Including UK - Zeitgesit, Denmark - Friendly PR, Norway - Indianer, Sweden - Liza B.

This created the opportunity for Faroese artists and companies to gain marketing support with these key agencies, for their international work within these markets. 

FMX worked to gain independent funding to setup the initiative and undertake this work, assisted with the kind support of Vinnuframi, that enabled us to create the PR retainer, to support and contribute towards the campaigns. This saw us make a total contribution of 270.000 KR from FMX towards the initiative for the year, that could support each artist with up to 50% of the funding for their campaigns. 

The year saw some unique challenges with significant demand upon the PR agencies and target media, due to the disruption from the pandemic.

Despite the challenges, we have seen great engagement from the first year.  350 pieces of coverage were achieved in the UK alone for the Faroe Islands and participating artists. Further opportunities have been created for 2022, with borders opening and event opportunities that were previously cancelled now possible again. We have open leads for leading international publications to visit the Faroe Islands in 2022, from UK, USA and Scandinavia. 

So far 8 artists have received PR support in these 4 international markets. Through creating this initiative, FMX was not only able to support these individual artist releases, but also create a bigger picture, and wider presentation of Faroese music in these markets. This included support from The Line of Best Fit the UK’s biggest independent music mag, with a spotlight on Faroe Islands for a week, featuring 4 Faroese artists. Clash Magazine covering the FMX showcase of 3 Faroese artists at The Great Escape festival. Individually, coverage for Faroese artists in over 40 music blogs, 8258 social media shares, and 345,000 total print press reach, are just some of the connections that have been created by the initiative so far. 

Naturally connecting to markets and building a presence is a long, slow build, not typically with overnight results and success. We hope that the work and initiative can receive further support and funding, to continue in to 2022 and beyond, to the benefit of many more artists with the ability to connect to these markets, and gain even more opportunity for Faroese music abroad. 

We would like to take this opportunity to thank all the participating artists who have approached us well, and worked so diligently towards their music releases with us. Also of course the brilliant PR agencies, who have entered in to this new agreement, a first pan-national collaboration of its sort for the Faroe Islands, and who have worked so hard to provide great value and support in their respective countries.