Industry Talk: Meet Yunus Daar from Nora Collective
He sees a future where Scandinavian music and fashion is at the forefront, and calls out for more female producers.
Skrevet av Rebeca 19.03.2019
Yunus Daar is 23 years old and hails from the west coast city of Bergen in Norway. Since 2015 he has worked creatively for Nora Collective, and has been a part of shaping it into what it is today; one of the biggest labels and management companies for urban music in Norway.
He has worked with brand development, project management, tour managing, events, booking, DJing (his own duo “Lotionboyz”), A&R, marketing, PR and design. In other words an already quite fruitful CV. The 23 year old is now managing the Norwegian artist “Philip Emilio”, and the new rising talent, “Kapteinen.” In Nora’s roster you find artists such as Arif, Unge Ferrari, Loveless (Filip Kollsete and Eirik Tillerli) and the dancer, Mona Berntsen (dancer for Justin Bieber, Justin Timberlake, Cardi B among others).
The young industry talent from Bergen was recently picked out as one of the “Nordic Music Biz’ Top 20 Under 30” in 2019 because of his work in the Norwegian music industry the last couple of years. And on March the 29th of March he will a part of the The New Generation-panel at Eksportdagen, the day before Spellemann, the Norwegian Grammy Awards.
We had a chat with him about his thoughts on the industry and future.
“What has been on your to-do-list lately, and what takes most of your time?”
“My to-do list is packed with facilitating both our company and my artists. We are focusing on the music we create and we are really trying to pin-point them visually. Both Philip Emilio and Kapteinen will have a pretty exciting 2019 and the years to come. I would say that takes a lot of my time during the day, and it is a lot of fun!”
“The most important piece of advice you have ever received?”
“What if if’s and but’s were candy and nuts?” For all I know, “but’s” and “if’s” aren’t candy and nuts. Basically, don’t come to the agreement with yourself if you have a «but» or a «if». Just do what ever you want to do, and do it now. Corny, but very true.”
“Any helpful tips and tricks for a way around the industry?”
“Keep a smile(!). Be yourself. Read a lot. Be curious. Don’t get caught up on achievements and failures because the industry is moving with or without you. Stay up-to-date. Don’t specialize in one thing. Learn a bit of everything. I, myself, am still learning everyday. Oh, I almost forgot; don’t get frightened by big words by industry-folks. Usually people don’t know what they’re saying themselves, hehe.”
“Why Norway, why now? Where are we going?”
“For myself I found the Norwegian music industry to be very fascinating. I think the whole Scandinavian sound will be at the forefront of music and fashion in the near future.”
“We already have big names thriving internationally; Sigrid, Astrid S, Cashmere Cat, Julie Bergan, Ina Wroldsen, Boy Pablo and many more. With all the access we have of information and technology we will soon see many young producers hit the international stage. The young generation is learning everything in their bedroom and their talent is above and beyond.”
“I also believe the access we have through social media gives us a platform to distribute and communicate our talent, and makes it easier for the younger generation to break through internationally. Today you can literally pitch a beat through Instagram. Ella Mai got in contact with DJ Mustard through Instagram. Crazy! This post here goes out to young women out there. We need more female producers! YES, YOU!”
“When it comes to where we are going. I mean, if Marshmello can arrange the biggest concert recorded to-date ONLINE indicates that both the world and the industry (worldwide) is in a rapid change. It is a big shift. The access and technology we have will determine how the industry will be in the next coming decade. We should only learn, adapt and be innovative.”
“Who in the Norwegian music industry deserves a high five?”
“I would like to give a couple of high fives actually. To my colleagues, Magdalena Kellman, Stine Tømmerås and Zeshan Idris. All of them are really thriving in their fields and are exceptional at it! One to Agnes Bjerkenes from Sony Music Norway. She’s focused and is really trying to connect different acts together. Big one to Manbir Plaha who keeps motivating me and inspiring me to strive! Cecilie Torp Holte deserves one too. Her work ethic is beyond measure. Really inspiring! Most importantly, big high fives to Petter Wahlen, Ali Wali, Shire Standnes and Arif Salum. My inspos and mentors. Thank you guys!”