Norwegian music industry’s export facilitator and promotional organisation.

Broiler – poised to take on the US

Posted: 21. May, 2015

Broiler's Simen Auke and Mikkel Christiansen (Photo: Olav Stubberud)

Successful Miami debut for hot-tipped EDM duo.

By Gisle G. Stokland (text and front-page photo)

When Music Norway hooked up with Broiler managers Christoffer Huse and Trond Opsahl of Norway’s Sky Agency at last year’s Winter Music Conference (WMC) in Miami, the two revealed plans to mature the duo’s appearance: from that of a domestically successful party-anthem fuelled one into a more serious, export-ready electronic pop outfit.

One year on: the duo has successfully made a 180 degree turn on home turf, brandishing a new style and have seen their tracks move up the charts in Sweden and a number of other European countries. Through a global licensing deal, via Casablanca, the US is now next on the duo’s travel itinerary, a move that was celebrated by Broiler doing their first US show at the WMC in Miami in April.

– Distance no object

Broiler’s WMC showcase was staged at the Clevelander Hotel in front of a 400-strong crowd, not to mention all those taking in the show while strolling the Ocean Drive courtesy of large LED screens illuminating the Miami night with Broiler live footage.
We asked Sky Agency’s Christoffer Huse how the cooperation with Casablanca has gone down so far:

– We’re really happy – they staged our showcase over there for us, brought in cars that drove around Miami boosting Broiler’s presence and they’ve initiated a launch campaign for ‘Wild Eyes’. I don’t think the track has been listed with any US radio stations yet, but the track is already generating 10-20000 streams a day over here. This is Broiler’s US debut single, so yes, Casablanca is really doing a great job here. Casablanca, Interscope and Island Records all share the view that Broiler has the potential to grow into a major act in the US, says Huse of Norway’s Sky Agency.

How do you see yourself keeping control of Broiler’s US career? Will you let a US-based management in?

– Granted that almost all communication nowadays is done via mail and phone, geographical distance is no longer a problem. We like to have 100% control over the strategies laid out for Broiler, so we will always have the final saying. An agent for the US is something we have already begun to look into. There are several interested parties who would like to work with us over here, but I’d rather not mention any names yet. Next year, we hope to gain a greater presence for Broiler during the Winter Music Conference, and during this year’s WMC Music Norway brunch we talked to a few different parties that shared great faith in Broiler, so it’s exciting times ahead, for sure. It would also have been great to create a Norwegian Night, where we gather some of the biggest Norwegian acts in one WMC venue, says Huse.

Door openers

Following their Clevelander Hotel showcase, Music Norway met a tired but happy couple for brunch at the Mondrian South Beach: Mikkel Christiansen and Simen Auke of Broiler.

– We’re really happy now. It was a bit scary and really exciting, says Christiansen.

– In reality, we were totally terrified, but in the end it went down well. You don’t want to botch a gig in front of a crowd that has never seen you before. Before our set, the promoters let a 16 year old photographer play a couple of tracks, and he just went wild. He was so fired up that he played the fastest and hardest tracks in his bag while we had plans to open the gig with down-tempo numbers. A bit of a contrast, but it worked out nicely in the end, says Auke.

What was your favorite WMC moment?

– Tiesto’s show was awesome. He played a lot of new stuff – a new style that’s not so monotonous, says Auke.

Are you comfortable by answering ‘Norway’ to questions of your origin?

– Definitely, everybody are really positive about it – it’s probably due to Kygo’s success, says Auke.

– It’s so cool to see that young Norwegians can make it over here, acts like Nico & Vinz and Kygo in particular. Many US music industry execs now have their sights set on Norway – this could definitely open many doors, says Christiansen.