Founder Op-Ed in Icelandic Business Magazine ‘Vísbending’ – Why Local Talent Needs Local Teams

Our founder, Hrefna Helgadóttir, was recently published in the Icelandic business magazine Vísbending with the article: “Who Benefits From Our Investment in Music?”

In it, she explores the economic impact of Iceland’s music industry, the return on cultural investment, and the risks of leaving our brightest talent unsupported in complex international negotiations.

VÍSBENDING
Vorblað um skapandi greinar
MARS 2025 – 11. tbl. 43 árg.
first published 21.03.2025

For most Icelandic musicians, the goal is simple: to make a living from their art. Because of Iceland’s small population, our artists naturally reach beyond our borders — and they succeed. In 2024, the nine biggest Icelandic music export projects generated at least 22 billion ISK in streaming and touring revenue, with even more value from licensing, sponsorships, and royalties.

This success, however, often comes at a cost: the management, marketing, and business operations behind our most successful artists are overwhelmingly handled by international teams. That leaves Iceland without the multiplier effect of reinvesting in its own creative economy.

As Hrefna argues, it’s time to strengthen Icelandic professional infrastructure — so that our investment in talent doesn’t simply flow abroad, but generates long-term value at home.

First published in Vísbending, March 21, 2025