Norwegian music industry’s export facilitator and promotional organisation.

Industry Talk: Jenny Thyrhaug

By Julie Vold Posted: 03. Jul, 2017

Streaming has a 83% market share of the Norwegian record industry’s total income – meet Jenny who runs the playlist brand Filtr at the Major label Sony Music Entertainment Norway

As Head of Filtr in Norway, I’m the team lead for our playlists; I curate and maintain a substantial number of them, mainly in Spotify but also on other DSP’s and platforms. This includes digital marketing/creative campaigns, strategy and programming for a multitude of genres, moods, moments and seasons. I identify and execute new playlist hypotheses and listening experiences. I then follow up on the results of these as well as the performance of our playlists and our ways of promoting them – which I also explore, plan and execute. All of the above together with the team.

What has been your focus lately?
Lately I have been planning and started executing our summer campaigns. We have some exciting initiatives with some of our local and international artists coming up. I strive to be focused on keeping up to date with current challenges within our industry. As with Sony Music Norway in general, my main focus is on digital and streaming. Streaming has been the main way of music consumption in Norway for a couple of years now. The Nordics are in forefront here, but the rest of the world is not too far behind. This means that that the geographical boundaries are less and less important. Likewise my focus has shifted from local to local and global. This in turn leads to new exciting opportunities for our local artists internationally.

The most important piece of advice you have ever received?
As many other I started in the industry as a trainee. I think it was 7 years ago, and I was working my ass of as a runner for a big international artist who was visiting Oslo for concert and promotion purposes. I had a great time with the band and management, but I must have appeared as very insecure and I excused my behaviour all the time. A couple of days after the band left I received a mail from the manager of the band. He told me that the band was very happy with the job we did, but what I really learnt from this mail was the following;

“You´re going to get far if you do not underestimate yourself – and be confident.” I think this is something many of us Scandinavians can learn from when operating in a global market. Be confident in what you do.

Your best industry-tip?
Strive to be adaptable. The industry is changing all the time, and we can´t stop it. What we can do is adapt to the changes. In order to be best fit for all changes I think it is important that you stay up to date with what´s going on in your field within the industry – remember to see the big picture.

What’s your golden moment to share with the rest of us?
I really love my job and part of that is all the great moments in music I am so lucky to experience.

When speaking of “golden moments” it’s all a matter of perspective. I remember back in 2003 when my mom brought me to the Bruce Springsteen show at Ullevi, and for the first time I started dreaming about a career within the music business. Last summer I brought my mom to see Bruce Springsteen in Oslo on VIP company tickets. That was a special moment for me.

Why Norway, Why Now?
Going back to what I said about the streaming market being global there seems to be a perfect storm right now. Not only are we at the forefront of streaming here in the Norway, at the same time we have been blessed with a bunch of Norwegian talent with international potential and success. Cashmere Cat, Astrid S, Aurora, Alan Walker, Sjur, Kygo and Julie Bergan to name a few. We have every reason to be optimistic, but we also need to be smart and strategic in order to establish ourselves as a key player before the rest of the world catches up. I think there has never been a more exciting time to be in the Norwegian music industry.

Who in the Norwegian music industry deserves a high five?
I would like to give Axel Hyge a high-five for being a streaming pioneer – even though he left the Norwegian music industry when he moved on to Warner Bros. Records in Los Angeles.


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