden
3.000 - 7.5003.000 - 7.500
1.0007.500 - 9.000
6.000 - 15.000
180120
15250240
Ágúst Einarsson, Nordic Music, 13th of October 2006 7
Global music market is approximately 33 billion USD
The Nordic music market is about 3% of the world record market, but represents only 0,5% of the world’s population
Denmark’s export of music is 100 Million $ and the turnover of Denmark’s music industry is 900 Million USD. It comprises 0,2% of all Danish industries
Sweden is exporting for 920 Million USD of music products
In the global industry only 2 of 10 albums succeed to recover production costs through selling. It is a risky business
Ágúst Einarsson, Nordic Music, 13th of October 2006 8
The turnover of the music market in Finland is 700 Million USD
The music sector is a significant part of the Icelandic economy, 1% of the GDP
The number of students attending music schools has grown by a factor of almost eleven over the last four decades
The organisation of music schools in Iceland, with its mixture of private and public enterprises, is excellent
Have all cultures the same opportunity to make their influence felt?
Small areas often don’t have the financial ability to spread their influence
Ágúst Einarsson, Nordic Music, 13th of October 2006 9
Expenditures of the general government to cultural activities for 59 countries
Country % Country % Country %
Iceland (2004) Estonia (2001)New Zealand (2004)Luxembourg (2004)Latvia (2004)Georgia (2004)Tajikistan (2001)Kazakhstan (2004)Belarus (2004)Iran (2004)Kuwait (2003)Denmark (2004)Netherlands (2004)Lithuania (2004)Russian Federation (2004)Hungary (2002)Israel (2004)Slovenia (2004)Mauritania (2003)Portugal (2002)
6.185.555.004.853.663.653.533.413.263.203.173.093.082.952.842.782.782.712.622,62
Canada (2004)Spain (2002)Australia (2004)Czech Republic (2004)Norway (2004)Switzerland (2002)Finland (2003)Croatia (2003)Italy (2003)Belgium (2003)Mauritus (2004)Romania (2002)Slovak Republic (2003)Austria (2003)Bulgaria (2004)Ukraine (2004)Sweden (2003)Bolivia (2004)Poland (2003)Ireland (1997)
2.602.592.582.542.532.462.432.402.402.382.362.332.102.042.021.981.851.691.641,62
Bhutan (2004)Moldova (2004)France (2003)Malta (2001)Germany (2003)Albania (2002)Lesotho (2003)Thailand (1996)El Salvador (2003)Kenya (1994)United Kingdom (2004)China (2003)Indonesia (1993)United States (2004)Greece (2003)Costa Rica (2003)South Africa (2002)Japan (2003)Argentina (2004)
1.591.521.481.481.421.391.361.151.141.011.010.980.930.890.880.760.710.440.39
Ágúst Einarsson, Nordic Music, 13th of October 2006 10
The Nordic Co-operation
Nordic Council established 1952Cultural co-operation, agreement 1972Goals of the co-operationWays of reaching these goalsThree areas:• Nordic countries• neighboring areas (Baltic States, North-West
Russia, Arctic region)• European Union (EU) and European Economic
Area (EEA)
Ágúst Einarsson, Nordic Music, 13th of October 2006 11
Priorities now are:• children and young adults• professional work of art and culture• minorities• non-governmental organizations (NGO)
The Nordic ministers of culture are responsible for the co-operation
Two funds: the Nordic Cultural Fund and the Nordic film and Television Fund
Ten Nordic institutions, including the Nordic Houses
Ágúst Einarsson, Nordic Music, 13th of October 2006 12
Art co-operation in the following institutions:
The Nordic Literature and Library Committee (NORDBOK)
The Nordic Music Committee (NOMUS)
• to promote co-operation by awarding grants
• to increase composition, teaching and number of performances
• secretariat of the Nordic Council Music Prize
Ágúst Einarsson, Nordic Music, 13th of October 2006 13
The Nordic Center for the Performing Art (NordScen)
The Nordic Institute for Contemporary Art (NIFCA)
The Nordic Museum Committee
EU and EEA activities according to the Maastricht treaty
Four Nordic Cultural prizes
Ágúst Einarsson, Nordic Music, 13th of October 2006 14
Reform decided 2005, full effect 2007
• more flexibility
• co-operation
• new working procedures
• response to the challenges of the cultural life in the Nordic region
• departure from sector thinking
• thematic ventures
• programs with limited time frame
Ágúst Einarsson, Nordic Music, 13th of October 2006 15
Three new programs:• The Nordic program of computer-games
to increase the quality of games for children and young people
• Mobility and residence program for artists• Program for Nordic art and culture co-
operation (cross-sectoral art program)Closing institutions:The Nordic Literature and Library Committee
(NORDBOK)The Nordic Music Committee (NOMUS)
Ágúst Einarsson, Nordic Music, 13th of October 2006 16
The Nordic Center for the Performing Art (NordScen)
The Nordic Institute for Contemporary Art (NIFCA)
The Committee for Children’s and Youth Culture
The Committee for Culture and Mass Media Co-operation
The Committee for Culture Projects Outside the Nordic Region
The Committee for the Nordic Museums Co-operation
The Nordic Journalists Center (NJC)
Ágúst Einarsson, Nordic Music, 13th of October 2006 17
Music
Culture
Creative industries
Ágúst Einarsson, Nordic Music, 13th of October 2006 18
Creative industries
advertising, architecture, art and antiques market, crafts, design, designer fashion, film, video and cinema, interactive leisure,
libraries, museumsmusic, performing arts, photography,publishing,software and computer
services, software, television, radio and
media
Ágúst Einarsson, Nordic Music, 13th of October 2006 19
The concept of creative industries is an opportunity for the Nordic countries to become a global center for research, education and innovation in the creative industries
An important aspect of any discussion of creation is to realise that creation often takes place in clusters
For countries with a relatively low population it is important to stress cultural affairs
Ágúst Einarsson, Nordic Music, 13th of October 2006 20
We can look at the individuals in the separate occupations and classify their work into the following four categories, i.e.primary production, manufacture, services and creative industry
•Four dimensions instead of three dimensions
Ágúst Einarsson, Nordic Music, 13th of October 2006 21
The Global Creativity Index (GCI). 2004SwedenJapanFinland United StatesSwitzerland DenmarkIceland Netherlands NorwayGermany CanadaAustralia BelgiumIsrael United Kingdom
0.8080.7660.6840.6660.6370.6130.6120.6110.5950.5770.5480.5280.5260.5250.517
South KoreaFrance New ZealandAustria Ireland Czech Republic GreeceSpain EstoniaRussiaItaly Ukraine Slovak RepublicHungary Croatia
0.4650.4620.4590.4380.4140.3820.3710.3650.3600.3390.3350.2960.2910.2820.28
Bulgaria LatviaUruguayPoland PortugalChinaGeorgiaArgentinaTurkeyChileIndiaMexicoBrazilPeruRomania
0.2750.2620.2400.2390.2340.2300.2190.1990.1860.1850.1770.1640.1590.1320.127
Ágúst Einarsson, Nordic Music, 13th of October 2006 22
The World Competitiveness Index (WCI), 2006Switzerland Finland Sweden Denmark United States Japan Germany Netherlands United Kingdom Norway Iceland Israel Canada Austria France
5,815,765,745,705,615,605,585,565,545,425,405,385,375,325,31
Australia Belgium Ireland New Zealand South KoreaEstonia Chile Spain Czech Republic Portugal Latvia Slovak Republic Hungary ItalyIndia
5,295,275,215,155,135,124,854,774,744,604,574,554,524,464,44
Greece Poland Croatia China Mexico Turkey Russia Brazil Romania Argentina Uruguay Bulgaria Peru Ukraine Georgia
4,334,304,264,244,184,144,084,034,024,013,963,963,943,893,73
Ágúst Einarsson, Nordic Music, 13th of October 2006 23
The Index of Information and Communication Technology (ICT), 2005
United States Denmark Iceland Finland Canada Sweden Switzerland United Kingdom Netherlands Norway South Korea Australia Japan Germany Austria
2,021,801,781,721,541,491,481,441,391,331,311,281,241,181,18
Israel Ireland New Zeeland France Estonia Belgium Portugal Chile Spain Czech Republic Hungary India Slovak Republic Italy Greece
1,161,151,141,110,960,870,560,520,470,360,270,230,190,160,08
Turkey China Latvia Brazil Poland Mexico Romania Croatia Uruguay Bulgaria Argentina Russia Ukraine Peru Georgia
0,00-0,01-0,03-0,04-0,09-0,14-0,23-0,23-0,31-0,31-0,38-0,39-0,49-0,70-0,82
Ágúst Einarsson, Nordic Music, 13th of October 2006 24
The Index of Information and Communication Technology (ICT), 2004
Iceland Finland DenmarkUnited StatesSwedenJapanSwitzerland CanadaAustralia United KingdomNorwayGermany Netherlands Israel Austria
1,661,621,601,581,531,351,301,271,231,211,191,161,081,021,01
France New ZeelandIreland South KoreaEstoniaBelgium Spain PortugalChileHungary IndiaCzech Republic GreeceChinaItaly
0,960,950,890,810,800,740,430,390,290,240,230,210,170,170,10
BrazilSlovak Republic TurkeyRomaniaLatviaCroatiaMexicoRussiaUruguayPoland Bulgaria ArgentinaUkraine PeruGeorgia
0,080,03-0,14-0,15-0,23-0,25-0,28-0,36-0,39-0,50-0,51-0,62-0,68-0,91-0,94
Ágúst Einarsson, Nordic Music, 13th of October 2006 25
Gross National Income (CNI) per capita at PPP, 2004
United StatesNorwaySwitzerland Ireland Iceland Austria DenmarkUnited KingdomBelgium Netherlands CanadaJapanSwedenFinland France
39.71038.55035.37033.17032.36031.79031.550
31.46031.36031.22030.66030.04029.77029.56029.320
Australia Germany Italy Spain Israel New ZealandGreeceSouth KoreaPortugalCzech Republic Hungary Slovak Republic EstoniaPoland Argentina
29.20027.95027.86025.07023.51022.13022.00020.40019.25018.40015.62014.37013.19012.64012.460
LatviaCroatiaChileRussiaMexicoRomaniaBrazilBulgaria TurkeyUruguayUkraine ChinaPeruIndiaGeorgia
11.85011.67010.500
9.6209.5908.1908.0207.8707.6806.2506.2505.5305.3703.1002.930
Ágúst Einarsson, Nordic Music, 13th of October 2006 26
Potential entrants
Threat of new entrantsBargaining power of suppliers
Bargaining power of buyers
Threat of substitute products or services
Industry competitorsRivalry among existing firms
BuyersSuppliers
Substitutes
Ágúst Einarsson, Nordic Music, 13th of October 2006 27
Government Firm strategy, structure and rivalry
Factor conditions
Related and supporting industries
Demand conditions
Ágúst Einarsson, Nordic Music, 13th of October 2006 28
The contribution of the music industry to the Gross Domestic product (GDP) in the Nordic countries is from 0,5% to 1%
Estimated proportion of the contribution of the music industry to GDP
DenmarkFinlandIcelandNorwaySweden
0,7%0,6%1,0%0,8%0,7%
Ágúst Einarsson, Nordic Music, 13th of October 2006 29
Huge economic impact through art festivals
Film festivals
Music festivals
Marketing, impulses, tourism
Nordic Music Days
Valuable artistic and economic contribution