RUNNING HEADER 34 | MEETINGS INTERNATIONAL | BIR No. <strong>26</strong> 2020
RADAR photo iStock.com/eyegelb The Evolution OF FAROESE MUSIC Music is deep-rooted in Faroese culture. Before the late introduction of instruments in the mid-1800s, Faroe Islanders would sing ballads, lullabies and hymns using only their voices. In recent decades, Faroese artists have been able to make a living from music, through <strong>international</strong> connection. Some have reached <strong>international</strong> audiences, but to date, these efforts have had limited institutional support. The next step in the evolution of Faroese music is to develop opportunities for better connections between artists and the <strong>international</strong> music market. Leading that effort is UK native Fred Ruddick. He is the newly appointed head of Faroe Music Export (FMX), a government-run music export office, founded in 2019. One of its first tasks has been to undertake an appraisal of the entire Faroese music industry. “First and foremost, we need to understand what we already have here,” says Fred Ruddick. “We need, amongst other things, a broad overview of companies, content, venues and opportunities, as well as an understanding of how funding works for music. It is an ongoing process, and by gaining a good basic insight, we can start to find areas where we can best inject ideas and opportunities.” One of FMX's first local projects is a collaboration with Faroese national broadcaster, Kringvarp Føroya. A new series, called “Í Luftini”, translated as ‘on-air’, will feature live studio performances by current artists releasing music. Launched in October, it airs every few weeks on national television and is shared online via FMX's website. When an artist releases music, they create assets to accompany their music, such as videos, press photography and live performance videos. These assets enable artists to connect to markets. Artists featured on the series will be able to share the content with their audiences and future business partners. “Storytelling in music is essential,” says Fred Ruddick. “This collaboration works very well for everyone involved. For Kringvarp Føroya to share new Faroese music with the Faroe Islands, for the artists to have high-quality content and for FMX to tell the story of new Faroese music as it happens.” Although FMX is involved in helping to create opportunities for artists, artists themselves must also work hard to connect their music. FMX is there to amplify people's efforts. “We have, for example, shared possible PR courses with artists, to help them prepare and undertake this when they request PR work. We're duty-bound to talk to people, support and guide them with ideas and opportunities, but we cannot supply inside business services for any company or individual. It is very much up to them to do the work.” Although he has worked at FMX for less than a year, Fred Ruddick has been connecting Faroese artists to the outside world for much longer. As booker and creative director at the Faroese music festival, G! Festival, for four years, he regularly helped Faroese artists with promotional packages, biographies. He introduced them to outside agencies when appropriate. At times he would feel frustrated with how things did or did not work locally and experienced a conflict of interest in selling a festival ticket and wanting to develop the Faroese music industry. “On paper, I was selling a festival, but I have always worked for music. I have always put the artist first. In terms of development, I understood and felt many of the gaps that exist here.” 2020 No. <strong>26</strong> MEETINGS INTERNATIONAL | BIR | 35