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From 4–9 November, Music Estonia took representatives of Estonian music companies on a contact trip to Reykjavík to learn about the specifics of the Icelandic music market, meet local record labels, festivals, agencies and support organisations, and participate in the international showcase festival Iceland Airwaves.

The Icelandic music ecosystem is considered one of the most unique in the world. Despite its small population, the country has an astonishing number of internationally known artists and a strong cultural policy framework, where cooperation between music and other creative fields is visibly integrated.

The aim of the contact trip was to understand the sources of Iceland’s international music success, how the local music industry operates, and to bring back knowledge, contacts and ideas that could also be applied in Estonia, as well as to find potential new cooperation partners.

Island Music, the current state of Iceland’s music sector, and cooperation with the public sector

The trip began with a meeting with Iceland Music – Iceland’s music centre, where Maria Rut Reynisdóttir and Leifur Björnsson gave an in-depth overview of the structure of the Icelandic music industry, its cultural policy cooperation, the state of the sector and funding models. They introduced, for example, the Music Fund, which falls under the Ministry of Culture, Innovation and Higher Education but is managed by Iceland Music, as well as the well-known Record in Iceland schemes. They discussed both effective support mechanisms and success stories, as well as the challenges currently faced by market participants.

For the delegation, it was striking to hear how consciously Iceland positions music at the intersection of culture and the economy. The sector as a whole—policymakers and support structures—works consistently toward common goals, strengthening both export potential and the sustainability of the local ecosystem.

Meeting with Iceland Music at the start of the trip provided important context for later visits and helped interpret the specific characteristics of the Icelandic music landscape. Iceland Music was also an important partner in connecting us with other local companies.

It was very interesting to learn how deliberately and systematically Iceland invests in creative and community policy. Sustainable development of the cultural sector is not left on the shoulders of individual actors; instead, festivals, the city government and other sectors shape it together.

This approach was also embodied by hafnar.haus, whose visit offered a strong practical example. In cooperation with the City of Reykjavík, they actively search for suitable buildings and spaces to turn into affordable office and studio facilities for small creative companies in the city centre. The goal is to ensure access to central workspaces, promote interdisciplinary interaction and grow the local creative community from within.

The results are impressive – Hafnar.haus currently brings together nearly 500 creative entrepreneurs, manages about 200 studio spaces and more than 6,000 square metres in total. In addition to work and creation spaces, it also offers shared podcast and photo studios, communal areas and other resources that strengthen the creative network through daily interaction.

Meetings with local companies

The delegation also visited the studios and publishing house of film-music-focused Inni Music, the ALDA Musiccompany co-founded by Ólafur Arnalds, and Fischersund, founded by Jónsi and his family. They also visited the already mentioned Hafnar.haus creative centre and the newly opened office of the marvaða record label.

An important part of the programme comprised meetings with the heavy-music sector: Iceland’s first metal-focused agency Worship Booking and Satan Festival. The delegation also attended the end-of-camp listening session of Iceland Sync and several industry events hosted by companies.

Participants gained a clear picture of the business models of Icelandic independent companies, how artist development works, what the local cooperation networks look like, and where opportunities for international projects arise.

Iceland Airwaves: festival, conference and meeting place for professionals

The timing of the trip allowed the delegation to participate in the Iceland Airwaves conference and festival. The conference programme brought together music industry experts from around the world, offering substantial discussions on the future of collective copyrights, music policy, and the technological development of the cultural sector. In addition, special programme events offered opportunities to learn even more deeply about the activities of Icelandic companies, participate in networking events and receptions, and see representatives from across the music industry working in their own environment.

The festival itself showcased many Icelandic and international artists in the evenings. Estonia was represented by Night Tapes, who performed in Iceland for the first time and delivered an excellent show to a packed venue.

What did we take away from the Iceland contact trip?

Participant feedback was very positive. The trip confirmed how much the development of a music sector in a small country depends on cohesive policy, closely connected support structures and a strong culture of cooperation and community. The Icelandic example clearly showed that success emerges when different stakeholders work toward shared goals and cross-sector integration is consciously shaped.

Many were struck by the practical structure of Iceland’s cultural policy: partial cost-reimbursement schemes, well-functioning creative environments and a consistent system of support mechanisms—several aspects of which could serve as inspiration for Estonia. The delegation repeatedly pointed out the significant similarities between Estonia and Iceland. Both operate in the conditions of a small market, face similar challenges and limited resources, making the exchange of experiences especially valuable. Overall, participants returned with new knowledge, a refreshed perspective, contacts, inspiration and a deeper understanding of how the music industry functions.

Cooperation opportunities seemed very real, and several contacts are already moving toward concrete projects. Communication has continued with both festivals and agencies, and ideas for future cooperation are being discussed.

Delegation participants:

• Gerli Tooming, Blindsound OÜ (Blind Sound Studio and Blind TV)

• Hedi Tamm, Fairmus Technologies OÜ

• Iren Rakaselg, Catjira OÜ

• Janelyn Harzija, Paavli Kultuuriklubi OÜ

• Madis Eek, Promoter OÜ (Damn.Loud)

• Marina Žilkina, Fairmus Technologies OÜ

• Sandra Perens, Tier Music Publishing OÜ

• Tanya Korenika, U.C.E Agency OÜ (UCE Agency / Hungr)

• Villem Reimann, Gloobus Grupp OÜ (villemdrillem)

Music Estonia was represented by CEO Ave Demelemester and project manager Marii Reimann, who was also the organiser and coordinator of the contact trip. Music Estonia thanks all delegation members and our very welcoming partners in Iceland!

Explore Icelandic music companies and the overview of the Icelandic music market

The contact trip was co-funded by the European Union. The contact trip was carried out in partnership with UNESCO City of Music Tallinn.