Feedback session with Pelle Lidell

Song:Expo Trondheim

Song:Expo songwriting camp

by Webmaster, 17.08.2011

Scandinavia's largest songwriting camp took place in Trondheim in August.

From August 17 to 22, Trondheim Calling Song:Expo will took place for the first time. This was Scandinavia's largest songwriter camp, with 12 publishers/A&Rs, 26 international songwriters and 26 Norwegian songwriters gathering in Trondheim.

- The main objective of Trondheim Calling Song:Expo is to present songwriting as an industry. In Norway there is a huge export potential with regards to selling songs, says the event organizer Robin Jenssen, who is also general manager of Dsign Music, a Trondheim-based production and songwriting company which has sold about 4 million songs worldwide.

Music auction

At the songwriting camp the participants assembled in teams of four and the team members were switched regularly throughout the event. The final result was a large number of songs with many different composers. The camp was concluded with a banquet where all the songs were presented for delegates from international record companies, who got the chance to buy the rights to the various songs in an auction.

Some of the international participants were Teddy Riley (producer for Michael Jackson, Snoop Dogg), Herbie Crichlow (producer / songwriter for Backstreet Boys and Robyn) and Anders Bagge (Madonna), as well as  publishers from both Japan, South Korea and the U.S.

From Norway, high profile names like Marion Raven and Arne Hovda participated.

Trondheim Calling Song:Expo received support in terms of finances and resources from both NOPA, Music Export Norway, Innovation Norway, Arts Council Norway and the Ministry of Culture, to mention a few.

- The fact that Music Export Norway supports the camp, gives additional weight to the objective. This is a great way to export a wide variety of pop music, and for me as a representative for Universal, this gives me a good opportunity to scout for hit songs, says Pelle Lidell, European A&R Executive at Univesal Music Publishing.

He has been deeply involved in the camp together with Robin Jenssen.

- I feel certain that even the rookie writers' songs are going to reach out internationally. I have heard so many good songs already. I have invited Universal-published songwriters and top A&R managers from both publishing and record companies in the United States, Germany, Japan, etc. because there is an incredible amount of good music and talent in Norway, he says.

Several deals

According to Jenssen, the event has already resulted in several deals. Some are still a bit early to reveal, but at least three songs are on hold for well known international acts, and one song is confirmed for a million selling Asian act.

In addition, Jenssen confirms several co-writes in the wake of the event, both with Norwegian and International songwriters as well as local songwriters.

(Photo: Trond Hillestad & MEN)

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